Tissue and Hygiene in South Africa

Tissue and Hygiene in South Africa

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Spending power is limited in 2019, as most consumers focus on essential items at affordable prices, with effectiveness and comfort being key sales points

In 2019, Kimberly-Clark and Procter & Gamble lead with global-established products, whereas Twinsaver boosts its performance through investments in production

Due to the impact of COVID-19, the forecast period will record steady growth for retail tissue and hygiene, with a gradual recovery for away-from-home tissue

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2017-2024
Chart 2 Tissue and Hygiene Impact of Soft Drivers on Value Sales: 2016-2024

MARKET INDICATORS

Table 1 Birth Rates 2014-2019
Table 2 Infant Population 2014-2019
Table 3 Female Population by Age 2014-2019
Table 4 Total Population by Age 2014-2019
Table 5 Households 2014-2019
Table 6 Forecast Infant Population 2019-2024
Table 7 Forecast Female Population by Age 2019-2024
Table 8 Forecast Total Population by Age 2019-2024
Table 9 Forecast Households 2019-2024

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2014-2019
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2015-2019
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2016-2019
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2014-2019
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2014-2019
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2019
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in South Africa

HEADLINES

PROSPECTS

Product innovation and VAT exemption drives growth for sanitary protection in 2019

In 2019, washable and re-usable sanitary protection gains popularity, as domestic manufacturers create these goods for local consumers

In 2019, Procter & Gamble increases its share to lead the landscape with Premier Foods, as both players offer well-established global brands to the competition

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2014-2019
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2014-2019
Table 21 Retail Sales of Tampons by Application Format: % Value 2014-2019
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2015-2019
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2016-2019
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2019-2024
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2019-2024

Nappies/Diapers/Pants in South Africa

HEADLINES

PROSPECTS

In 2019, growth is driven by reusable cloth nappies and pants, with reusable products popular amongst environmentally conscious consumers

Nappies/diapers/pants are sold informally through townships 2019, appealing to consumers with lower buying power

Procter & Gamble Pty Ltd leads the landscape in 2019, offering established product Pampers, which enjoys high levels of consumer loyalty in the country

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2014-2019
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2014-2019
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2015-2019
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2016-2019
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024

Retail Adult Incontinence in South Africa

HEADLINES

Growth in 2019 is boosted by the increasing elderly population, with potential to drive further sales through awareness and educational campaigns

Due to the expense of adult incontinent products, in 2019, many consumers turn to alternatives, such as cloth nappies and sanitary protection

Tena remains the leading product in 2019, benefiting from product innovation that responds to consumer demands for convenience and comfort

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2014-2019
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2014-2019
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2015-2019
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2016-2019
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024

Wipes in South Africa

HEADLINES

PROSPECTS

Baby wipes enjoys positive growth across 2019, with consumers using these wipes for make-up, cleaning, travel, as well as for babies

In 2019, private label options gain popularity amongst lower-income consumers, with many retailers offering special discounts and deals

Johnson & Johnson lead in 2019, however, private label offerings continue to gain popularity, boosting growth

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Table 38 Retail Sales of Wipes by Category: Value 2014-2019
Table 39 Retail Sales of Wipes by Category: % Value Growth 2014-2019
Table 40 NBO Company Shares of Retail Wipes: % Value 2015-2019
Table 41 LBN Brand Shares of Retail Wipes: % Value 2016-2019
Table 42 Forecast Retail Sales of Wipes by Category: Value 2019-2024
Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2019-2024

Retail Tissue in South Africa

HEADLINES

PROSPECTS

Growth is boosted by toilet paper in 2019, as many low-income consumers use the product for multi-purposes, instead of investing in facial tissues

In 2019, regulation ensures quality and control, however, smaller, cheaper imports do not always meet these standards

Major players lead in 2019, however, private label continues to gain ground, offering no-frill options to lower-income consumers

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

CATEGORY DATA

Table 44 Retail Sales of Tissue by Category: Value 2014-2019
Table 45 Retail Sales of Tissue by Category: % Value Growth 2014-2019
Table 46 NBO Company Shares of Retail Tissue: % Value 2015-2019
Table 47 LBN Brand Shares of Retail Tissue: % Value 2016-2019
Table 48 Forecast Retail Sales of Tissue by Category: Value 2019-2024
Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2019-2024

Away-From-Home Tissue and Hygiene in South Africa

HEADLINES

PROSPECTS

Despite strong growth in 2019, AFH tissue and hygiene continues to underperform, with growth dampened by consumers cautious spending habits

2019 saw an oversupply of AFH tissue, as smaller players enter the landscape, encouraging existing manufacturers to innovate

Universal Paper and Plastics maintains its lead in 2019, however, the oversupply of low quality goods is a challenge for all players

2020 AND BEYOND

COVID-19 impact

Affected products within away-from-home tissue and hygiene

Recovery and opportunities

CATEGORY DATA

Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2014-2019
Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2019
Table 53 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2014-2019
Table 54 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2014-2019
Table 55 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2014-2019
Table 56 Sales of Away-From-Home Wipers by Format through Public: % Value 2014-2019
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2014-2019
Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024

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