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Country Report

Tissue and Hygiene in

Tissue and Hygiene in South Africa

Mar 2021

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

Due to the outbreak of COVID-19 in South Africa, the government implemented a national lockdown period from 27 March 2020. The lockdown restricted movement, with consumers asked to work and learn from home, while non-essential retailers and foodservice establishments were closed.

COVID-19 country impact

The initial hard lockdown spanned 26 March to 30 April. During this time borders were closed to tourists but not for the distribution of goods, while interprovincial travel was banned, and domestic and international tourist flights ceased.

Company response

Despite the outbreak of COVID-19 in 2020, leading companies performed well and maintained a stable market share. At the same time, private label brands gained market share throughout 2020, benefiting from the increased price-sensitivity in the country and consumers demands for more affordable options.

Retailing shift

During 2020, there was a substantial migration to e-commerce, which witnessed growth across all categories. The uplift in sales began during the lockdown period, when consumers were the most fearful of leaving the household, and this continued throughout 2020.

What next for tissue and hygiene?

Following the outbreak of COVID-19 in 2020, the landscape is expected to stabilise in 2021-2022 and beyond, although demand for retail toilet paper is expected to remain higher than pre-COVID-19 levels. This will be the ongoing impact of COVID-19, with some consumers continuing to spend more time at home, combined with many companies adopting more remote working arrangements, raising the demand for toilet paper within the household.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tissue and Hygiene industry in South Africa with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Tissue and Hygiene industry in South Africa, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in South Africa for free:

The Tissue and Hygiene in South Africa market research report includes:

Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Tissue and Hygiene in South Africa?
What are the major brands in South Africa?
What are the most dynamic tissue and hygiene categories?
What are the major markets for tissue products sales?
What are the major markets for hygiene products sales?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

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Tissue and Hygiene in South Africa

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

Chart 1 Retail Tissue and Hygiene Value Sales Growth Scenarios: 2018-2025
Chart 2 Retail Tissue and Hygiene Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Birth Rates 2015-2020
Table 2 Infant Population 2015-2020
Table 3 Female Population by Age 2015-2020
Table 4 Total Population by Age 2015-2020
Table 5 Households 2015-2020
Table 6 Forecast Infant Population 2020-2025
Table 7 Forecast Female Population by Age 2020-2025
Table 8 Forecast Total Population by Age 2020-2025
Table 9 Forecast Households 2020-2025

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2015-2020
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in South Africa

KEY DATA FINDINGS

2020 IMPACT

Stockpiling boost sales in Q1 and Q2, while some consumers migrate to e-commerce

Pantyliners drive growth, with tampons losing ground due to rising price-sensitivity

Premier Foods (Pty) Ltd takes the lead of the landscape, as private label offerings gain share

RECOVERY AND OPPORTUNITIES

Wide availability boosts growth as e-commerce continues to rise

International players retain the lead, as private label gains share

Washable and reusable sanitary protection gains popularity

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 21 Retail Sales of Tampons by Application Format: % Value 2015-2020
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025

Nappies/Diapers/Pants in South Africa

KEY DATA FINDINGS

2020 IMPACT

Consumers trade down and reduce the frequency of nappy changes

E-commerce rises as consumers appreciate the safer form of retail

Huggies takes the lead as private label increases its share during COVID-19

RECOVERY AND OPPERTUNITIES

E-commerce drives sales, as the slowing birth rate challenges growth

Leading players remain on top, while private label has the potential to grow

Use of reusable cloth nappies rises as informal retailing continues

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025

Retail Adult Incontinence in South Africa

KEY DATA FINDINGS

2020 IMPACT

Mid-high income consumers stockpiling goods during the lockdown period

The ageing population and increasing rates of obesity, cancer and diabetes drive growth

Tena remains the leading player as retailers expand their online presence

RECOVERY AND OPPORTUNITIES

Positive growth across the forecast period as the necessity of the product, drives sales

Private label offerings have the opportunity to grow across the forecast period

Alternatives such as cloth nappies and sanitary protection stifle growth

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2015-2020
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025

Wipes in South Africa

KEY DATA FINDINGS

2020 IMPACT

Hygiene concerns boost sales, while lack of socialising decreases demand for cosmetic wipes

Johnson & Johnson lead, however, private label offerings continue to gain popularity

Private label options gain popularity, with many retailers offering special discounts and deals

RECOVERY AND OPPERTUNITIES

Sales remain steady as the interest in health and hygiene drives growth

Private label gains ground as price-sensitive consumers appreciate affordable options

Baby wipes leads sales, being used as a multipurpose product

CATEGORY DATA

Table 38 Retail Sales of Wipes by Category: Value 2015-2020
Table 39 Retail Sales of Wipes by Category: % Value Growth 2015-2020
Table 40 NBO Company Shares of Retail Wipes: % Value 2016-2020
Table 41 LBN Brand Shares of Retail Wipes: % Value 2017-2020
Table 42 Forecast Retail Sales of Wipes by Category: Value 2020-2025
Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025

Retail Tissue in South Africa

KEY DATA FINDINGS

2020 IMPACT

Stockpiling and the increasing interest in hygiene boosts sales in 2020

Facial tissues and pocket handkerchiefs decline as consumers substitute non-essential items

Private label continues to gain ground, offering no-frill options during COVID-19

RECOVERY AND OPPORTUNITIES

Sales remain positive as toilet paper continues to drive strong growth

Players run campaigns and promotions aligned to the rising interest in health and hygiene

Regulatory bodies ensure quality and standards are upheld

CATEGORY DATA

Table 44 Retail Sales of Tissue by Category: Value 2015-2020
Table 45 Retail Sales of Tissue by Category: % Value Growth 2015-2020
Table 46 NBO Company Shares of Retail Tissue: % Value 2016-2020
Table 47 LBN Brand Shares of Retail Tissue: % Value 2017-2020
Table 48 Forecast Retail Sales of Tissue by Category: Value 2020-2025
Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025

Away-From-Home Tissue and Hygiene in South Africa

KEY DATA FINDINGS

2020 IMPACT

Away-from-home tissue records a decline, as COVID-19 closures impact sales

Away-from-home hygiene records strong growth as COVID-19 increases hospital visits

Players reduce AFH tissue costs and invest in health and safety requirements

RECOVERY AND OPPORTUNITIES

Recovery fully begins from 2022, as ongoing restrictions challenge growth in 2021

Toilet paper sales remain key, boosting growth across the forecast period

Sales through business, industry and horeca channels recover over the coming years

CATEGORY DATA

Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020
Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2020
Table 53 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2015-2020
Table 54 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2015-2020
Table 55 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2015-2020
Table 56 Sales of Away-From-Home Wipers by Format through Public: % Value 2015-2020
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020
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 2020-2025
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025

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Megatrends

Country Report

Tissue and Hygiene in South Africa

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Tissue and Hygiene in South Africa

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in South Africa

KEY DATA FINDINGS

2020 IMPACT

Stockpiling boost sales in Q1 and Q2, while some consumers migrate to e-commerce

Pantyliners drive growth, with tampons losing ground due to rising price-sensitivity

Premier Foods (Pty) Ltd takes the lead of the landscape, as private label offerings gain share

RECOVERY AND OPPORTUNITIES

Wide availability boosts growth as e-commerce continues to rise

International players retain the lead, as private label gains share

Washable and reusable sanitary protection gains popularity

CATEGORY DATA

Nappies/Diapers/Pants in South Africa

KEY DATA FINDINGS

2020 IMPACT

Consumers trade down and reduce the frequency of nappy changes

E-commerce rises as consumers appreciate the safer form of retail

Huggies takes the lead as private label increases its share during COVID-19

RECOVERY AND OPPERTUNITIES

E-commerce drives sales, as the slowing birth rate challenges growth

Leading players remain on top, while private label has the potential to grow

Use of reusable cloth nappies rises as informal retailing continues

CATEGORY DATA

Retail Adult Incontinence in South Africa

KEY DATA FINDINGS

2020 IMPACT

Mid-high income consumers stockpiling goods during the lockdown period

The ageing population and increasing rates of obesity, cancer and diabetes drive growth

Tena remains the leading player as retailers expand their online presence

RECOVERY AND OPPORTUNITIES

Positive growth across the forecast period as the necessity of the product, drives sales

Private label offerings have the opportunity to grow across the forecast period

Alternatives such as cloth nappies and sanitary protection stifle growth

CATEGORY DATA

Wipes in South Africa

KEY DATA FINDINGS

2020 IMPACT

Hygiene concerns boost sales, while lack of socialising decreases demand for cosmetic wipes

Johnson & Johnson lead, however, private label offerings continue to gain popularity

Private label options gain popularity, with many retailers offering special discounts and deals

RECOVERY AND OPPERTUNITIES

Sales remain steady as the interest in health and hygiene drives growth

Private label gains ground as price-sensitive consumers appreciate affordable options

Baby wipes leads sales, being used as a multipurpose product

CATEGORY DATA

Retail Tissue in South Africa

KEY DATA FINDINGS

2020 IMPACT

Stockpiling and the increasing interest in hygiene boosts sales in 2020

Facial tissues and pocket handkerchiefs decline as consumers substitute non-essential items

Private label continues to gain ground, offering no-frill options during COVID-19