Sales of retail tissue, nappies/diapers/pants and sanitary protection continued to growth in both value and volume terms in 2022 due to improving GDP in the United Arab Emirates and population growth/recovery following the impact of the pandemic, as expatriates returned in greater numbers. The United Arab Emirates consumes greater quantities of facial tissues per person than many developed markets, with this product category dominating demand for retail tissue.
One trend which remained relevant in 2022 was heightened hygiene awareness since the pandemic, which continued to drive demand for specialised products used separately for bathrooms, kitchens, and floors as well as disinfecting purposes, including all purpose cleaning wipes with an antibacterial positioning such as Clorox. General purpose wipes also benefited to some degree from heightened hygiene awareness, especially for on-the-go usage occasions, as small packs can be carried in bags for wiping hands and surfaces.
Despite pricing pressures in 2022, players have been attempting to introduce innovative solutions to stand out from the competition and appeal to consumers by addressing heightened hygiene concerns since the pandemic, often claiming that their products provide protection against viruses through the use of antibacterial ingredients. Furthermore, leading tissue and hygiene brands have been launching new and upgraded products in terms of quality, softness, pack size and scents.
While hypermarkets remained the dominant distribution channel for retail tissue and hygiene in 2022, it continued to lose share to retail e-commerce. The latter’s stronger penetration was accelerated by the pandemic, but has continued to gain momentum due to habit persistence, and the increasing appreciation of having bulky items, in particular nappies/diapers/pants, retail tissue and sanitary protection, delivered to their homes.
Sales of tissue and hygiene have been improving in the United Arab Emirates since 2021 following marginal drops in 2020 due to the pandemic and subsequent home seclusion. Sales of away-from-tissue have gradually improved as the nation reopened to tourists, with a full recovery in volume terms expected over 2023, as inbound arrivals continue to improve, although domestic demand has been lagging due to the impact of inflation on local consumers’ disposable incomes.
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.See All of Our Definitions
This report originates from Passport, our Tissue and Hygiene research and analysis database.
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