Market research on the tissue and hygiene industry. Our reports f...
Market research on the tissue and hygiene industry. Our reports feature standardised and cross-comparable total market sizes, market and brand share data, distribution and trends.​​
While wipes in Tunisia registered double-digit percentage value growth, constant value growth was much more moderate, as inflation continued to be high and consumers prioritised essentials, as purchasing power fell. Baby wipes continued to account…
High inflation towards the end of the review period, where some products faced significant unit price increases, placed pressure on demand for wipes in South Africa, while value sales continued to record impressive growth. Therefore, consumers turned…
Wipes in Nigeria suffered category-wide declines in terms of volume sales in 2023, in response to negative economic conditions. In particular, high inflation caused by hikes in fuel prices, and a weakened local currency collaborated to severely…
In 2023, the wipes landscape saw increased penetration in Moroccan, leading to double-digit retail value growth, with consumers appreciating the convenience and hygiene offered by these products. While some wipes categories, such as general-purpose…
Wipes are extremely underdeveloped in Kenya, with close to all sales generated by baby wipes. There are no visible sales of household products; in addition, the consumer base is limited to urban middle- and upper-income consumer bases with higher…
Personal wipes in Egypt experienced a decline in sales volume in 2023, largely attributed to a significant increase in prices. Despite the enduring health and wellness trend, personal wipes were deemed non-essential by consumers facing economic…
Personal wipes in Cameroon continues to be dominated by baby wipes in 2023 as the shift to disposable baby diapers has spurred demand for baby wipes. The increased presence of several economically priced brands, including Softcare, Familia, Cutties,…
In 2023, demand for wipes in Algeria remained healthy, especially as prices were kept at a reasonable level despite soaring inflation in the country due to the ongoing economic downturn. The category also benefited from not yet being mature and fully…
Technological advances in 2024 will continue to reshape consumer behaviour. This annual report explores the top five digital shopper trends that will redefine commerce the most in the year ahead. Some of the trends included in this report’s edition…
Now in its seventh edition, this report explores the top digital shopper trends that will redefine commerce the most in the year ahead. Some of the trends included in this edition touch on topics such as second-hand shopping, community group buying,…
Tissue and hygiene in Uganda is thriving in 2023 due to increased consumer awareness. Post pandemic, sales are surging with the resumption of businesses and a growing economy. Modernisation and urbanisation are impacting products like retail tissue,…
While tissue and hygiene in Tunisia registered double-digit percentage current value growth, constant value growth was much more moderate, though still healthy. This was in spite of continuing high inflation and also slower growth in the economy, as…
In 2023, tissue and hygiene in Tanzania is experiencing robust growth driven by an expanding urban population, rising numbers of mid-to-high income earners, and increased demand from foreigners. Notably, local companies like DRAFCO Group T Ltd and NN…
Concerns surrounding rising interest rates, inflationary pressures, loadshedding and supply chain constraints were the focus in 2023, influencing the performance of tissue and hygiene in South Africa. However, overall inflation in the country…
Overall tissue and hygiene in Nigeria turned in a weak performance in 2023, with all categories posting a decline in volume terms as well as relatively slow current value growth. The depreciation of the local currency and fall in disposable incomes…
In 2023, tissue and hygiene in Morocco recorded double-digit retail value growth, driven by rising prices. The price of raw materials and consumer goods, in particular energy products, reached historic highs in 2022 and 2023. As a result of high…
Although sales slipped into decline in some markets (eg Algeria, Nigeria), the Middle East and Africa tissue and hygiene market continued to record positive growth in real value terms at a regional level in 2023. Inflation remained a problem in this…
In Kenya, there is a growing demand for tissue and hygiene products as consumers become more hygiene-conscious and the middle classes expand. Volume sales have shown resilience in the face of global events like COVID-19 and the Ukraine-Russia war,…
In 2023, Ghana's tissue and hygiene industry continues to be characterised by affordability, prompting a shift towards more economical brands given the ongoing economic disarray. Intense competition compels companies to innovate, employing diverse…
In 2023, tissue and hygiene products experienced growth in value sales in Ethiopia due partly to inflation. The market’s expansion was also supported by population growth, rising income levels, and urbanisation. However, the performance of the market…
Despite facing complex economic challenges, tissue and hygiene in Egypt demonstrated resilience during 2023, maintaining growth and expansion. Consumers exhibited heightened price sensitivity, with the cost playing a significant role in their…
2023 continued to be influenced by elevated inflation and rising transportation and manufacturing costs. This put pressure on the prices of imported and domestic tissue and hygiene brands. Most of these products are considered non-essential among…
Despite a significant increase in awareness of personal health and hygiene, spurred notably by the pandemic, the tissue and hygiene market in Cameroon in 2023 has not experienced significant volume growth. In the retail tissue market, a recent report…
Tissue and hygiene in Angola continues to register positive sales growth as the proliferation of locally manufactured products across all categories and the spread of modern retailing combined with population growth, rising affluence and urbanisation…
Despite the fallout from the ongoing economic downturn and the Russia-Ukraine conflict, which led to high inflation, tissue and hygiene in Algeria performed well in 2023, recording healthy volume and current value growth in the year. This was…
Though retail tissue in Tunisia registered double-digit percentage value growth, constant value growth was much more modest, as inflation continued to be high. In response, consumers looked to economise and bought much larger economy packs, such as…
The average unit price of toilet paper in South Africa continued to rise in 2023, with inflation affecting transport, fuel and production costs. Inflation also impacted consumers’ disposable incomes, and thus retailers’ shelves were stacked with…
Retail tissue in Nigeria suffered significantly in terms of volume sales in 2023, with deep declines resulting from the country’s struggling economy. Rising energy costs and high inflation, along with a weakened local currency substantially…
In 2023, retail tissue categories recorded dynamic growth in Morocco, leading to double-digit retail value growth. A key driver of growth was the expanding consumer base. With per capita consumption of retail tissue in Morocco estimated at around…
In 2023, retail tissue in Kenya witnessed a significant slowdown in volume growth as rising prices of toilet paper weakened consumption. High inflation and pressures on household budgets created a challenging environment for the toilet paper…
Despite price pressures stemming from high inflation and currency devaluation, the sales volume of facial tissues experienced positive growth in 2023. Boxed facial tissues particularly saw an increase in sales volume, accompanied by a double-digit…
Prices of retail tissue products in Cameroon can vary significantly, depending on the outlet and location. For instance, the price difference for paper towel in local markets and supermarkets can be as much as 22%. Price is a key issue impacting all…
Toilet paper remained the largest product area in terms of volume and value sales in retail tissue in Algeria in 2023, although paper towels and napkins are reaching a more significant size due to increased local production. In volume terms, overall…
Retail adult incontinence in Tunisia registered significant volume growth in 2023. This was due to several factors. Foor instance, increased awareness of the availability of such products support volume growth. In addition, Tunisia’s population is…
With the effects of inflation still being felt within the market during 2023, many consumers turned to more affordable options for retail adult incontinence in South Africa. This resulted in the further demand for private label and cheaper…
2023’s high inflation led to strong volume sales declines for retail adult incontinence in Nigeria. Rising energy costs and a weakened local currency substantially undermined consumer spending power, meaning that many Nigerians were unable to afford…
In 2023, demand for retail adult incontinence continued to rise in Morocco, leading to double-digit retail value and volume growth. This strong performance was driven by rising awareness of the products, partnered with ongoing ageing in Morocco,…
Retail adult incontinence remains a very new concept in Kenya and thus it is still a relatively small category in tissue and hygiene. Whilst awareness is still low, there is a growing regard for the transformative impact of using adult incontinence…
Retail sales of adult incontinence products in Egypt recorded double-digit growth in 2023. This value increase was largely driven by price increases, however, as inflationary pressures continued to be felt in the country throughout the year. During…
Retail current value sales of adult incontinence remain negligible in Cameroon. While the number of elderly consumers in Cameroon is growing, this consumer group remains small at well under one million people in 2022. As a result, demand for retail…
Retail adult incontinence in Algeria registered higher volume growth in 2023 in comparison with the review period thanks to an ageing population, with the number of those aged over 65 increasing due to soaring inflation rates. However, in value…
Nappies/diapers/pants in Tunisia registered modest constant value growth and only muted volumed growth in 2023, despite continuing population growth. High inflation dampened volume sales and many consumers opted for reusable home-made cloth nappies…
In a price-sensitive market, and given the recent inflationary pressures, private label witnessed consistent growth in nappies/diapers/pants in South Africa as consumers looked to cheaper alternatives in 2023. Although many parents are considerably…
Nappies/diapers/pants recorded deep dips in terms of volume sales in Nigeria in 2023, thanks to the negative impact of poor economic conditions on demand. High inflation caused by rising fuel prices and the depreciation of the local currency…
In 2023, nappies/diapers/pants in Morocco recorded positive retail value growth, driven by price rises as retail volume growth remained low level, under 1%. During the review period, births in Morocco continued to fall, with the birth rate dropping…
Rising inflation has forced consumers to switch to cheaper nappies/diaper/pants products in Kenya. On account of this, manufacturers have ramped up efforts to launch more affordable products, with a key focus on targeting young suburban mothers who…
Despite the notable impact of high pricing on the overall demand for nappies/diapers/pants in Egypt, positive sales volume persisted during 2023. The sales volume of nappies/diapers/pants witnessed a modest decline, primarily driven by a sharp…
Whilst price increases for the main diapers/nappies brands in Cameroon, Softcare, Moby Bébé, Baby Sita and Joylinks, slowed in 2023, ongoing inflation and declining disposable incomes have driven a shift to single nappies, which are available in…
In 2023, nappies/diapers/pants in Algeria registered positive volume growth, supported by strong consumer awareness and convenience. However, in constant value terms, growth was muted by a slowing birth rate, which has also started to dampen volume…
Menstrual care in Tunisia registered both moderate constant value and volume growth in 2023, despite continuing inflation and a challenging economy. Continuing population growth supported increased volume sales, as did frequent discounting from the…