Tissue and Hygiene

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…

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…

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 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…

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…