Tissue and Hygiene

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…

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…

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…

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…

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…

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…

Menstrual care recorded deep declines in volume sales in 2023 in Nigeria, with consumer demand falling due to inflationary conditions and reduced purchasing power. Although menstrual care products are usually regarded as essential, many local…

Demand for away-from-home (AFH) tissue and hygiene products in Nigeria was severely undermined in 2023. Demand typically comes from foodservice restaurant chains, hotels, office complexes and healthcare facilities that invest in customer service and…

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…

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…

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…

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…

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…

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…

Demand for menstrual care in South Africa continued to increase in 2023, despite the country experiencing high inflation, driving up prices of food, transport and electricity. This also influenced the value performance of menstrual care, with rising…

South Africa is no longer facing the restrictions of the pandemic, employees have returned to offices and consumers are generally spending greater time outside of the home. This also means that hospitals are no longer full of patients requiring…

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…

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…

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…

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…

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…

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…

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…

Within away-from-home tissue and hygiene in Tunisia, away-from-home tissue is by far the largest product in terms of value sales and in 2023, it registered double-digit percentage current value growth, though constant value growth was more moderate,…

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,…

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…

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…

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…

Standard towels with wings continue to hold a dominant position in the menstrual care market in Cameroon in 2023, with a strong presence in both modern and traditional retailers. In addition to widespread availability, the category also benefits from…

AFH hygiene in Cameroon in 2023 remains non-existent, whilst AFH tissue is impacted by a lack of manufacturing infrastructure and restricted distribution channels for products. This situation continues to create a challenging environment for the…

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…

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…

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…

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,…

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…

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,…

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…

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…

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…

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 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…

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…

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…

In 2023, menstrual care in Morocco continued to show double-digit retail value growth, with positive retail volume sales. Ongoing growth was driven by changes in perception and growing awareness of menstrual care, alongside the expanding coverage of…

Rising consumer awareness of menstrual health, together with the wider variety of sanitary products available in Kenya, is driving sales of menstrual care in 2023. Manufacturers commonly leverage mass media (including television, outdoor) and online…

In 2023, volume sales of menstrual care in Algeria recorded higher growth than the previous year as players in the market aimed to maintain reasonable prices despite inflation, which boosted demand. Healthy volume growth was also supported by…