Tissue and Hygiene in Middle East and Africa

May 2024

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 year, as did devaluations of the local currencies in some countries. However, increased hygiene awareness, expanding populations and more women entering the workforce were among the drivers of positive growth moving into the forecast period.

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Key findings

Positive impact of Saudisation and Vision 2030

Saudisation and Vision 2030 are helping to drive many trends in the Kingdom, including increasing local production for many industries, such as tissue and hygiene, sustainability, eg Johnson & Johnson’s Carefree Organic Pantyliner (made with 100% organic cotton) and greater employment of women in the local workforce, which helps push up household incomes.

Local products performing strongly in Algeria

Rising inflation forced many Algerian consumers to switch to cheaper local products, to the detriment of premium imported brands, which continued to lose share in 2023. Local producers also benefited from the frequent stock-outs of imported brands due to restrictions on imports and their high prices as a result of the devaluation of the local currency.

Super-Pharm takes a stake in Good Pharm

At the beginning of 2023, Israeli pharmacy chain Super-Pharm acquired 10% of Good Pharm. In addition to its network of stores, Good Pharm also operates a website that specialises in products for the elderly, such as adult incontinence. Early 2023 also saw the period underwear brand, Modibodi, launch a unique new product sold only at Super-Pharm outlets.

Private label gaining share in South Africa

Due to inflationary pressures, local consumers had lower disposables incomes and were thus prioritising affordability, boosting the share of private label in South Africa, which reached a share of 20% in 2023. Retailers such as Clicks Group, Dis-Chem Pharmacies or Shoprite Holdings were investing heavily in their private label offerings to capitalise on this trend.

Scope
Key findings
Nappies/diapers/pants the biggest category in Middle East and Africa
Middle East and Africa continues to exhibit the lowest regional per capita spend
Growth rates dip as countries struggle with high inflation and currency devaluations
Algerian tissue and hygiene market slips into decline in 2023
Retail adult incontinence the most dynamic product area over 2018-2023
Nappies/diapers/pants adds the most new sales over 2018-2023
Wipes players move from an emphasis on hygiene towards self-care properties
Small local grocers remain the leading distribution channel
Retail e-commerce share continues growing, but it remains a relatively minor channel
Consolidated competitive landscapes in most countries across Middle East and Africa
Hayat gaining and Procter & Gamble losing share over 2018-2023
Saudi Arabia promoting the development of local manufacturing
Hayat’s Molfix brand maintains top spot despite its losses in Nigeria
Positive growth expected throughout the forecast period
South African consumers increasingly looking for products made using natural materials
Algeria: Market Context
Algeria: Competitive and Retail Landscape
Cameroon: Market Context
Cameroon: Competitive and Retail Landscape
Egypt: Market Context
Egypt: Competitive and Retail Landscape
Israel: Market Context
Israel: Competitive and Retail Landscape
Kenya: Market Context
Kenya: Competitive and Retail Landscape
Morocco: Market Context
Morocco: Competitive and Retail Landscape
Nigeria: Market Context
Nigeria: Competitive and Retail Landscape
Saudi Arabia: Market Context
Saudi Arabia: Competitive and Retail Landscape
South Africa: Market Context
South Africa: Competitive and Retail Landscape
Tunisia: Market Context
Tunisia: Competitive and Retail Landscape
United Arab Emirates: Market Context
United Arab Emirates: Competitive and Retail Landscape

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.

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