Away-from-home tissue and hygiene in 2025 reached ZAR4,736 million, rising by 6%. This positive trend is aligned with the continued rise in demand for these products, in response to ongoing urbanisation and increasing out-of-home activities. Notably, the growth rate, while robust, has slowed compared to the double-digit increases seen in previous years, reflecting a normalisation following rapid expansion.
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Overview:
Understand the latest market trends and future growth opportunities for the Away-From-Home Tissue and Hygiene industry in South Africa with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Away-From-Home Tissue and Hygiene industry in South Africa, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Away-From-Home Tissue and Hygiene in South Africa report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Away-From-Home Tissue and Hygiene in South Africa?
- Which are the leading brands in Away-From-Home Tissue and Hygiene in South Africa?
- How are products distributed in Away-From-Home Tissue and Hygiene in South Africa?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Away-From-Home Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Away-From-Home Tissue and Hygiene in South Africa - Category analysis
Key Data Insights
Companies Leverage Local Production to Address Price Sensitivity
Companies Leverage Local Production to Address Price Sensitivity
Domestic Brands Capitalise on Demand for Affordable Tissue Solutions
Manufacturers Embrace Pulp Innovation to Drive Sustainable Procurement
Hospitality and Tourism Expansion Set to Drive Volume Growth for Bulk Suppliers
Private Label Investment Expected to Shapes Purchasing as Cost Trumps Brand Loyalty
Institutions Set to Prioritise Sustainable Tissue for Cost and Environmental Gains
Hospitals Drive Institutional Demand as Horeca Gains Momentum
Tissue and Hygiene in South Africa - Industry Overview
Essential Nature of Tissue and Hygiene Products Supports Strong Demand
Key Data Insights
Essential Nature of Tissue and Hygiene Products Supports Strong Demand
Convenience and Affordability Remain Key Purchase Drivers for South African Parents
Always Wins Trust as Parents and Women Choose Comfort over Cost
South African Consumers Expected to Become Increasingly Driven by Price-To-Value Ratio
Nappies/Diapers/Pants and Retail Adult Incontinence Set to Drive Category Growth
Legacy Brands Retain Lead in Key Categories, Despite Intensifying Value Focus
Supermarkets Expand Delivery Capabilities to Reinforce Consumer Loyalty
Grocery Delivery Boosts E-Commerce but Offline Retail Remains Dominant
Country Reports Disclaimer
The following categories and subcategories are included:
Away-From-Home Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
Away-From-Home Tissue and Hygiene
Away-from-home sales covers all sales of tissue and hygiene products in the Incontinence, Wipes, Toilet Paper, Tissues, Paper Tableware and Paper Towels sectors that are intended for use outside of the home. This could be in medical institutions, offices, hotels and restaurants or government controlled environments such as schools and the military.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Away-From-Home Tissue and Hygiene research and analysis database.
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