Competitive Landscape
Legacy Brands Maintain Lead While Private Label Grows Share
Retail tissue in South Africa remains moderately concentrated, with the two leading companies—Kimberly-Clark Southern Africa (Holdings) Pty Ltd and Twinsaver Group Ltd—commanding a combined retail value share of 40% in 2025, at 23% and 17% respectively. The competitive landscape has changed incrementally over the past five years, as Kimberly-Clark Southern Africa (Holdings) Pty Ltd has seen its share fall from 25% in 2020 to 23% in 2025, while Twinsaver Group Ltd has grown from 15% to 17% over the same period.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Tissue 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 Retail Tissue 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 Retail Tissue 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 Retail Tissue in South Africa?
- Which are the leading brands in Retail Tissue in South Africa?
- How are products distributed in Retail Tissue 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 Retail Tissue products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Retail Tissue in South Africa - Category analysis
Key Data Insights
Savings Mindset Drives Retail Tissue Dynamics
Savings Mindset Drives Retail Tissue Dynamics
Loyalty Cards Become Essential as Shoppers Chase Discounts and Stretch Budgets
Private Label Set to Expand Share as Consumers Prioritise Affordability and Value
E-Commerce Projected to Accelerate Repeat Purchases and Drive Subscription Adoption
Sustainable Local Production Forecast to Gain Traction among Environmentally Conscious Shoppers
Legacy Brands Maintain Lead While Private Label Grows Share
Supermarkets Leverage Delivery Expansion to Reinforce Dominance
Grocery Delivery Drives E-Commerce’S Value Share Growth
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:
Retail Tissue
- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
Why 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 Retail Tissue research and analysis database.
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