Tissue and hygiene in Iraq continues to demonstrate robust current value growth, reaching IQD1,541,179 million in 2025 with a 4% annual increase in current value terms, outperforming several neighbouring markets and underscoring resilience amid economic headwinds and intensifying competition from Chinese and Turkish imports. The landscape remains attractive, supported by a growing population and rising consumer expenditure, but success requires navigating pronounced fragmentation, sustained pric

In 2025, menstrual care in Iraq demonstrated robust growth, with retail value sales reaching IQD102,990 million and expanding at a current value growth rate of 8% compared to the previous year. This pace of expansion outperforms both the regional and global context, fuelled by Iraq’s rising total population, which reached 47,021,000 in 2025, and the increasing number of younger women entering the market. The ongoing population growth not only increases the consumer base but also underpins a cons

In 2025, nappies/diapers/pants in Iraq continued to expand, albeit at a moderating pace, with retail volume reaching 4,530 million units, marking growth of 3% over the previous year. This is noticeably slower than the average annual growth seen between 2020 and 2023, reflecting a gradual deceleration as demographic shifts, particularly declining birth rates tied to urbanisation and delayed marriage, begin to weigh on demand. Despite this slowdown, retail value in local currency rose to IQD1,182,

In 2025, retail adult incontinence in Iraq posted robust growth, with retail volume rising to 50.5 million units, up 8% from the previous year. This pace of expansion significantly outpaces overall economic growth, with real GDP increasing only 0.5% in the same period, reflecting a strong and resilient demand dynamic that is less sensitive to economic fluctuations. The core reason for this resilience is rooted in consumer priorities. Affordability is not the primary consideration for most famili

In 2025, wipes in Iraq demonstrated robust current value growth, with retail sales reaching IQD69,377,363,015 and an annual growth rate of 6%. This pace outperforms the regional average, reflecting both a surge in affordability and an expanded consumer base. The market is now characterised by widespread access, moving beyond urban centres as inexpensive Chinese imports drive prices down and make wipes accessible to consumers in both cities and rural areas. These low-cost imports have not only fl

In 2025, retail tissue in Iraq demonstrated robust volume growth, reaching 62,500 tonnes, an 8% increase from the previous year. This growth rate is notably strong when compared to broader Middle East and Africa trends, and is supported by a parallel increase in retail value, which rose by 8% to IQD169,733 million in current terms. The performance is underpinned by Iraq’s rapidly expanding population, which climbed to 47,021,000, and reflects ongoing urbanisation and evolving household lifestyle

Away-from-home tissue and hygiene in Iraq recorded steady growth in 2025, driven by rising demand from hospitality, healthcare, and commercial infrastructure, especially in major urban centres such as Baghdad, Erbil, and Basra. Volume expansion was particularly supported by growth in restaurants, hotels, shopping malls, and healthcare facilities, with businesses and institutions increasingly seeking bulk toilet paper, hand towels, and napkins. The total value of away-from-home tissue and hygiene

The home care market in Iraq is experiencing robust growth driven by urbanisation and changing consumer behaviour, with a projected curent value CAGR of 6% over the forecast period, reaching sales of IQD1.3 trillion in 2030. This growth is being driven by increasing demand for cleaning and hygiene products, particularly in urban areas. The market's attractiveness is further enhanced by the rising median disposable income per household in Iraq. To succeed in this market, brands should focus on pr

In 2025, the laundry care market in Iraq continued to be dominated by premium brands from players such as Procter & Gamble and Henkel, which offered a wider range of product qualities. Despite being the most expensive options, these companies' brands achieved the highest sales due to consumers' willingness to pay more for a better performance. The market was also flooded with low-cost imports from Turkey and China, as well as local production, which generally faced similar quality issues.

The dishwashing market in Iraq is experiencing significant growth, driven by urbanisation and increasing median disposable income per household. The expanding urban population and rising disposable income is driving the demand for dishwashing products. The retail value of the dishwashing market in Iraq reached IQD224 billion in 2025, up 7% on a year earlier, while the retail volume of the market increased by 11%. This growth was being driven by the increasing demand for convenient and effective

The surface care category in Iraq is on a steady growth trajectory, driven by rapid urbanisation and ongoing population increases. In 2025, the retail value of surface care sales reached IQD66.4 billion, representing current value growth of 8% compared to the previous year. This growth was largely attributed to the surge in real estate projects in major Iraqi cities, creating new households and fuelling demand for home care products.

In 2025, the bleach category in Iraq continued to perform steadily, driven by its multifunctionality and deep-rooted utility in everyday cleaning routines among Iraqi households. The 12% volume growth in 2025 can be attributed to the increasing reliance on bleach for various cleaning tasks, from disinfecting surfaces to removing stains from clothes.

The toilet care market in Iraq demonstrated robust performance in 2025, with a growth rate of 9% in retail volume and 9% in retail rsp (current/curr, local). Urbanisation and population growth continue to be the main drivers of demand, with the urban population expected to reach 32886.2 thousand by 2025. The median disposable income per household in Iraq stood at 13958646.6 IQD in 2025, indicating a relatively stable economic environment that allows consumers to spend on quality hygiene products

In 2025, the polishes market in Iraq was characterised by the dominance of shoe polish, with other categories such as floor polish, furniture polish or metal polish being less prominent due to consumers accessing these products mainly through professional services. The total retail value of polishes in Iraq reached IQD11.9 billion in 2025, representing 6% current value growth on the previous year. Shoe polish was making up IQD7.1 billion of this, with growth of 5% on a year earlier. Volume growt

The air care market in Iraq recorded volume growth of 9%?in 2025. This expansion was driven by population growth, increased urbanisation and evolving lifestyles, particularly as many new families transition from small apartments to more spacious homes. The median disposable income per household in Iraq was also rising in 2025, indicating a relatively stable economic environment that supports consumer spending on home care products like air care.

In 2025, the home insecticides market in Iraq was characterised by the growing demand for safer and more effective solutions, driven by increasing health-consciousness among consumers. The relatively low income level in Iraq may have been influencing consumer preferences for more affordable and practical solutions.

Hot drinks habits hold firm as coffee gains everyday relevance

Soft drinks consumption rises as heat and bottled water reliance lift demand

Politics is fragmented, but the state is combatting corruption and fortifying relations with neighbours. Recession has blighted the economy and prices are facing deflation, but an ambitious infrastructure project could drive economic development. Population expansion and rising children’s numbers could support the consumer market, but the gender gap is huge and water scarcity is causing displacement. Data centres are a major focus, but e-commerce is struggling and 5G has yet to launch.

Consumers increasingly seek healthier alternatives

Growth of cooking ingredients and meals in Iraq in 2025 is primarily driven by urbanisation, increased consumer reliance on the market, and a market economy that encourages greater consumption despite the country’s economic challenges.

Retail value sales of consumer health are expected to rise in current terms in Iraq in 2025. This growth is being driven by rapid urbanisation, increased consumer awareness - particularly around supplements - and frequent over-prescription by healthcare professionals. These trends are ongoing and are expected to continue shaping both the market and consumer behaviour in the coming years.

Value sales of snacks in Iraq are expected to rise at a moderate rate in 2025. The snacks industry in Iraq is currently facing challenges in investment. On one hand, supply chain pressures are pushing suppliers to localise production. However, significant technical, technological, and capital constraints are hindering rapid localisation. However, there is more space for foreign investors especially those with a history in the production and marketing of snacks in Iraq as local players have limit

Baby food has reached a plateau with value and volume growth starting to slow in 2025. This slowdown is primarily being driven by slowing population growth in Iraq and a year-on-year decrease in the number of newborns. Additionally, a highly fragmented competitive landscape and a heavy focus on aggressive sales strategies have created confusion among consumers who struggle to find the brand they want while it has created instability for suppliers—raising the risk of market failure.