Tissue and hygiene in the Dominican Republic demonstrated stable value growth of 3% in 2025, reaching DOP19,486 million, yet the pace of growth has moderated as the landscape matures and price competition intensifies. The appeal for investment remains strong due to robust consumer spending, a population of 11.5 million, and clear headroom for expansion in higher-value offerings, particularly those responding to the evolving needs of both younger and ageing consumers. The environment is defined b

Tissue and hygiene in Guatemala in 2025 demonstrated stable expansion, underpinned by the country’s steady economic growth, rising consumer expenditure, and population increase. The environment is increasingly attractive for both established and new entrants, as the balance of moderate inflation at 2%, expanding middle-class, and gradual shift in consumer preferences support ongoing volume and value gains, even as growth rates soften from previous highs. Key drivers include pronounced innovation

Tissue and hygiene in Peru in 2025 displayed notable resilience amid macroeconomic stabilisation, yet real sales saw only a marginal uplift, as households maintained a cautious stance on non-essential spending despite GDP growth and consumer expenditure increasing. Flat retail value sales, combined with a sharp focus on cost management, signalled an environment where brands face mounting pressure to demonstrate clear functional value and affordability, particularly as discounters and pharmacy-le

Tissue and hygiene in Pakistan demonstrated notable resilience in 2025, achieving a 17% rise in current value sales to outperforming broader Asia Pacific peers by sustaining both value and volume growth despite inflationary pressures and shifting consumer priorities. The environment remains attractive due to the scale of underlying demand, underpinned by a population of 255 million, growing urbanisation, and rising awareness of health and hygiene, although affordability remains a key constraint

Tissue and hygiene in Sri Lanka in 2025 demonstrates steady but slower value growth compared to prior years, as households remain cautious in their spending following a period of economic instability. The overall environment is attractive for brands able to compete on affordability, as aggressive discounting, bundle promotions, and a surge in private label offerings from major retailers such as Cargills Food City, Keells, and Spar have shifted consumer priorities away from brand loyalty towards

Tissue and hygiene in Honduras achieved steady retail value gains in 2025, outperforming several neighbouring Central American markets facing more severe inflationary pressures. However, the landscape remains shaped by widespread poverty and the lowest per-capita incomes in the region, making affordability the core driver of purchasing decisions and constraining opportunities for premiumisation. The environment is attractive for those able to compete on price and distribution reach, particularl

Tissue and hygiene in Qatar in 2025 continues to demonstrate resilience and underlying growth potential, as evidenced by retail sales reaching QAR853 million and a value growth of 2%, despite a deceleration from the prior year. The environment remains attractive due to a combination of high consumer expenditure, a young and expanding population, and premiumisation supported by elevated GDP per capita, but success hinges on navigating the pronounced duality between value-seeking and premium-orien

Tissue and hygiene in Azerbaijan demonstrates sustained growth in 2025, with retail value sales rising to AZN572 million, supported by continued population expansion and resilient household spending despite inflation of 6%. The landscape remains attractive due to robust demand for essential products and a projected CAGR of 7% through 2030. Value-driven purchasing is increasingly prominent, with large pack formats and private label offerings gaining traction, while competition intensifies as Turk

Tissue and hygiene in Lithuania demonstrates a stable performance in 2025, with value remaining nearly flat following the pronounced inflation-led growth seen across Eastern Europe in previous years. While overall value is supported by consumer spending rising to EUR45.9 billion, the environment is defined by a declining population, subdued birth rates and an expanding elderly demographic, which shifts demand patterns within the core products. Attractiveness in this area is moderate, with opport

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

Despite ongoing cost-of-living constraints and subdued value growth in 2025, tissue and hygiene in Jordan demonstrated notable resilience relative to regional peers, with retail sales reaching JOD285 million and robust volume supported by essentials-focused consumption. The attractiveness of this landscape is underpinned by the dominance of local manufacturers who continue to outpace international competitors through price leadership, efficient pack sizing, and local sourcing, enabling them to r

Tissue and hygiene in Bangladesh demonstrated moderate expansion in 2025, marked by a retail value of BDT21,751 million and year-on-year growth of 3%, driven by government policies that lowered barriers for local manufacturers and stimulated demand across income groups. Bangladesh stands out for the scale of its affordability-driven innovation and successful penetration into both lower- and middle-income demographics, supported by a positive macroeconomic climate and population growth. The mark

Tissue and hygiene in Tanzania demonstrated notable momentum in 2025, outpacing regional and global averages, propelled by rapid urbanisation, a growing youth population, and local innovation. The environment is increasingly attractive for investment, as steady population gains and rising urban incomes expand the consumer base, while persistent affordability constraints and high inflation require companies to adopt a multi-tiered approach to pricing and distribution. Success depends on balancing

Tissue and hygiene in Ethiopia in 2025 exhibited resilient retail value growth, although at a moderate pace as inflation eased from 21% in 2024 to 13% in 2025. However, persistent affordability challenges continue to affect the category despite the country’s large and expanding population of 136 million. The environment remains attractive for companies with strong local manufacturing and adaptive strategies, as local brands can leverage cost advantages and product innovation, while multinationa

Tissue and hygiene in Paraguay delivered robust value growth in 2025, well above the rates seen in recent years, propelled by accelerating economic expansion, controlled inflation, and improved consumer purchasing power. This performance stands out in the region, as the sector rebounded from a prior contraction linked to cross-border smuggling, with renewed household demand and a shift toward higher-quality products. While price sensitivity remains a defining characteristic, especially in toilet

Tissue and hygiene in Ghana in 2025 faced a markedly different performance compared to regional peers, as affordability concerns limited growth in premium offerings and led to a decline in retail value sales from GHS572 million in 2024 to GHS555 million in 2025. While some neighbouring countries benefited from an increase in higher-value and sustainable products, Ghana’s environment was defined by price sensitivity, the prioritisation of local manufacturing, and a shift towards value-driven inno

Tissue and hygiene in Angola achieved value growth of 12% in 2025, supported by robust consumer demand despite persistent inflation and exchange rate fluctuations. The environment is highly attractive for brands able to navigate both the mass need for affordable options and the premiumisation of certain products, with demographic expansion, particularly a population of 39.0 million, underpinning sustained volume and value gains. Winning strategies focus on optimising pack sizes, leveraging dome

Tissue and hygiene in Ireland recorded stronger value growth in 2025 than much of western Europe, with current value sales increasing by 3% to EUR481 million, supported by a combination of economic stability, a rising population of 5.4 million and increased consumer expenditure. The environment is attractive due to the interplay of premiumisation, sustainability and digital channel expansion, which enables leading brands to secure higher price points and foster loyalty, while demographic shifts,

Tissue and hygiene in Tunisia achieved value growth in 2025, a result that outperformed volume gains due to significant inflation and shifting consumer behaviours, in line with broader regional patterns of economic headwinds and urbanisation. The market remains attractive, supported by low per-capita usage, urban expansion, and growing health and wellness awareness, though structural challenges such as the continued decline in birth rates and persistent erosion of purchasing power, which constra

Tissue and hygiene in Cambodia demonstrates stronger retail value growth than inflation and regional averages in 2025, supported by urbanisation, rising disposable incomes, and the rapid expansion of modern retail. This environment is highly attractive due to the increasing consumer base, projected gains in household spending, and robust growth in key categories such as menstrual care and retail adult incontinence. The most significant drivers is the shift in urban purchasing behaviour towards c

Tissue and hygiene in Kuwait achieved robust growth in 2025, registering a retail value of KWD82 million and a year-on-year rise of 3%. This environment remains attractive for suppliers due to resilient disposable incomes, an expanding population, and entrenched bulk-buying habits that support both volume and premium sales. The landscape is defined by a sharp divide between consumers prioritising value through bulk purchases, particularly via cooperative societies and hypermarkets, and those see

Tissue and hygiene in Laos demonstrated notable resilience in 2025, achieving current value sales of LAK677 billion, an 11% increase year-on-year, outperforming many regional counterparts where premiumisation is more pronounced. This robust performance was driven by a sharp consumer focus on affordability, with pronounced demand for bulk formats and smaller unit packs as inflation and a 91% surge in electricity prices further constrain purchasing power.

Tissue and hygiene in Uganda outperformed many regional counterparts in 2025, posting a rise in retail sales, fuelled by strong population growth, increased consumer spending, and the rapid expansion of value-focused and convenience-driven product innovations. The environment is increasingly attractive for investment, given growth forecasts and the success of targeted local production initiatives that address both affordability and access, particularly in high-demand areas such as nappies/diaper

Tissue and hygiene in Bosnia and Herzegovina in 2025 demonstrated resilience through steady retail value gains despite pronounced demographic decline and persistent affordability pressures, distinguishing itself from regional peers by successfully combining premiumisation and innovation with a strong value focus. While retail sales value continued to rise, reaching BAM253 million, and wipes advance with a 6% annual growth in current value terms, these gains occur in a context of a shrinking popu