Tissue and hygiene in 2024: The big picture
Tissue and hygiene sales saw strong and steady growth in current value terms in 2024, following a similar pattern seen in the previous few years. Growth was driven by urbanisation, rising hygiene awareness, and expanding retail access. However, economic pressures are pushing consumers toward more affordable, value-oriented products, which led to slightly slower growth in 2024 compared to 2023.
2024 key trends
Demand for nappies/diapers/pants is being driven by a growing population of infants, rising awareness of infant hygiene, and increasing disposable incomes, especially among urban and working-class families. Sales have also been fuelled by the increasing number of women joining the workforce and by the launch of more products and brands which is offering consumers a wider choice of options. However, overall demand for disposable nappies/diapers/pants remains limited by the preference for cloth nappies/diapers as they are cheaper.
Competitive landscape
Procter & Gamble remained the leading company in tissue and hygiene in Côte d’Ivoire in 2024. The company has a strong presence in nappies/diapers/pants with the Pampers brand and with the Always brand in menstrual care and Always Discreet in retail adult incontinence. These brands benefit from their relatively affordable prices, better quality, and wide distribution networks, with product visibility being a key strength.
Retail developments
Small local grocers remained the leading distribution channel for tissue and hygiene in 2024 largely thanks to the close proximity of these stores to consumers. Nonetheless, modern retailing is expanding in the country, with new outlets from chained retailers opening every year in the main cities of Abidjan, Yamoussoukro and San Pedro. As the number of these outlets increases, proximity to consumers improves, and the share of informal retailers slowly decreases. For instance, French retailer Auchan opened five stores in Abidjan during the review period, while other key players include Prosuma Group, Retail Holding and CFAO.
What next for tissue and hygiene?
Sales of tissue and hygiene are expected to rise over the forecast period with similar growth to that seen over the review period in value terms (at constant 2024 prices). Emerging categories like retail adult incontinence are expected to experience an increase in demand as the local life expectancy increases with more older consumers demanding these products. This is also linked to a growing focus on hygiene and convenience.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Côte d'Ivoire 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene industry in Côte d'Ivoire, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Tissue and Hygiene in Côte d'Ivoire 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 Tissue and Hygiene in Côte d'Ivoire?
- Which are the leading brands in Tissue and Hygiene in Côte d'Ivoire?
- How are products distributed in Tissue and Hygiene in Côte d'Ivoire?
- 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 Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Côte d'Ivoire
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Key Data Findings
2024 Developments
Demand grows but remains focused largely on standard towels
Leading players benefit from the accessibility and affordability of their products
Distribution landscape slowly evolving to modern shopping trends
Prospects and Opportunities
Positive outlook for menstrual care as education and awareness improves
Opportunities exist for e-commerce despite the channel’s limited presence
Innovation expected to focus on comfort
Category Data
Key Data Findings
2024 Developments
Pampers and Smiley remain on top
Modern retailers making gains but small local grocers lead distribution
Prospects and Opportunities
Positive outlook for nappies/diapers backed by several positive trends
E-commerce unlikely to make a significant impact in the short term
Players may need to invest in new innovations to keep up with the competition
Category Data
Key Data Findings
2024 Developments
Sales benefiting from rising awareness of the ways to manage incontinence
Leading players focus on visibility and affordability to push sales
Distribution expanding but e-commerce yet to get a foothold in the category
Prospects and Opportunities
Demographic factors present a significant barrier to growth
Education and awareness key to reaching more consumers
Innovation likely to focus on improved efficacy and discretion
Category Data
Key Data Findings
2024 Developments
Sales of wipes grow in 2024 but challenges remain
International players face new challenges in the form of local competition
Small local grocers lead sales but supermarkets making inroads
Prospects and Opportunities
Growth projected to be fuelled by the increasing demand for baby wipes
E-commerce offers growth opportunities despite minimal presence in the market
Innovation could focus on greener options
Category Data
Key Data Findings
2024 Developments
Toilet paper key to growth as more households adopt Western habits
Competitive landscape remains stable with Essity in the lead
Convenience is king as small local grocers remain on top
Prospects and Opportunities
Toilet paper set to see rising demand backed by economic growth
Cheaper products could enter the market
Price likely to remain the primary consideration
Category Data
Key Data Findings
2024 Developments
Strong demand for AFH toilet paper
Small elderly population limits demand for AFH adult incontinence
The horeca channel playing a key role in the growth of AFH tissue
Prospects and Opportunities
Bright outlook for AFH tissue and hygiene with signs of economic growth and development
Ageing population could create a market for AFH adult incontinence
Financial and environmental concerns expected to inform innovation
Category Data
The following categories and subcategories are included:
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
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- Light Adult Incontinence
- Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels with Wings
- Standard Towels without Wings
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- Slim/Thin/Ultra-Thin Towels with Wings
- Slim/Thin/Ultra-Thin Towels without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Retail Light Adult Incontinence
- Retail Moderate/Heavy Adult Incontinence
- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
-
-
-
- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
-
-
- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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-
- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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-
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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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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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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