Tissue and hygiene in 2024: The big picture
Egypt’s tissue and hygiene market saw remarkable growth in current value terms in 2024, continuing the trend from the previous year. However, this increase was driven by inflation rather than a genuine rise in demand.
2024 key trends
The largest category within the market is nappies/diapers/pants. However, the segment is struggling to achieve growth due to a declining birth rate, which has reduced the number of potential consumers.
Competitive landscape
Procter & Gamble maintained its position as the leading company in the tissue and hygiene market in Egypt by value in 2024. The company dominates the nappies/diapers/pants and menstrual care categories through its flagship brands, Pampers and Always, respectively.
Retail developments
Supermarkets remain the leading distribution channel, attracting a broad customer base with their diverse product offerings and the convenience of a one-stop shopping experience. Their widespread presence across urban areas gives them an advantage over hypermarkets, which are typically located in key towns within major cities.
What next for tissue and hygiene?
Retail sales of tissue and hygiene products in Egypt are expected to see steady growth in constant value terms (at 2024 prices) over the forecast period. Despite economic challenges and constrained household purchasing power, the country’s growing population and rapid urbanisation continue to drive demand, making the tissue and hygiene market a promising sector with strong long-term potential.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Egypt 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 Egypt, 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 Egypt 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 Egypt?
- Which are the leading brands in Tissue and Hygiene in Egypt?
- How are products distributed in Tissue and Hygiene in Egypt?
- 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 Egypt
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Away-From-Home Tissue and Hygiene in Egypt
KEY DATA FINDINGS
Away-from-home tissue market is growing steadily
AFT adult incontinence registers dynamic performance
Market is characterised by absence of innovation
AFT tissue and hygiene will continue to expand
Egypt’s digital transformation will enhance business procurement processes
Customisation will be key to innovation in the market
Retail Adult Incontinence in Egypt
KEY DATA FINDINGS
Adult incontinence market continues to expand, driven by increasing elderly population
Fine leads the market
Pharmacies represent key retail channel for adult incontinence products
Adult incontinence will continue to see robust growth
E-commerce will expand access to adult incontinence products
Innovations will focus on affordability, without compromising quality
Nappies/Diapers/Pants in Egypt
KEY DATA FINDINGS
Nappies/diapers/pants see lower volume sales in light of declining birth rate
P&G faces intensified competition from Hayat Kimya
Hypermarkets and supermarkets remain key contributors to sales
Sales of nappies/diapers/pants are expected to decline
E-commerce channel will make greater contribution to sales
Product innovations targeted at high end households could boost value growth
Menstrual Care in Egypt
KEY DATA FINDINGS
Steady growth in menstrual care, driven by rising female population, education, and empowerment
Always continues to lead, but faces growing competition
Health and beauty specialists are key contributor to sales of the menstrual care products
Menstrual care products are expected to maintain steady growth
E-commerce channel to make greater contribution to sales of menstrual care products
Cost-effective innovations using natural materials expected to appeal to Egyptian consumers
Wipes in Egypt
KEY DATA FINDINGS
Baby wipes regain sales momentum
Easy Group For Health & Beauty Care leads with flagship brand
Hypermarkets remain key contributor to sales
Positive outlook for wipes
E-commerce channel to make larger contribution to sales
Further innovations expected in baby wipes
Retail Tissue in Egypt
KEY DATA FINDINGS
Economic pressures continue to impact demand
Fine leads the market
Supermarkets and hypermarkets are key contributors to retail tissue sales
Retail tissue market will see improved performance
E-commerce channel will continue to expand
More eco-friendly products to enter the market.
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
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-
-
- 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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