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Price Pressures and Inflation Limit Consumer Purchasing
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 multinational players lose ground to nimble entrants and the proliferation of new formats such as three-ply tissue and reusable pads. Digital transformation, illustrated by the launch of Zemen Gebeya and growing urban digital finance uptake, is widening access.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Ethiopia 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 Ethiopia, 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 Ethiopia 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 Ethiopia?
- Which are the leading brands in Tissue and Hygiene in Ethiopia?
- How are products distributed in Tissue and Hygiene in Ethiopia?
- 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 Ethiopia
Price Pressures and Inflation Limit Consumer Purchasing
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Price Pressures and Inflation Limit Consumer Purchasing
Chart 2 Price Increases Impacts Menstrual Care Products
Ethio Telecom Accelerates E-Commerce Access
Retail Tissue Options Expand with Demand From Urban Shoppers
Chart 3 Value Sales 2020-2030
Chart 4 Value Sales by Category 2025
Urban Consumers to Accelerate Paper Towel Adoption as Household Habits Shift
Chart 5 What’S Next? for Tissue and Hygiene
Local Producers Expected to Leverage Cost Advantage as Value Focus Intensifies
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
Ontex and Procter and Gamble Maintain Lead
Eve Expands Formats to Capture New Shoppers
Chart 8 Company Shares 2025
Chart 9 Brand Shares 2025
Small Local Grocers Maintain Lead as Supermarkets Target Premium Shoppers
Chart 10 Retail Channels 2020-2025
Chart 11 Economic Context for Tissue and Hygiene
Chart 12 Real Gdp Growth 2020-2030
Chart 13 Inflation 2020-2030
Chart 14 Consumer Context for Tissue and Hygiene
Chart 15 Population 2020-2030
Chart 16 Consumer Expenditure 2020-2030
Chart 17 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Ethiopia
Key Data Insights
Rising Cost Pressure Drives Consumer Demand for Affordability
Rising Cost Pressure Drives Consumer Demand for Affordability
Dispenser-Friendly Formats Grow with Ahf Ethiopia’S Tender
Chart 18 Value Sales 2020-2030
Chart 19 Value Sales by Category 2025
Local Suppliers Set to Continue Prioritising Affordability and Efficiency
Operational Efficiency Set to Drive Sales through Institutional Buyers
Bulk Tissue Formats to Outpace Alternatives
Chart 20 Forecast Value Sales 2020-2030
Chart 21 Forecast Value Sales by Category 2025-2030
Wholesalers Leverage Pricing and Reach to Consolidate Channel Dominance
Chart 22 Retail Channels 2020-2025
Chart 23 Economic Context for Away-From-Home Tissue and Hygiene
Chart 24 Real Gdp Growth 2020-2030
Chart 25 Inflation 2020-2030
Chart 26 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 27 Population 2020-2030
Chart 28 Consumer Expenditure 2020-2030
Chart 29 Population by Generation 2025
Nappies/Diapers/Pants in Ethiopia
Key Data Insights
Local Brands Outpace Imports with Competitive Pricing
Chart 30 Key Industry Trends for Nappies/Diapers/Pants
Local Brands Outpace Imports with Competitive Pricing
Chart 31 Local Brands Remain Price Competitive
Ontex’S Withdrawal and Foreign Exchange Issues Disrupt Established Brands
Rising Demand for Reusable Options Reflects Affordability Concerns
Chart 32 Value Sales 2020-2030
Chart 33 Volume Sales 2020-2030
Chart 34 Value Sales by Category 2025
Local Producers Respond to Currency Pressures by Reshaping Pricing and Access
Chart 35 Forecast Value Sales 2020-2030
Chart 36 Forecast Value Sales by Category 2025-2030
Ontex’S Exit Leaves Room for Local Companies to Capture Share
Chart 37 Company Shares 2025
Chart 38 Brand Shares 2025
Small Local Grocers Anchor Household Access to Affordable Brands
Zemen Gebeya Leverages Digital Infrastructure to Broaden Product Reach
Chart 39 Retail Channels 2020-2025
Chart 40 Economic Context for Nappies/Diapers/Pants
Chart 41 Real Gdp Growth 2020-2030
Chart 42 Inflation 2020-2030
Chart 43 Consumer Context for Nappies/Diapers/Pants
Chart 44 Population 2020-2030
Chart 45 Consumer Expenditure 2020-2030
Chart 46 Population by Generation 2025
Menstrual Care in Ethiopia
Key Data Insights
Economic Pressures and Population Growth Impact Menstrual Care Sales
Chart 47 Key Industry Trends for Menstrual Care
Economic Pressures and Population Growth Impact Menstrual Care Sales
Chart 48 Always Maintains Presence with Variety
Affordability Primes Local Brands for Success
Rising Costs Push Consumers Towards Local and Reusable Options
Chart 49 Reuseable Cotton Pads Rise
Chart 50 Value Sales 2020-2030
Chart 51 Volume Sales 2020-2030
Chart 52 Value Sales by Category 2025
Local Brands to Sustain Growth as Affordability Shapes Demand
Chart 53 Forecast Value Sales 2020-2030
Chart 54 Forecast Value Sales by Category 2025-2030
Zhangzhou Zhiguang Paper Strengthens Leading Position
Ruby Pads Gains Traction among Urban Consumers
Chart 55 Company Shares 2025
Chart 56 Brand Shares 2025
Grocery Retailers Maintain Dominance as Supermarkets Grow Share
Digital Adoption Expected to Accelerate
Chart 57 Retail Channels 2020-2025
Chart 58 Economic Context for Menstrual Care
Chart 59 Real Gdp Growth 2020-2030
Chart 60 Inflation 2020-2030
Chart 61 Consumer Context for Menstrual Care
Chart 62 Population 2020-2030
Chart 63 Consumer Expenditure 2020-2030
Chart 64 Population by Generation 2025
Wipes in Ethiopia
Key Data Insights
Economic Pressure and Health Awareness Drive Affordable Wipes
Chart 65 Key Industry Trends for Wipes
Economic Pressure and Health Awareness Drive Affordable Wipes
Chart 66 Portable Baby Wipes Rise
Portable Packs Boost Impulse Purchases among Urban Parents and Commuters
Alcohol-Free Baby Wipes Gain Trust through Clean Wellness Positioning
Chart 67 Value Sales 2020-2030
Chart 68 Value Sales by Category 2025
Affordable Multipacks Set to Grow as Ethiopian Incomes Rise
Clean Wellness Products to Attract Urban Parents
Chart 69 Forecast Value Sales 2020-2030
Chart 70 Forecast Value Sales by Category 2025-2030
Grocery Retailers Sustain Growth as Price Remains Key
E-Commerce Remains Negligible as Offline Retail Meets Demand for Daily Essentials
Chart 71 Retail Channels 2020-2025
Chart 72 Economic Context for Wipes
Chart 73 Real Gdp Growth 2020-2030
Chart 74 Inflation 2020-2030
Chart 75 Consumer Context for Wipes
Chart 76 Population 2020-2030
Chart 77 Consumer Expenditure 2020-2030
Chart 78 Population by Generation 2025
Retail Tissue in Ethiopia
Key Data Insights
Economic Shifts Drive Affordability in Retail Tissue
Economic Shifts Drive Affordability in Retail Tissue
Toilet Paper Leads Sales with Multifunctionality
Chart 79 Price Differences Affect Product Availability
Xiaohui Bai’S Bravo Launch Intensifies Price Competition
Chart 80 Value Sales 2020-2030
Chart 81 Volume Sales 2020-2030
Chart 82 Value Sales by Category 2025
Established Players to Maintain Dominance as Investment Barriers Rise
Toilet Paper Set to Sustain Lead as Multipurpose Habits Persist
Chart 83 Forecast Value Sales 2020-2030
Chart 84 Forecast Value Sales by Category 2025-2030
Al?Mulla Converting Ind Maintains Lead as Competition Intensifies
Chart 85 Company Shares 2025
Chart 86 Brand Shares 2025
Small Local Grocers Sustain Dominance as Supermarkets Gain Ground
Chart 87 Retail Channels 2020-2025
Chart 88 Economic Context for Retail Tissue
Chart 89 Real Gdp Growth 2020-2030
Chart 90 Inflation 2020-2030
Chart 91 Consumer Context for Retail Tissue
Chart 92 Population 2020-2030
Chart 93 Consumer Expenditure 2020-2030
Chart 94 Population by Generation 2025
Country Reports Disclaimer
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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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other 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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- Disposable Period Pants
- 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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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- 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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- Disposable Period Pants
- 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
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-
- 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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- 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.
See all of our definitions
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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