In 2024, tissue and hygiene sales rose in value terms. Sales are being driven by urbanisation, rising hygiene awareness, and expanding retail access, while economic pressures are pushing consumers towards affordable, value-orientated products. The market is growing steadily, with nappies/diapers/pants and toilet paper being among the most popular.
Demand for nappies/diapers/pants was the largest category in tissue and hygiene in Ethiopia in 2024, with the category also experiencing the strongest growth over the previous year. Demand for these products 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.
The leading company in tissue and hygiene, and which was also the fastest growing in 2024, is Ontex Tüketim Ürünleri San ve Tic AS, thanks to the strong popularity of its Canbebe brand in nappies/diapers/pants. Since 2017, this company has been producing nappies locally in its state-of-the art manufacturing facility in Ethiopia.
Tissue and hygiene products are mainly purchased from small local grocers as these outlets are accessible and largely stock relatively inexpensive products. In addition, these channels offer advantages such as informal credit and the opportunity to haggle over prices. Most middle-income groups, and low-income consumers, who use these products generally purchase them from small local grocers due to the widespread presence of these outlets across the country. The remaining middle- and high-income groups buy from supermarkets and pharmacies, which offer wider ranges and often stock high-end products. Toilet paper, small packages of napkins and menstrual care can be found in urban areas, which are the main markets for these products, whereas it is often difficult to find tissue and hygiene products in rural areas.
Sales of tissue and hygiene are expected to rise over the forecast period. Emerging categories, such as retail adult incontinence, are expected to experience an increase in demand as life expectancy increases locally with more older consumers demanding these products
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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:
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.
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 definitionsThis report originates from Passport, our Tissue and Hygiene research and analysis database.
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