Tissue and hygiene in Ghana has continued its positive trajectory in 2024, building on momentum gained during and after the COVID-19 pandemic. The heightened awareness of hygiene practices among Ghanaians remains a key driver of growth in the category.
Tissue and hygiene in 2024: The big picture
Sales of tissue and hygiene rose in both value and volume terms in 2024, although precise growth rates remain to be confirmed. The market continues to face substantial challenges, including currency depreciation, high import duties, inflation, and increasing transportation costs.
2024 key trends
Retail tissue was the largest category within tissue and hygiene in 2024, supported by increasing local production. More than 80% of tissue products used in Ghana are now manufactured domestically, making the category less susceptible to import-related inflation.
Competitive landscape
Sunda Ghana remained the leading company within tissue and hygiene in 2024, dominating the diaper segment, while Delta Ghana led in retail tissue. Lexta Ghana’s Yazz brand continued to dominate the sanitary pad market.
Retail developments
Traditional grocery retailers were the leading distribution channel within tissue and hygiene in 2024. With limited disposable income, most Ghanaians continue to make small, frequent purchases from neighbourhood shops rather than buying in bulk.
What next for tissue and hygiene?
Sales of tissue and hygiene are projected to rise over the forecast period, though performance will depend on the stability of exchange rates and inflation. Growth is expected to be driven by continued local production, with potential for expansion in raw material processing to reduce import dependency.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Ghana 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 Ghana, 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 Ghana 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 Ghana?
- Which are the leading brands in Tissue and Hygiene in Ghana?
- How are products distributed in Tissue and Hygiene in Ghana?
- 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 Ghana
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
Value sales supported by awareness campaigns and domestic brand expansion
Lexta Ghana leads menstrual care while benefiting from market trust and variety
Retailers drive growth as van distribution and informal trade support reach
Prospects and Opportunities
Local production expected to boost accessibility and price stability
Wholesale e-commerce growth expected to outpace retail in the short term
Product innovation focuses on comfort, sensitivity, and consumer needs
Category Data
Key Data Findings
2024 Developments
Diaper sales continue to rise amid lifestyle shifts and brand diversification
Sunda Ghana remains the dominant and most dynamic player in nappies
Wholesalers and retailers lead, while e-commerce expands rapidly
Prospects and Opportunities
Local production holds key to growth amid currency volatility
E-commerce becomes a core channel for small-scale players
Product innovation expands to meet diverse consumer needs
Category Data
Key Data Findings
2024 Developments
Adult incontinence performance improves due to greater awareness and market variety
Market remains fragmented, with imported products dominating
Distribution remains focused on urban markets and traditional retailers
Prospects and Opportunities
Retail adult incontinence set to grow with improved awareness and wider availability
E-commerce plays a growing role in product accessibility
Innovation focuses on comfort, discretion and skin health
Category Data
Key Data Findings
2024 Developments
Increased diversity and accessibility of baby wipes drive overall growth
Local producers gain traction in a competitive market
Retail dominates distribution while online sales grow steadily
Prospects and Opportunities
Urbanisation and rising hygiene awareness support category expansion
Digital platforms offer wider reach for small businesses
Convenient, on-the-go packaging is key to product innovation
Category Data
Key Data Findings
2024 Developments
Retail value sales growth driven by local production and shifting lifestyle trends
Multiple dynamic local players drive competition and innovation
Traditional retail continues to lead distribution, supported by growing e-commerce adoption
Prospects and Opportunities
Inflationary pressures may challenge growth, but hygiene awareness offers long-term opportunity
Toilet paper remains essential while paper towels and pocket tissues gain ground
Distribution and brand diversification strategies support wider market reach
Category Data
Key Data Findings
2024 Developments
Post-pandemic hygiene expectations raise demand for away-from-home tissue and hygiene
Health sector developments support away-from-home adult incontinence sales
Away-from-home adult incontinence offerings diversify to meet specific needs
Prospects and Opportunities
Sales expected to rise with greater awareness and local production
Distribution expands beyond traditional channels to include hospitals and online
Innovation focuses on discretion, comfort and enhanced functionality
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
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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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- 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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