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Everpack Expands Value-Driven Tissue Choices to Address Affordability Pressures
Tissue and hygiene in Ghana in 2025 faced a markedly different performance compared to regional peers, as affordability concerns limited growth in premium offerings and led to a decline in retail value sales from GHS572 million in 2024 to GHS555 million in 2025. While some neighbouring countries benefited from an increase in higher-value and sustainable products, Ghana’s environment was defined by price sensitivity, the prioritisation of local manufacturing, and a shift towards value-driven innovation. The combination of high import costs, inflationary pressures, and a population of 35.1 million with a significant youth demographic continued to support underlying demand, yet the pace and composition of spending reflected constraints on purchasing power. Despite these challenges, the outlook remains attractive, as growth is set to accelerate to a projected GHS1,010 million in retail sales by 2030, driven by local sourcing, digital transformation, and rapid adoption of affordable and sustainable solutions. Brands that adapt their strategies to emphasise cost efficiency, invest in digital and offline distribution, and align with evolving consumer values around health and the environment are best positioned to capitalise on these shifts and secure long-term relevance.
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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
Everpack Expands Value-Driven Tissue Choices to Address Affordability Pressures
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Everpack Expands Value-Driven Tissue Choices to Address Affordability Pressures
Texstyles Ghana Drives Sustainable Menstrual Solutions with Reusable Pad Innovation
Chart 2 Coniwas Launches 2025 Ghana Wash Week with Spotlight on Reusable Menstrual Pad Standards
Digital Platforms Accelerate Access to Premium Nappies and Wipes for Urban Families
Chart 3 Value Sales 2020-2030
Chart 4 Value Sales by Category 2025
Local Sourcing and Sustainability Trends Set to Drive Future Growth of Tissue and Hygiene
Sustainable and Eco-Friendly Innovation Expected to Boost Future Growth in Menstrual Care
Chart 5 Analyst Insight for Tissue and Hygiene
Social Enterprises and Digital Platforms Anticipated to Reshape Consumer Preferences and Access
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
Sunda Ghana Investment LTD maintains lead through scale and established distribution networks
Flora Kids and Safare Challenge Incumbents with Local Innovation
Chart 8 Company Shares 2025
Chart 9 Brand Shares 2025
Small Local Grocers Retain Shoppers as Modern Outlets Expand
Online Retailers Target Premium Shoppers but Scale Remains Limited
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 Ghana
Key Data Insights
Modernisation Boosts Afh Tissue and Hygiene Sales
Modernisation Boosts Afh Tissue and Hygiene Sales
Everpack Launches Larger Tissue Packs to Improve Convenience
Government Hygiene Campaigns Boost Tissue Demand
Chart 18 Value Sales 2020-2030
Chart 19 Value Sales by Category 2025
Mid-Range Hotels and Hospitals Drive Bulk Tissue Supply Contracts
Government Hygiene Audits and Tourism Raise Quality Standards for Suppliers
Chart 20 Forecast Value Sales 2020-2030
Chart 21 Forecast Value Sales by Category 2025-2030
Supermarkets and Online Platforms Expand Access to Premium Formats
Retail E-Commerce and Supermarkets Create a Two-Track Procurement Landscape
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
Retail Adult Incontinence in Ghana
Key Data Insights
Caplet and Ghana Diaper Villa Drive Access through E-Commerce and Targeted Supply
Caplet and Ghana Diaper Villa Drive Access through E-Commerce and Targeted Supply
Chart 30 Adult Incontinence Products in Online Shops
Older Adults Prioritise Moderate and Heavy Solutions as Incomes Stagnate
Caplet Expands Reach and Reduces Stigma with Discreet Delivery and Education
Chart 31 Value Sales 2020-2030
Chart 32 Volume Sales 2020-2030
Chart 33 Value Sales by Category 2025
E-Commerce Platforms Widen Access and Boost Discreet Purchases
Mid-Tier Products and Local Production Attract Price-Sensitive Buyers
Subscription Models and Donation Partnerships Expand Consumer Reach
Chart 34 Forecast Value Sales 2020-2030
Chart 35 Forecast Value Sales by Category 2025-2030
Marvel Five Investments Ltd and Sanita Consumer Products Llc Defend Share as Value Focus Drives Brand Loyalty
Chart 36 Company Shares 2025
Chart 37 Brand Shares 2025
Pharmacies and Medical-Supply Shops Maintain Trust and Drive Product Access
Retail E-Commerce Broadens Reach and Offers Discreet Solutions
Chart 38 Retail Channels 2020-2025
Chart 39 Economic Context for Retail Adult Incontinence
Chart 40 Real Gdp Growth 2020-2030
Chart 41 Inflation 2020-2030
Chart 42 Consumer Context for Retail Adult Incontinence
Chart 43 Population 2020-2030
Chart 44 Consumer Expenditure 2020-2030
Chart 45 Population by Generation 2025
Nappies/Diapers/Pants in Ghana
Key Data Insights
Softcare Leverages Affordability to Build Loyalty and Outpace Rivals
Softcare Leverages Affordability to Build Loyalty and Outpace Rivals
Softcare’S Scale Drives Volume as Nappies/Diapers Dominate Household Choices
Flora’S Entry Sparks Dynamic Volume Growth in Disposable Pants
Chart 46 Value Sales 2020-2030
Chart 47 Volume Sales 2020-2030
Chart 48 Value Sales by Category 2025
Local Manufacturers Capture Price-Led Growth as Incomes Shift
Affordable Nappies/Diapers Sustain Dominance as Disposable Pants Accelerate
Digital Engagement and Compliance Reshape Brand Strategies and Trust
Chart 49 Forecast Value Sales 2020-2030
Chart 50 Forecast Value Sales by Category 2025-2030
Flora Leverages Local Production to Challenge Softcare’S Lead
Chart 51 Company Shares 2025
Chart 52 Brand Shares 2025
Open Markets and Baby Shops Sustain Accessibility-Led Growth
Courier Services and Online Shops Broaden Consumer Access and Choice
Chart 53 Retail Channels 2020-2025
Chart 54 Economic Context for Nappies/Diapers/Pants
Chart 55 Real Gdp Growth 2020-2030
Chart 56 Inflation 2020-2030
Chart 57 Consumer Context for Nappies/Diapers/Pants
Chart 58 Population 2020-2030
Chart 59 Consumer Expenditure 2020-2030
Chart 60 Population by Generation 2025
Menstrual Care in Ghana
Key Data Insights
Softcare Increases Affordable Pad Supply to Meet Rising Demand
Softcare Increases Affordable Pad Supply to Meet Rising Demand
Chart 61 Softcare Offers More Affordable Pads
Government’S Free Pad Initiative Expands Access and Reduces Absenteeism
Gtp Pilots Local Reusable Pad Production to Empower Girls and Reduce Waste
Chart 62 Value Sales 2020-2030
Chart 63 Volume Sales 2020-2030
Chart 64 Value Sales by Category 2025
Ngos and Local Brands Drive Access through Affordability and Education
Reusable and Eco-Friendly Solutions Gain Ground through Social Advocacy
Cost Efficiency and Sustainability Reshape Competitive Landscape
Chart 65 Forecast Value Sales 2020-2030
Chart 66 Forecast Value Sales by Category 2025-2030
Lexta Ghana Ltd Faces Rising Challenges as Softcare and New Local Brands Gain Share
Ohemaa and Gtp Pure Pad Drive Innovation and Inclusion through Local Relevance
Chart 67 Company Shares 2025
Chart 68 Brand Shares 2025
Small Local Grocers Maintains Dominance, Driven by Convenience and Reach
Ohemaa and Digital Channels Engage Young Consumers with New Value Offers
Chart 69 Retail Channels 2020-2025
Chart 70 Economic Context for Menstrual Care
Chart 71 Real Gdp Growth 2020-2030
Chart 72 Inflation 2020-2030
Chart 73 Consumer Context for Menstrual Care
Chart 74 Population 2020-2030
Chart 75 Consumer Expenditure 2020-2030
Chart 76 Population by Generation 2025
Wipes in Ghana
Key Data Insights
Local Brands Prioritise Affordability, Enabling Better Access for Families
Local Brands Prioritise Affordability, Enabling Better Access for Families
Personal Wipes Reach New Households as Wellness Features Drive Appeal
Chart 77 Softcare Wipes Provides an Affordable Local Option
Linzy and Softcare Respond to Demand for Convenience and Wellness
Chart 78 Value Sales 2020-2030
Chart 79 Value Sales by Category 2025
Busy Households and Institutions Accelerate Demand for Convenient Formats
Personal Wipes Outpace All Others as Wellness Features Drive Loyalty
E-Commerce and Multi-Channel Sales Expand Reach for Trusted Brands
Chart 80 Forecast Value Sales 2020-2030
Chart 81 Forecast Value Sales by Category 2025-2030
Kimberly-Clark Responds to Rising Competition with Wellness-Focused Wipes
Simple and Beauty Formulas Target Young Women with Skincare Wipes
Chart 82 Company Shares 2025
Chart 83 Brand Shares 2025
Health and Beauty Specialists Shape Consumer Choices with Consistent Variety
Modern Retail and E-Commerce Platforms Attract Urban Middle-Income Shoppers
Melcom Leverages Modern Formats to Expand Wipes Accessibility
Chart 84 Retail Channels 2020-2025
Chart 85 Economic Context for Wipes
Chart 86 Real Gdp Growth 2020-2030
Chart 87 Inflation 2020-2030
Chart 88 Consumer Context for Wipes
Chart 89 Population 2020-2030
Chart 90 Consumer Expenditure 2020-2030
Chart 91 Population by Generation 2025
Retail Tissue in Ghana
Key Data Insights
Everpack and Shine Brands Increase Affordability and Accessibility for Households
Everpack and Shine Brands Increase Affordability and Accessibility for Households
Everpack Responds to Demand for Value and Convenience with Mini Packs and Large Facial Tissues
Chart 92 Value Sales 2020-2030
Chart 93 Volume Sales 2020-2030
Chart 94 Value Sales by Category 2025
Urban Shoppers Shift Towards Portable and Bulk Tissue Formats
Toilet Paper Dominates as Facial Tissues Drive Growth Momentum
Sustainability and Digital Engagement Reshape Tissue Brand Strategies
Chart 95 Forecast Value Sales 2020-2030
Chart 96 Forecast Value Sales by Category 2025-2030
Flora Leverages Awards and Media to Expand Brand Loyalty
Chart 97 Company Shares 2025
Chart 98 Brand Shares 2025
Small Local Grocers Drive Tissue Accessibility with Flexible Pricing
Online Platforms Attract Urban Shoppers with Convenience and Variety
Chart 99 Retail Channels 2020-2025
Chart 100 Economic Context for Retail Tissue
Chart 101 Real Gdp Growth 2020-2030
Chart 102 Inflation 2020-2030
Chart 103 Consumer Context for Retail Tissue
Chart 104 Population 2020-2030
Chart 105 Consumer Expenditure 2020-2030
Chart 106 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)
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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
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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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