Tissue and hygiene products saw a slight increase in popularity in Iraq in 2024. Consumers displayed growing interest in higher quality products that offered added value.
Tissue and hygiene in 2024: The big picture
The growing number of players entering the tissue and hygiene market in Iraq is leading to increasing fragmentation, with players that did not individually register a significant share seeing a marked increase in their combined share in 2024. This shift is primarily due to the fluctuating supply from major suppliers and the entrance of smaller players that are capturing market share from established brands.
2024 key trends
Nappies/diapers/pants remained the most popular category in tissue and hygiene in 2024. While it performed more sluggishly than other categories, nappies/diapers/pants is a very large and stable category.
Competitive landscape
Hayat Holding AS remained the leading player in overall tissue and hygiene in Iraq in 2024, though it witnessed a marked decline in share as a result of the presence of a growing number of smaller players competing aggressively in terms of price.
Retail developments
Small local grocers remained the primary distribution channel for retail tissue and hygiene in Iraq in 2024. The strength of this channel is largely due to the vast numbers of outlets available throughout the country and their wide product ranges.
What next for tissue and hygiene?
Tissue and hygiene products are expected to see their popularity rise in Iraq over the forecast period. Dependence on tissue and hygiene products has been steadily increasing over the years, and this trend is expected to persist across the market.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Iraq 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 Iraq, 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 Iraq 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 Iraq?
- Which are the leading brands in Tissue and Hygiene in Iraq?
- How are products distributed in Tissue and Hygiene in Iraq?
- 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 Iraq
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
Consumers becoming aware of range of products on offer
Dominant brand, Always, performs strongly
Small local grocers is the leading channel
Prospects and Opportunities
Further growth ahead as per capita consumption is still low
Modern grocery retail outlets set to expand presence
Ongoing trend towards slim/thin/ultra-thin products with wings
Category Data
Key Data Findings
2024 Developments
Consumers look for lowest prices
Increasing fragmentation
Modern grocery retailers eating into share of small local grocers
Prospects and Opportunities
Increasing focus on quality expected
Small local grocers to remain important despite falling share
Potential for local production
Category Data
Key Data Findings
2024 Developments
Expanding availability
Leaders lose share
Small local grocers sees share growth
Prospects and Opportunities
Notable growth potential
Need to reduce stigma
Innovation set to lead to diversification of offer
Category Data
Key Data Findings
2024 Developments
Demand concentrated in urban areas
Category becomes more fragmented
Other non-grocery retailers is the leading channel
Prospects and Opportunities
Female consumers to drive growth
Expanding availability
Lack of innovation and limited awareness to support focus on price
Category Data
Key Data Findings
2024 Developments
Increasing usage across consumer groups
Major players losing share
Small local grocers dominate
Prospects and Opportunities
Urbanisation and busy lifestyles to support growth
Expanding distribution to support growth
Thickness to remain an important differentiating factor
Category Data
Key Data Findings
2024 Developments
Growth, but historically limited demand
Rising demand for AFH adult incontinence
Toilet paper and boxed facial tissues the most popular subcategories
Prospects and Opportunities
Further growth ahead
Rising demand expected across channels
Local production set to increase
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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-
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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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-
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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
-
- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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-
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- Paper Towels
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- Napkins
- Tablecloths
-
- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
-
- 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
-
- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
-
- Pantyliners
- Tampons
-
-
- Standard Towels With Wings
- Standard Towels Without Wings
-
- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
-
- Menstrual Care Including Intimate Wipes
-
-
-
- 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
-
-
- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
-
- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
-
-
-
- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
-
-
- AFH Paper Towels
- Retail Paper Towels
-
- 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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