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Molfix Expands Bulk Pack Strategy to Defend Price Leadership
Tissue and hygiene in Iraq continues to demonstrate robust current value growth, reaching IQD1,541,179 million in 2025 with a 4% annual increase in current value terms, outperforming several neighbouring markets and underscoring resilience amid economic headwinds and intensifying competition from Chinese and Turkish imports. The landscape remains attractive, supported by a growing population and rising consumer expenditure, but success requires navigating pronounced fragmentation, sustained price pressure, and evolving consumer priorities. Leading brands are defending share by leveraging operational scale, broad product portfolios, and value-driven innovation, while those unable to deliver affordability, convenience, and credible wellbeing claims are increasingly vulnerable in a marketplace where efficiency and trust are paramount.
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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
Molfix Expands Bulk Pack Strategy to Defend Price Leadership
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Molfix Expands Bulk Pack Strategy to Defend Price Leadership
Molped Attracts Young Consumers with Discreet Convenience Focus
Confy Leverages Wellbeing Claims to Capture Trust Amid Competition
Chart 2 Value Sales 2020-2030
Chart 3 Value Sales by Category 2025
New Suppliers Sacrifice Profit to Capture Share, Pressuring Incumbents
Chart 4 Analyst Insight for Tissue and Hygiene
Nappies Remain Largest as Birth Rates Slow, Menstrual Care Accelerates
Fragmentation and Price Pressure Fuel Demand for Efficiency and Breadth
Chart 5 Forecast Value Sales 2020-2030
Chart 6 Forecast Value Sales by Category 2025-2030
Hayat Holding as Defends Lead as Fragmentation Accelerates in Rural Areas
Chart 7 Company Shares 2025
Chart 8 Brand Shares 2025
Small Grocers Maintain Lead as Modern Trade Expands Slowly
E-Commerce Remains Negligible as Offline Stores Face No Online Threat
Chart 9 Retail Channels 2020-2025
Chart 10 Economic Context for Tissue and Hygiene
Chart 11 Real Gdp Growth 2020-2030
Chart 12 Inflation 2020-2030
Chart 13 Consumer Context for Tissue and Hygiene
Chart 14 Population 2020-2030
Chart 15 Consumer Expenditure 2020-2030
Chart 16 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Iraq
Key Data Insights
Away-From-Home Tissue Boasts Dynamic Growth, Driven by Rising Demand in Urban Areas
Chart 17 Key Industry Trends for Away-From-Home Tissue and Hygiene
Away-From-Home Tissue Boasts Dynamic Growth, Driven by Rising Demand in Urban Areas
Local Suppliers and Institutional Contracts Drive Affordable Hygiene Adoption
Rising Urbanisation and Compliance Shape Demand for Efficient Solutions
Chart 18 Value Sales 2020-2030
Chart 19 Value Sales by Category 2025
Facility Management Partners Drive Adoption of Cost-Efficient Hygiene Systems
Local Manufacturers and Bundled Services Boost Contract Retention
Chart 20 Forecast Value Sales 2020-2030
Chart 21 Forecast Value Sales by Category 2025-2030
Healthcare and Hospitality Expansion Drives Demand for Bulk Solutions
Digital Adoption Enables Gradual Growth in Institutional E-Commerce
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 Iraq
Key Data Insights
Lifree Prioritises Comfort and Convenience to Gain Trust among Families
Chart 30 Key Industry Trends for Retail Adult Incontinence
Lifree Prioritises Comfort and Convenience to Gain Trust among Families
Sleepy Drives Product Innovation to Meet Wellness Demands
Chart 31 Value Sales 2020-2030
Chart 32 Volume Sales 2020-2030
Chart 33 Value Sales by Category 2025
Consumers Expected to Favour High-Quality Suppliers as Competition Intensifies
Light Incontinence Solutions Sustain Growth as Older Population Rises
Chart 34 Forecast Value Sales 2020-2030
Chart 35 Forecast Value Sales by Category 2025-2030
Fine Hygiene Holding Defends Leadership as New Entrants Intensify Fragmentation
Chart 36 Company Shares 2025
Chart 37 Brand Shares 2025
Small Local Grocers Leverage Nationwide Reach to Outpace Modern Outlets
E-Commerce Absence Highlights the Resilience of Physical Retail
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 Iraq
Key Data Insights
Price Competition Remains Significant as Influx of Chinese Brands Intensifies
Chart 46 Key Industry Trends for Nappies/Diapers/Pants
Price Competition Remains Significant as Influx of Chinese Brands Intensifies
Nappies/Diapers Remain the Largest Category as Consumer Demand for Clean Wellness Rises
Price Competition and Consumer Sensitivity Lead to Bulk Packaging
Chart 47 Dimond Remains Rural-Focused with Low Brand Awareness
Chart 48 Value Sales 2020-2030
Chart 49 Volume Sales 2020-2030
Chart 50 Value Sales by Category 2025
Falling Birth Rates Expected to Reshape Demand Patterns
Imported Brands and Fragmented Supply Intensify Price Competition
Chart 51 Forecast Value Sales 2020-2030
Chart 52 Forecast Value Sales by Category 2025-2030
Turkish Brands Sustain Leadership as New Entrants Dilute Shares
Chart 53 Company Shares 2025
Chart 54 Brand Shares 2025
Small Local Grocers Extend Dominance as Accessibility Drives Shopper Loyalty
E-Commerce Remains Negligible as Consumers Favour Traditional Retail
Chart 55 Retail Channels 2020-2025
Chart 56 Economic Context for Nappies/Diapers/Pants
Chart 57 Real Gdp Growth 2020-2030
Chart 58 Inflation 2020-2030
Chart 59 Consumer Context for Nappies/Diapers/Pants
Chart 60 Population 2020-2030
Chart 61 Consumer Expenditure 2020-2030
Chart 62 Population by Generation 2025
Menstrual Care in Iraq
Key Data Insights
Molped Leverages Discounting to Challenge Always and Reshape Pricing
Chart 63 Key Industry Trends for Menstrual Care
Molped Leverages Discounting to Challenge Always and Reshape Pricing
Always Drives Shift to Thin and High-Absorption Pads
Chart 64 Consumer Preferences Reshape Category
Young Women Fuel Demand as Awareness and Access Broaden
Chart 65 Value Sales 2020-2030
Chart 66 Volume Sales 2020-2030
Chart 67 Value Sales by Category 2025
Small Importers Expected to Intensify Fragmentation as Local Production Remains Absent
Mass Suppliers Expected to Adapt as Niche Launches Reshape Demand
Media Focus and Normalisation of Menstrual Care Advertising Set to Boost Category Reach
Chart 68 Forecast Value Sales 2020-2030
Chart 69 Forecast Value Sales by Category 2025-2030
Always Retains Lead as Parallel Imports Challenge Brand Control
Chart 70 Company Shares 2025
Chart 71 Brand Shares 2025
Small Local Grocers Extend Lead as Other Channels Gain Slowly
E-Commerce Remains Absent as Offline Retail Dominates Sales
Chart 72 Retail Channels 2020-2025
Chart 73 Economic Context for Menstrual Care
Chart 74 Real Gdp Growth 2020-2030
Chart 75 Inflation 2020-2030
Chart 76 Consumer Context for Menstrual Care
Chart 77 Population 2020-2030
Chart 78 Consumer Expenditure 2020-2030
Chart 79 Population by Generation 2025
Wipes in Iraq
Key Data Insights
Low-Cost Suppliers Reshape Pricing as Demand Broadens
Chart 80 Key Industry Trends for Wipes
Low-Cost Suppliers Reshape Pricing as Demand Broadens
Small Suppliers Drive Direct-To-Consumer Sales with Digital Outreach
Clean Wellness Gains Traction Due to Oversupply
Chart 81 Value Sales 2020-2030
Chart 82 Value Sales by Category 2025
Small Importers Set to Fuel Oversupply and Drive Down Prices
Brands That Localise and Connect Expected to Gain Consumer Loyalty and Growth
Chart 83 Forecast Value Sales 2020-2030
Chart 84 Forecast Value Sales by Category 2025-2030
Low-Cost Challengers Erode Established Brands’ Share through Price
Chart 85 Company Shares 2025
Chart 86 Brand Shares 2025
Health and Beauty Specialists Sustain Dominance as Access Broadens
Retail Offline Channels Outpace E-Commerce as Delivery Barriers Persist
Chart 87 Retail Channels 2020-2025
Chart 88 Economic Context for Wipes
Chart 89 Real Gdp Growth 2020-2030
Chart 90 Inflation 2020-2030
Chart 91 Consumer Context for Wipes
Chart 92 Population 2020-2030
Chart 93 Consumer Expenditure 2020-2030
Chart 94 Population by Generation 2025
Retail Tissue in Iraq
Key Data Insights
Low-Cost Suppliers Boost Tissue Sales through Bulk Deals
Chart 95 Key Industry Trends for Retail Tissue
Low-Cost Suppliers Boost Tissue Sales through Bulk Deals
Al Osra Leverages Quality Focus to Strengthen Brand Loyalty
Toilet Paper Outpaces Rivals as Household Tissue Demand Surges
Chart 96 Value Sales 2020-2030
Chart 97 Volume Sales 2020-2030
Chart 98 Value Sales by Category 2025
Brands with Diverse Product Ranges Capture Fragmented Demand Growth
Facial Tissues Sustain Leadership as Toilet Paper Accelerates Fastest
Fragmented Supplier Base Intensifies Competition and Rewards Adaptability
Chart 99 Forecast Value Sales 2020-2030
Chart 100 Forecast Value Sales by Category 2025-2030
Sanipak and Hayat Maintain Share as Value Offers Expand
Chart 101 Company Shares 2025
Chart 102 Brand Shares 2025
Small Local Grocers Outpace Modern Formats as Channel Shift Stalls
Low Pricing and Ubiquity Limit E-Commerce Uptake for Tissue
Chart 103 Retail Channels 2020-2025
Chart 104 Economic Context for Retail Tissue
Chart 105 Real Gdp Growth 2020-2030
Chart 106 Inflation 2020-2030
Chart 107 Consumer Context for Retail Tissue
Chart 108 Population 2020-2030
Chart 109 Consumer Expenditure 2020-2030
Chart 110 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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