Tissue and hygiene in 2024: The big picture
Tissue and hygiene in Kuwait continues to develop, supported by rising disposable incomes, increasing urbanisation rates, and growing awareness of hygiene and cleanliness. Consumers are prioritising convenience, premium-quality products, and sustainability, shaping the evolving landscape of the product area.
2024 key trends
Boxed facial tissues remained the largest category in 2024, supported by rising living standards, increased disposable incomes, and greater hygiene awareness. The cultural importance of hospitality in Kuwait has also reinforced demand, making facial tissues an essential household item.
Competitive landscape
Procter & Gamble remained the leading company in 2024, supported by its flagship brands Pampers and Always in nappies/diapers/pants and menstrual care, respectively. The company’s strong reputation for high-quality products continues to foster consumer trust, reinforcing its dominance in the market.
Retail developments
Supermarkets, particularly government-backed Co-op society stores, continued to dominate retail distribution in 2024. These stores offer competitive pricing and control a significant portion of Kuwait’s retail trade, contributing three percent to the country’s GDP.
What next for tissue and hygiene?
Sales of tissue and hygiene products are expected to grow steadily over the forecast period, supported by multiple factors. The continued expansion of e-commerce is set to increase accessibility and convenience for consumers, while the rise of modern hypermarkets will further enhance product availability and competitive pricing.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Kuwait 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 Kuwait, 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 Kuwait 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 Kuwait?
- Which are the leading brands in Tissue and Hygiene in Kuwait?
- How are products distributed in Tissue and Hygiene in Kuwait?
- 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 Kuwait
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
Steady growth supported by affordability, population expansion, and female workforce participation
Standard towels with wings remain the most popular format, followed by thin towels with wings
Procter & Gamble maintains market leadership, while Indevco gains share among price-sensitive consumers
Prospects and Opportunities
Menstrual care expected to sustain growth driven by demographic and social changes
E-commerce to gain traction as retailers enhance digital offerings
Premiumisation and sustainability trends to drive product innovation
Category Data
Key Data Findings
2024 Developments
Steady growth despite declining birth rates
Standard nappies/diapers remain the most popular format
Procter & Gamble maintains leadership, while Indevco expands its presence
Prospects and Opportunities
Sustained growth expected in the short term, with potential decline in the long term
E-commerce to gain prominence in the nappies/diapers/pants market
Premiumisation and product innovation to shape future demand
Category Data
Key Data Findings
2024 Developments
Market expansion driven by an ageing population and rising disposable incomes
Moderate/heavy incontinence products remain the dominant category
MTC Multi-Pack Co WLL maintains leadership through affordability and availability
Prospects and Opportunities
Continued growth expected amid rising elderly population
E-commerce to play a growing role in retail adult incontinence sales
Product innovation and premiumisation to shape future demand
Category Data
Key Data Findings
2024 Developments
Steady growth in personal wipes driven by hygiene trends and changing lifestyles
Baby wipes remain the dominant category, expanding beyond infant care
Procter & Gamble leads wipes through its Pampers brand
Prospects and Opportunities
Personal wipes expected to sustain strong growth
E-commerce to gain traction as a distribution channel
Product innovation and sustainability to shape future demand
Category Data
Key Data Findings
2024 Developments
Retail tissue expands due to population growth, rising incomes, and hygiene awareness
Boxed facial tissues remain the most popular category
Kimberly-Clark maintains leadership through Kleenex brand strength
Prospects and Opportunities
Retail tissue expected to sustain steady growth
E-commerce to gain traction despite prevailing in-store shopping habits
Product innovation and smart packaging to drive future sales
Category Data
Key Data Findings
2024 Developments
Steady growth in away-from-home tissue driven by expanding infrastructure and corporate demand
Away-from-home toilet paper remains the dominant category
Strong growth in away-from-home adult incontinence driven by ageing population and healthcare expansion
Prospects and Opportunities
Away-from-home tissue and hygiene expected to experience sustained growth
Digitalisation in Kuwait to drive e-commerce and B2B procurement platforms
Customisation set to drive innovation in away-from-home tissue
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
-
-
-
- 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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