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Households Increasingly Value the Affordability of Larger Packs and Local Brands
Tissue and hygiene in Lebanon exhibited resilience in 2025, with a 7% rise in retail current value sales compared to 2024, yet this increase was largely price-driven, as ongoing inflation of 15% and limited household purchasing power continued to shape demand. Unlike regional peers, where premiumisation and sustainability are prominent, Lebanese consumers focus almost exclusively on affordability and functional safety, accelerating the shift towards high-capacity packs, private label products, and locally manufactured alternatives. The environment remains attractive for companies able to deliver cost-effective solutions, evidenced by the strong performance of brands leveraging domestic production to maintain price stability and reliable supply, such as Sanita, which holds a 31% share. For brands to thrive, strategies must prioritise value-led innovation, bulk offerings, and a robust distribution presence across both modern retail and digital channels, as price sensitivity and demand for essentials dominate purchasing decisions.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Lebanon 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 Lebanon, 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 Lebanon 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 Lebanon?
- Which are the leading brands in Tissue and Hygiene in Lebanon?
- How are products distributed in Tissue and Hygiene in Lebanon?
- 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 Lebanon
Households Increasingly Value the Affordability of Larger Packs and Local Brands
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Households Increasingly Value the Affordability of Larger Packs and Local Brands
Happies Ultra Dry Sees Popularity in Nappies/Diapers as Families Seek Value
Chart 2 Sanita Mega Saving Packs Deliver Affordable Options
Gipsy Wet Wipes Value Pack Captures Demand for Convenient Essentials
Chart 3 Sanita Leverages the Convenience of its Multipurpose Personal Wipes for Growth
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
Robust Value Growth, with the Localisation of Supply Chains Expected
Private Label to Drive Demand, Provided Safety and Functionality Needs Are Met
Dynamism for Adult Incontinence as the Potential Consumer Base Expands
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
Sanita Leverages Local Trust to Expand Its Share Lead
Chart 8 Company Shares 2025
Chart 9 Brand Shares 2025
Supermarkets and Hypermarkets Such as Twafeer and Spinneys Drive Bulk Buying
Retail E-Commerce Gains Ground as Households Seek Consistency and Value
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 Lebanon
Key Data Insights
Resurgence in International Visitors and Greater Economic Stability Drive Growth
Chart 18 Key Industry Trends for Away-From-Home Tissue and Hygiene
Resurgence in International Visitors and Greater Economic Stability Drive Growth
Fine Hygienic Holding Leverages Brand Trust to Expand into Wellness
Chart 19 Fine Hygienic Holding Accelerates Holistic Expansion into Wellness
Sanita Servu Enhances E-Commerce to Streamline Institutional Procurement
Chart 20 Value Sales 2020-2030
Chart 21 Value Sales by Category 2025
Local Manufacturers to Secure Institutional Loyalty with Price Stability
Horeca Operators Balance Premium Guest Experience with Waste Reduction
Integrated Dispensing and Waste Solutions to Reshape Supplier Strategies
Chart 22 Forecast Value Sales 2020-2030
Chart 23 Forecast Value Sales by Category 2025-2030
Horeca Sees Share Growth as International Tourists Return
Chart 24 Retail Channels 2020-2025
Chart 25 Economic Context for Away-From-Home Tissue and Hygiene
Chart 26 Real Gdp Growth 2020-2030
Chart 27 Inflation 2020-2030
Chart 28 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 29 Population 2020-2030
Chart 30 Consumer Expenditure 2020-2030
Chart 31 Population by Generation 2025
Retail Adult Incontinence in Lebanon
Key Data Insights
Sanita Elegance Drives Value with Bulk Eco Packs for Cost-Conscious Families
Chart 32 Key Industry Trends for Retail Adult Incontinence
Sanita Elegance Drives Value with Bulk Eco Packs for Cost-Conscious Families
Chart 33 Sanita Offers Promotional Bundles to Maintain its Affordability Leadership
Silastic Pull-Ups Enhance Independence as the Pants Format Outpaces Traditional Designs
Chart 34 Mediane Extends its Portfolio by Offering Pants for Greater Convenience
E-Commerce Platforms Address Social Stigma by Enabling Discreet Bulk Purchases
Chart 35 Value Sales 2020-2030
Chart 36 Volume Sales 2020-2030
Chart 37 Value Sales by Category 2025
Rising Population Aged 65+ to Drive Demand for Protective Underwear
Chart 38 Forecast Value Sales 2020-2030
Chart 39 Forecast Value Sales by Category 2025-2030
Sanita Sal Widens Its Lead as Local Production Outpaces Rivals
Chart 40 Company Shares 2025
Chart 41 Brand Shares 2025
Supermarkets and Hypermarkets Attract Bargain Seekers with Economy Packs
E-Commerce Platforms Leverage Discretion and Deals to Boost Online Sales
Chart 42 Retail Channels 2020-2025
Chart 43 Economic Context for Retail Adult Incontinence
Chart 44 Real Gdp Growth 2020-2030
Chart 45 Inflation 2020-2030
Chart 46 Consumer Context for Retail Adult Incontinence
Chart 47 Population 2020-2030
Chart 48 Consumer Expenditure 2020-2030
Chart 49 Population by Generation 2025
Nappies/Diapers/Pants in Lebanon
Key Data Insights
Sanita Leverages Mega Pack Strategy to Win Price-Driven Parents
Chart 50 Key Industry Trends for Nappies/Diapers/Pants
Sanita Leverages Mega Pack Strategy to Win Price-Driven Parents
Chart 51 Sanita Uses Mega Saving Packages to Deliver Affordable Options to Consumers
Procter & Gamble Captures Trust with Skin Health Innovation
Chart 52 Procter & Gamble Offers Pampers Premium Nappies/Diapers for Ultra Sensitive Skin
Chart 53 Value Sales 2020-2030
Chart 54 Volume Sales 2020-2030
Chart 55 Value Sales by Category 2025
Local Brands Anchor Value as Parents Shift to Bulk and Digital Deals
Mega Packs and E-Commerce to Reshape the Competition and Consumer Loyalty
Chart 56 Forecast Value Sales 2020-2030
Chart 57 Forecast Value Sales by Category 2025-2030
Sanita Sal Gains Ground as Procter & Gamble Prioritises Brand Trust
Chart 58 Company Shares 2025
Chart 59 Brand Shares 2025
Supermarkets and Hypermarkets Drive Bulk Buying as Families Seek Savings
Retail E-Commerce Expands through Price Transparency and Flexible Payment
Chart 60 Retail Channels 2020-2025
Chart 61 Economic Context for Nappies/Diapers/Pants
Chart 62 Real Gdp Growth 2020-2030
Chart 63 Inflation 2020-2030
Chart 64 Consumer Context for Nappies/Diapers/Pants
Chart 65 Population 2020-2030
Chart 66 Consumer Expenditure 2020-2030
Chart 67 Population by Generation 2025
Menstrual Care in Lebanon
Key Data Insights
Carrefour Attracts Budget-Conscious Shoppers with Affordable Private Label Towels
Chart 68 Key Industry Trends for Menstrual Care
Carrefour Attracts Budget-Conscious Shoppers with Affordable Private Label Towels
Chart 69 Carrefour Develops its Own Private Label Towels for Consumers Seeking Affordability
Sanita Freshdays Cotton Pantyliner Meets Clean Label Demand
Chart 70 Sanita Offers Freshdays Pantyliners Made of Cotton Material at an Affordable Price
Chart 71 Value Sales 2020-2030
Chart 72 Volume Sales 2020-2030
Chart 73 Value Sales by Category 2025
Urban Consumers Will Shift to Online Bundles for Privacy and Savings
Reliance on Traditional Solutions Will Ensure Towels Maintains Its Lead
Retail E-Commerce to Become Increasingly Critical Due to Price Sensitivity
Chart 74 Forecast Value Sales 2020-2030
Chart 75 Forecast Value Sales by Category 2025-2030
Nana Secures Loyalty as Shoppers Prioritise Reliability and Affordability
Chart 76 Company Shares 2025
Chart 77 Brand Shares 2025
Carrefour and Spinneys Drive Promotions as Shoppers Seek Bundle Deals
E-Commerce Expands Access to Imported and Niche Menstrual Care Products
Chart 78 Retail Channels 2020-2025
Chart 79 Economic Context for Menstrual Care
Chart 80 Real Gdp Growth 2020-2030
Chart 81 Inflation 2020-2030
Chart 82 Consumer Context for Menstrual Care
Chart 83 Population 2020-2030
Chart 84 Consumer Expenditure 2020-2030
Chart 85 Population by Generation 2025
Wipes in Lebanon
Key Data Insights
Sanita Drives Value Pack Uptake Amid Price Sensitivity
Chart 86 Key Industry Trends for Wipes
Sanita Drives Value Pack Uptake Amid Price Sensitivity
Chart 87 Sanita Expands its Sales Growth Through Affordable Value Packs
Gipsy Multipurpose Wipes Capture Demand for Convenience and Bulk
Chart 88 Value Sales 2020-2030
Chart 89 Value Sales by Category 2025
Local Producers Embrace Survival Hygiene and Digital Loyalty to Outpace Imports
Influencer-Driven Price Transparency Accelerates Online Sales and Bulk Buying
Chart 90 Forecast Value Sales 2020-2030
Chart 91 Forecast Value Sales by Category 2025-2030
Reckitt Benckiser Loses Share as Local Brands Gain Ground
Chart 92 Company Shares 2025
Chart 93 Brand Shares 2025
Supermarkets Boost Bulk Buying as Small Local Grocers Declines
Familialist and Instagram Sellers Enable Bulk Buying and Price Transparency
Chart 94 Retail Channels 2020-2025
Chart 95 Economic Context for Wipes
Chart 96 Real Gdp Growth 2020-2030
Chart 97 Inflation 2020-2030
Chart 98 Consumer Context for Wipes
Chart 99 Population 2020-2030
Chart 100 Consumer Expenditure 2020-2030
Chart 101 Population by Generation 2025
Retail Tissue in Lebanon
Key Data Insights
Carrefour Leverages Value Packs to Drive Consumer Trade-Down
Chart 102 Key Industry Trends for Retail Tissue
Carrefour Leverages Value Packs to Drive Consumer Trade-Down
Chart 103 Carrefour Sells its Own Private Label N1 Value Packs, Leveraging the Affordability Trend
Facial Tissues Dominates as Shoppers Focus on Essentials
Online Platforms and Informal Channels Expand Access to Value Deals
Chart 104 Value Sales 2020-2030
Chart 105 Volume Sales 2020-2030
Chart 106 Value Sales by Category 2025
Local Manufacturers to Capitalise on Currency Stability to Grow Their Shares
Bulk Bundles and Digital Platforms Will Continue to Reshape Household Purchasing Habits
Facial Tissues to Maintain Volume Lead, While Paper Towels Set to Rebound
Chart 107 Forecast Value Sales 2020-2030
Chart 108 Forecast Value Sales by Category 2025-2030
Sanita Continues to See Share Gains as Rivals Lose Ground
Chart 109 Company Shares 2025
Chart 110 Brand Shares 2025
Small Local Grocers and Modern Grocery Retailers Anchor Retail Tissue Sales
Online Platforms Accelerate Share Growth by Targeting Bulk Buyers and Price-Sensitive Shoppers
Chart 111 Retail Channels 2020-2025
Chart 112 Economic Context for Retail Tissue
Chart 113 Real Gdp Growth 2020-2030
Chart 114 Inflation 2020-2030
Chart 115 Consumer Context for Retail Tissue
Chart 116 Population 2020-2030
Chart 117 Consumer Expenditure 2020-2030
Chart 118 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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