Tissue and hygiene in 2024: The big picture
Tissue and hygiene in Oman continued to show promising development in 2024, underpinned by rising disposable incomes, increasing urbanisation, and heightened public awareness regarding hygiene and cleanliness. These favourable fundamentals are driving growth across multiple product categories, even in the face of demographic shifts such as a declining birth rate.
2024 key trends
The largest category within tissue and hygiene in 2024 was nappies/diapers/pants. Despite the country’s declining birth rate, this category continued to post solid growth.
Competitive landscape
Procter & Gamble was the leading company in Oman’s tissue and hygiene market in 2024. The company held a significant value share, supported by its flagship brands Pampers and Always, which dominate the nappies/diapers/pants and menstrual care categories, respectively.
Retail developments
Hypermarkets were the leading distribution channel for tissue and hygiene products in 2024. These retail outlets are favoured by urban consumers for their wide product selection, including economy, mid-range, and premium brands.
What next for tissue and hygiene?
Sales of tissue and hygiene products are projected to rise at a current value CAGR of 7% (2024 constant value CAGR of 5%) over the forecast period, supported by multiple long-term growth drivers. These include continued expansion of the e-commerce channel, the growth of hypermarkets and supermarkets, and increasing consumer interest in eco-friendly and sustainable products.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Oman 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 Oman, 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 Oman 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 Oman?
- Which are the leading brands in Tissue and Hygiene in Oman?
- How are products distributed in Tissue and Hygiene in Oman?
- 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 Oman
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
Sales driven by population growth and increased female participation in the workforce
Always retains the leading position, while Indevco gains ground through affordability
Hypermarkets continue to dominate distribution, while e-commerce gains traction slowly
Prospects and Opportunities
Continued growth anticipated as women’s integration and population growth persist
E-commerce is set to expand as awareness and digital infrastructure improve
Innovation and premiumisation will support growth among higher-income consumers
Category Data
Key Data Findings
2024 Developments
Sales growth continues despite declining birth rate
Procter & Gamble remains the category leader through brand strength and product quality
Modern grocery retail continues to dominate distribution, while e-commerce share continues to grow gradually
Prospects and Opportunities
Short-term growth expected, but long-term decline possible
Digitalisation and delivery platforms to support e-commerce channel expansion
Premiumisation and innovation to drive differentiation in a competitive market
Category Data
Key Data Findings
2024 Developments
Growth driven by rising elderly population and strong household income
Fine leads the market through availability and value
Hypermarkets and pharmacies remain key distribution channels, while e-commerce presence is gradually expanding
Prospects and Opportunities
Sales expected to maintain steady growth in line with ageing population
E-commerce adoption likely to improve with expanded delivery and digitalisation
Premiumisation and innovation to unlock growth potential
Category Data
Key Data Findings
2024 Developments
Growth in personal wipes continues, though at a modest pace
Johnson & Johnson leads thanks to brand equity and broad product appeal
Hypermarkets remain the dominant and most dynamic retail channel
Prospects and Opportunities
Personal wipes expected to grow slowly, led by rising per capita usage
E-commerce expected to play a larger role in retail distribution
High purchasing power supports potential for innovation
Category Data
Key Data Findings
2024 Developments
Retail tissue sees solid growth amid rising urbanisation and hygiene awareness
Fine maintains leadership through quality and broad availability
Modern grocery retailers dominate retail distribution, while e-commerce expands gradually, driven by demand for convenience
Prospects and Opportunities
Retail tissue sales expected to rise, supported by population growth and modern lifestyles
E-commerce poised to play a larger role in future distribution
Innovation in design and packaging offers new growth opportunities
Category Data
Key Data Findings
2024 Developments
Away-from-home tissue sales continue to rise, driven by tourism and infrastructure expansion
Away-from-home adult incontinence sees robust growth, supported by healthcare expansion
No significant innovations observed in 2024
Prospects and Opportunities
Solid growth outlook driven by long-term tourism investments and demographic trends
Digitalisation expected to transform procurement through e-commerce and B2B platforms
Customisation presents an opportunity for product differentiation and growth
Category Data
The following categories and subcategories are included:
Tissue and Hygiene
-
-
- AFH Adult Incontinence
-
- AFH Boxed Facial Tissues
-
- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
-
-
-
-
- Light Adult Incontinence
- Moderate/Heavy Adult Incontinence
-
- 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
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
-
-
- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
-
- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
-
-
-
- Paper Towels
-
- Napkins
- Tablecloths
-
- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
-
- Rx/Reimbursement adult incontinence
-
-
-
- AFH Adult Incontinence
-
- Retail Light Adult Incontinence
- Retail Moderate/Heavy Adult Incontinence
- Rx/Reimbursement adult incontinence
-
- 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
-
-
-
-
-
- AFH Napkins
- Retail Napkins
-
- 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
-
-
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 definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Tissue and Hygiene research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!