Tissue and hygiene in 2024: The big picture
Overall, tissue and hygiene in Pakistan posted double-digit retail and AFH current value growth in 2024. Amidst a strong growth in the demand for packaged tissue and hygiene in a developing industry, still high inflation stimulated dynamic value sales rises.
2024 key trends
The demand for tissue and hygiene in Pakistan rose as more consumers adopted modern hygiene habits and learned towards packaged products as a result. Rising urbanisation and awareness of hygiene and related products have encouraged the use of tissue and hygiene products daily.
Competitive landscape
The local company Packages consolidated its leadership of tissue and hygiene with an increase in retail value share in 2024. The company owed its leading position to its dominance in retail tissue, where it was the first player to establish a foothold.
Retail developments
Small local grocers continued to dominate tissue and hygiene distribution in retail value terms in 2024, although supermarkets, hypermarkets and, to a lesser extent, health and beauty specialists and e-commerce have gained ground. Hypermarkets and supermarkets have steadily won over many urban consumers in Pakistan.
What next for tissue and hygiene?
Tissue and hygiene in Pakistan is projected to see a double-digit retail value (constant 2024 prices) CAGR over the forecast period, supported by the rising demand for and prices of packaged products across categories. In retail value terms, menstrual care is predicted to remain the main category, with nappies/diapers/pants the fastest-growing category, as key review period demographic, social, economic and distribution trends prove robust.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Pakistan 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 Pakistan, 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 Pakistan 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 Pakistan?
- Which are the leading brands in Tissue and Hygiene in Pakistan?
- How are products distributed in Tissue and Hygiene in Pakistan?
- 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 Pakistan
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Away-From-Home Tissue and Hygiene in Pakistan
KEY DATA FINDINGS
AFH tissue continues to benefit from a return to out-of-home lifestyles
AFH adult incontinence gains some traction from a rise in care homes
Local manufacturers dominate AFH tissue
Napkins to post highest AFH value growth due to wide use in horeca and offices
Local wholesalers and partnerships and special offers to develop AFH distribution
Growing demand for eco-friendly and recycled materials
Nappies/Diapers/Pants in Pakistan
KEY DATA FINDINGS
Premiumisation trend gains traction in nappies/diapers
The leading players leverage strong brand equity and trust but room remains for local brands
Online and subscription sales models continue to penetrate nappies/diapers
Rising product awareness and affordability and a growing 0-3-year-old population to push a demand for packaged options
Urbanisation to foster shift to packaged nappies/diapers
More affordable local and Chinese options are set to be competitive
Menstrual Care in Pakistan
KEY DATA FINDINGS
Standard towels lead demand while there is optimism for pantyliners
Procter & Gamble leverages wider offer, high price points and consumer trust to gain retail value share
Modern retail trend helps supermarkets and e-commerce gain traction
Room for strong development and growth in menstrual care
Practical and affordable features to drive innovation
High prices of branded options maintain a demand for economy rivals and traditional alternatives
Wipes in Pakistan
KEY DATA FINDINGS
High birth rates and hygiene trend push baby wipes
A price-sensitive marketplace determines demand
E-commerce platforms like Daraz capitalise on convenience and competitive pricing
Urbanisation and high hygiene awareness to drive development and growth
E-commerce to continue to gain momentum in wipes
Disinfectant wipes may reshape the category
Retail Tissue in Pakistan
KEY DATA FINDINGS
Urbanisation increases awareness, access and sales
Rose Petal maintains leadership through quality and trust
Price promotions and e-commerce add dynamism to channel competition
Positive outlook amid strong social, economic and distribution trends
Strong company activity is anticipated
Local brands to continue to enjoy consumer loyalty
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
-
- 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
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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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