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Brands and Private Label Target Cost-Conscious Shoppers with Budget Tissue Ranges
Tissue and hygiene in Pakistan demonstrated notable resilience in 2025, achieving a 17% rise in current value sales to outperforming broader Asia Pacific peers by sustaining both value and volume growth despite inflationary pressures and shifting consumer priorities. The environment remains attractive due to the scale of underlying demand, underpinned by a population of 255 million, growing urbanisation, and rising awareness of health and hygiene, although affordability remains a key constraint for many households. Successful strategies require a dual approach: capturing the expanding base of price-conscious shoppers through economy lines and private label, while also catering to affluent urban consumers who are driving growth in premium, differentiated ranges and seeking enhanced product features. Brands that adapt to rapid e-commerce expansion, innovate across both value and premium tiers, and optimise pack sizes and digital promotions will be best positioned to navigate competitive pressures and evolving shopper behaviours.
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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
Brands and Private Label Target Cost-Conscious Shoppers with Budget Tissue Ranges
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Brands and Private Label Target Cost-Conscious Shoppers with Budget Tissue Ranges
Chart 2 Packages Ltd Pushes Value Tissue
Premiumisation Trend Drives Value Sales
Chart 3 Hankies' Premium Perfumed Tissue
Rose Petal Drives Online Sales with Bulk Bundles and Digital Campaigns
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
Brands to Sharpen Price Strategies Midst Polarisation between Economy and Premium Options
Health and Hygiene Awareness Increases with Ongoing Consumer Education
Online Retailers Expand Reach as E-Commerce Drives Bulk Purchasing
Chart 6 Analyst Insights for Tissue and Hygiene
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
Packages Ltd and Procter & Gamble Maintain Steady Lead
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Small Local Grocers Lose Share as Supermarkets Attract Urban Families
Quick-Commerce Platforms and Online Deals Accelerate E-Commerce Growth
Chart 11 Retail Channels 2020-2025
Chart 12 Economic Context for Tissue and Hygiene
Chart 13 Real Gdp Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Tissue and Hygiene
Chart 16 Population 2020-2030
Chart 17 Consumer Expenditure 2020-2030
Chart 18 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Pakistan
Key Data Insights
Bulk Sales and Brand Customisation Drives Horeca Shift to Value-Led Tissue Procurement
Chart 19 Key Industry Trends Away-from-Home
Bulk Sales and Brand Customisation Drives Horeca Shift to Value-Led Tissue Procurement
Chart 20 Packages Ltd Expands Its Afh Solutions - Rose Professional Solutions
Online B2b Platforms Transform Tissue Procurement for Horeca Buyers
Chart 21 Cafés and Hotels Shift Afh Tissue Procurement to Online Marketplaces in 2025
Chart 22 Value Sales 2020-2030
Chart 23 Value Sales by Category 2025
Hotels and Quick-Service Restaurants to Accelerate Tissue Volume Gains
Hospital Procurement to Shifts to Certified and Sustainable Tissue Formats
Chart 24 Forecast Value Sales 2020-2030
Chart 25 Forecast Value Sales by Category 2025-2030
Horeca Sustains Tissue Dominance as Hospitals and Offices Diversify Demand
Chart 26 Retail Channels 2020-2025
Chart 27 Economic Context for Away-from-Home
Chart 28 Real Gdp Growth 2020-2030
Chart 29 Inflation 2020-2030
Chart 30 Consumer Context for Away-from-Home
Chart 31 Population 2020-2030
Chart 32 Consumer Expenditure 2020-2030
Chart 33 Population by Generation 2025
Nappies/Diapers/Pants in Pakistan
Key Data Insights
Brands Drive Value through Affordability and Visibility
Chart 34 Key Industry Trends for Nappies/Diapers/Pants
Brands Drive Value through Affordability and Visibility
Chart 35 Canbebe Reduces Its Environmental Footprint
E-Commerce Grows with Bulk and Subscription Offerings
Chart 36 Leo Diapers Secures Premium Visibility on Pandamart
Eco-Launches Signal Early Shift Towards Sustainable Choices
Chart 37 Value Sales 2020-2030
Chart 38 Volume Sales 2020-2030
Chart 39 Value Sales by Category 2025
E-Commerce Platforms Accelerate Digital Purchasing Habits among Parents
Eco-Friendly Innovations and Skin Sensitivity Drive Premiumisation in Urban Centres
Modern Retail Formats and Urbanisation Shift Purchasing Patterns Towards Value and Reliability
Chart 40 Analyst Insight for Nappies/Diapers/Pants
Chart 41 Forecast Value Sales 2020-2030
Chart 42 Forecast Value Sales by Category 2025-2030
Hayat Kimya Sanayi as Defends Lead as Local Brands Capture Share with Discounting
Chart 43 Company Shares 2025
Chart 44 Brand Shares 2025
Small Local Grocers Lose Ground as Supermarkets and E-Commerce Gain Share
Chart 45 Retail Channels 2020-2025
Canbebe and Molfix Respond to Rising Demand for Value and Sustainability
Molfix and Leo Drive Digital Engagement with Tailored Retail Strategies
Eco Launches and Value Packs Reshape Consumer Loyalty and Brand Competition
Chart 46 Economic Context for Nappies/Diapers/Pants
Chart 47 Real Gdp Growth 2020-2030
Chart 48 Inflation 2020-2030
Chart 49 Consumer Context for Nappies/Diapers/Pants
Chart 50 Population 2020-2030
Chart 51 Consumer Expenditure 2020-2030
Chart 52 Population by Generation 2025
Menstrual Care in Pakistan
Key Data Insights
Brands Leverage Digital Channels to Expand Access and Reshape Purchasing
Chart 53 Key Industry Trends for Menstrual Care
Brands Leverage Digital Channels to Expand Access and Reshape Purchasing
Brands Respond to Demand for Mobility and Convenience with Innovative Designs
Chart 54 Always Markets Comfortability
Wellness-Driven Brands Fuel Rapid Diversification
Chart 55 Value Sales 2020-2030
Chart 56 Volume Sales 2020-2030
Chart 57 Value Sales by Category 2025
E-Commerce and Local Stores to Boost Access While Towels Will Remain Popular
Affordability to Remain a Key Driver Amid Economic Uncertainty
Brands to Collaborate with Ngos to Run Awareness Campaigns
Chart 58 Analyst Insights for Menstrual Care
Chart 59 Forecast Value Sales 2020-2030
Chart 60 Forecast Value Sales by Category 2025-2030
Procter & Gamble Extends Lead through Innovation and Distribution
Chart 61 Company Shares 2025
Chart 62 Brand Shares 2025
Supermarkets and Hypermarkets Capture Modern Trade Gains as Shoppers Seek Variety
Chart 63 Retail Channels 2020-2025
Chart 64 Economic Context for Menstrual Care
Chart 65 Real Gdp Growth 2020-2030
Chart 66 Inflation 2020-2030
Chart 67 Consumer Context for Menstrual Care
Chart 68 Population 2020-2030
Chart 69 Consumer Expenditure 2020-2030
Chart 70 Population by Generation 2025
Wipes in Pakistan
Key Data Insights
Budget Brands Gain Popularity as Consumers Continue to Seek Value for Money
Chart 71 Key Industry Trends for Wipes
Budget Brands Gain Popularity as Consumers Continue to Seek Value for Money
Chart 72 Push for Private Label Ranges
Convenience Trends Drive Demand for Travel Packs with On-The-Go Features
Brands Fuel Bulk-Buying through Exclusive Online Bundle Deals
Chart 73 E-Commerce Platforms Launch Bundle Packs
Online Marketplaces Expand Reach by Targeting Urban and Young Shoppers with Digital Bundles
Health Consciousness and Hygiene Awareness Will Continue to Support Sales of Wipes
Premium and Speciality Launches to Gain Traction among Urban, Health-Conscious Buyers
Chart 74 Analyst Insights for Wipes
Chart 75 Forecast Value Sales 2020-2030
Chart 76 Forecast Value Sales by Category 2025-2030
Procter & Gamble Defends Lead through Brand Recognition and Distribution
Chart 77 Company Shares 2025
Chart 78 Brand Shares 2025
Small Local Grocers Retains Channel Lead as Supermarkets Grow Shares
Chart 79 Retail Channels 2020-2025
Chart 80 Economic Context for Wipes
Chart 81 Real Gdp Growth 2020-2030
Chart 82 Inflation 2020-2030
Chart 83 Consumer Context for Wipes
Chart 84 Population 2020-2030
Chart 85 Consumer Expenditure 2020-2030
Chart 86 Population by Generation 2025
Retail Tissue in Pakistan
Key Data Insights
Growth Accelerates through Targeting Value and Premium-Seeking Consumers
Chart 87 Key Industry Trends for Retail Tissue
Growth Accelerates through Targeting Value and Premium-Seeking Consumers
Toilet Paper Remains the Largest Category, as Premiumisation and Value Packs Boost Usage
Chart 88 Tux Royale 2-Ply Facial Tissue
E-Commerce Leads Launches to Capture Urban Consumers
Chart 89 Tux Levarages Online Platforms to Boost Sales
Chart 90 Value Sales 2020-2030
Chart 91 Volume Sales 2020-2030
Chart 92 Value Sales by Category 2025
Urbanisation and Space-Saving Alternatives Offer Prime Opportunities for Brands
E-Commerce and Quick-Commerce to Shift Consumer Purchasing Behaviour
Private Label Ranges Grow as Consumers Continue to Be Driven by Value
Chart 93 Market Insights for Retail Tissue
Chart 94 Forecast Value Sales 2020-2030
Chart 95 Forecast Value Sales by Category 2025-2030
Packages Ltd Sustains Dominance as Value Brands Gain Ground
Chart 96 Company Shares 2025
Chart 97 Brand Shares 2025
Supermarkets Capture Urban Demand as Small Grocers Lose Ground
Chart 98 Retail Channels 2020-2025
Chart 99 Economic Context for Retail Tissue
Chart 100 Real Gdp Growth 2020-2030
Chart 101 Inflation 2020-2030
Chart 102 Consumer Context for Retail Tissue
Chart 103 Population 2020-2030
Chart 104 Consumer Expenditure 2020-2030
Chart 105 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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