Tissue and hygiene in 2024: The big picture
Total tissue and hygiene sales rose in both volume and current value terms in Saudi Arabia in 2024. The market was shaped by various factors that drove consumer demand and influenced purchasing patterns, including rising disposable incomes, population growth, urbanisation, heightened hygiene awareness, increased environmental concerns, the convenience offered by e-commerce and continuous product innovation.
2024 key trends
In 2024, nappies/diapers/pants remained the largest category in current value terms within tissue and hygiene in Saudi Arabia. Families with stable birth rates create consistent demand, and many parents have become increasingly vigilant about hygiene and comfort for infants, resulting in a shift to higher-quality diapers with advanced absorbency and skin-protective features.
Competitive landscape
Modern Products led in terms of value share in 2024, narrowly surpassing Unicharm Gulf Hygienic Industries. Modern Products distributes for Procter & Gamble, with core brands including Pampers and Always - names that benefit from deep consumer trust in Saudi Arabia.
Retail developments
Supermarkets and hypermarkets remain the leading channels for tissue and hygiene sales, with hypermarkets holding a slightly larger share in 2024. These large-format retailers offer extensive ranges and promotions such as discounts, loyalty programmes and bundled deals, making them attractive for bulk purchasing.
What next for tissue and hygiene?
Tissue and hygiene in Saudi Arabia is on track for strong growth in the forecast period, aided by sustained hygiene-consciousness following the COVID-19 pandemic, rising disposable incomes, increased interest in sustainable products and the continued expansion of e-commerce. Consumers are expected to prioritise cleanliness and quality, suggesting ample room for premium and innovative product lines.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Saudi Arabia 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 Saudi Arabia, 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 Saudi Arabia 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 Saudi Arabia?
- Which are the leading brands in Tissue and Hygiene in Saudi Arabia?
- How are products distributed in Tissue and Hygiene in Saudi Arabia?
- 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 Saudi Arabia
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 Saudi Arabia
KEY DATA FINDINGS
AFH tissue and hygiene sees rapid rises in 2024
Adult incontinence sales benefit from rising awareness and ageing population
Innovation in AFH tissue and hygiene
Strong growth forecast for AFH tissue and hygiene in Saudi Arabia
Rise of e-commerce to support demand
Smart tech and sustainability come into sharper focus
Retail Adult Incontinence in Saudi Arabia
KEY DATA FINDINGS
Expansion driven by an ageing population and product innovations
Fine Hygienic Paper leads, with National Paper Products rising fastest
Pharmacies as key distribution channel, and e-commerce as most dynamic in 2024
Demographic changes and product acceptance to drive future demand
Further development of e-commerce
Innovative solutions and sustainability focus
Nappies/Diapers/Pants in Saudi Arabia
KEY DATA FINDINGS
Inflation and premiumisation support value growth in 2024
Unicharm leads the landscape
Supermarkets and hypermarkets as leading distribution channels
Steady growth forecast thanks to favourable demographic trends
Changing retail landscape
Sustainability trends and tech advancements to remain central to innovation
Menstrual Care in Saudi Arabia
KEY DATA FINDINGS
Menstrual care benefits from innovation in 2024
Modern Products leads overall menstrual care, while Unicharm rises rapidly
Supermarkets and hypermarkets lead distribution
Further growth forecast as players invest in product enhancements
E-commerce set for further rapid expansion
Innovation and tech advances will shape progress for menstrual care
Wipes in Saudi Arabia
KEY DATA FINDINGS
Rising demand for wipes seen in 2024
Arabian Trading Supplies leads through popular Dettol and Garnier brands
Hypermarkets leads distribution for wipes, followed closely by supermarkets
Continuing focus on hygiene and eco-friendliness
E-commerce growth and retail channel outlook
Innovation in line with environmental concerns, and the rise of smart features
Retail Tissue in Saudi Arabia
KEY DATA FINDINGS
Value sales rise in 2024, driven by paper towels
Fine Hygienic Paper leads overall with its first-ranking Fine brand
Hypermarkets as leading channel, though e-commerce rises most rapidly
Retail tissue to see further growth during forecast period
Persistent expansion for e-commerce as players invest more in omnichannel strategies
Innovation trends include sustainability, premiumisation and advanced tech
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
-
- 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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