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Essential Nature of Tissue and Hygiene Products Supports Strong Demand
Tissue and hygiene in South Africa in 2025 demonstrated resilient growth with a 5% increase in value sales to ZAR23.6 billion, mirroring the robust demand seen across essential goods in the region despite inflation and limited wage progression. The attractiveness of tissue and hygiene is underpinned by non-discretionary consumer needs, an expanding population - particularly among young children and older adults - and sustained consumer willingness to invest in comfort and performance, even as price sensitivity rises. Brands which are thriving in this environment balance affordability with innovation in convenience and comfort, while leveraging both offline and emerging digital channels, and differentiating through targeted value initiatives and premium product features to retain loyalty in an increasingly competitive landscape.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in South Africa 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 South Africa, 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 South Africa 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 South Africa?
- Which are the leading brands in Tissue and Hygiene in South Africa?
- How are products distributed in Tissue and Hygiene in South Africa?
- 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 South Africa
Essential Nature of Tissue and Hygiene Products Supports Strong Demand
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Essential Nature of Tissue and Hygiene Products Supports Strong Demand
Convenience and Affordability Remain Key Purchase Drivers for South African Parents
Chart 2 L'il Masters: Affordable Diapers
Always Wins Trust as Parents and Women Choose Comfort over Cost
Chart 3 Always Maxi Slim Foregrounds Comfort and Security
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
South African Consumers Expected to Become Increasingly Driven by Price-To-Value Ratio
Nappies/Diapers/Pants and Retail Adult Incontinence Set to Drive Category Growth
Chart 6 Analyst Insight for Tissue and Hygiene
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
Legacy Brands Retain Lead in Key Categories, Despite Intensifying Value Focus
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Supermarkets Expand Delivery Capabilities to Reinforce Consumer Loyalty
Grocery Delivery Boosts E-Commerce but Offline Retail Remains Dominant
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 South Africa
Key Data Insights
Companies Leverage Local Production to Address Price Sensitivity
Chart 19 Key Industry Trends Away-from-Home
Companies Leverage Local Production to Address Price Sensitivity
Domestic Brands Capitalise on Demand for Affordable Tissue Solutions
Manufacturers Embrace Pulp Innovation to Drive Sustainable Procurement
Chart 20 Value Sales 2020-2030
Chart 21 Value Sales by Category 2025
Hospitality and Tourism Expansion Set to Drive Volume Growth for Bulk Suppliers
Private Label Investment Expected to Shapes Purchasing as Cost Trumps Brand Loyalty
Institutions Set to Prioritise Sustainable Tissue for Cost and Environmental Gains
Chart 22 Forecast Value Sales 2020-2030
Chart 23 Forecast Value Sales by Category 2025-2030
Hospitals Drive Institutional Demand as Horeca Gains Momentum
Chart 24 Retail Channels 2020-2025
Chart 25 Economic Context for Away-from-Home
Chart 26 Real Gdp Growth 2020-2030
Chart 27 Inflation 2020-2030
Chart 28 Consumer Context for Away-from-Home
Chart 29 Population 2020-2030
Chart 30 Consumer Expenditure 2020-2030
Chart 31 Population by Generation 2025
Retail Adult Incontinence in South Africa
Key Data Insights
Rapid Home Delivery Continues to Improve Access to Essential Care
Chart 32 Key Industry Trends for Retail Adult Incontinence
Rapid Home Delivery Continues to Improve Access to Essential Care
Super Absorbent Polymer Technology Enables Thinner and More Discreet Products
Chart 33 Value Sales 2020-2030
Chart 34 Volume Sales 2020-2030
Chart 35 Value Sales by Category 2025
Ageing Population Projected to Support Catgory Growth
Private Label Retailers Set to Capture Value-Driven Shoppers
Chart 36 Analyst Insight for Retail Adult Incontinence
Sustainability Expected to Become a Key Differentiating Factor
Chart 37 Forecast Value Sales 2020-2030
Chart 38 Forecast Value Sales by Category 2025-2030
Household Name Brands Defend Lead as Private Label Grows
Chart 39 Company Shares 2025
Chart 40 Brand Shares 2025
Dis-Chem and Clicks Focus on Growing Store Numbers to Drive Sales
Chart 41 Retail Channels 2020-2025
Chart 42 Economic Context for Retail Adult Incontinence
Chart 43 Real Gdp Growth 2020-2030
Chart 44 Inflation 2020-2030
Chart 45 Consumer Context for Retail Adult Incontinence
Chart 46 Population 2020-2030
Chart 47 Consumer Expenditure 2020-2030
Chart 48 Population by Generation 2025
Nappies/Diapers/Pants in South Africa
Key Data Insights
Affordability Remains Key for Value-Focused Shoppers as Spending Power Shrinks
Chart 49 Key Industry Trends for Nappies/Diapers/Pants
Affordability Remains Key for Value-Focused Shoppers as Spending Power Shrinks
Chart 50 L'il Masters Produces Affordable Nappies
Premium Brands Win Trust at Night as Parents Prioritise Reliability
Chart 51 Disposable Diapers Offer Convenience
Convenience Comes Out on Top for Busy Families
Chart 52 Value Sales 2020-2030
Chart 53 Volume Sales 2020-2030
Chart 54 Value Sales by Category 2025
Private Label Set to Narrow the Quality Gap to Challenge Premium Brands
Nappies/Diapers Set to Maintain Volume Lead as Disposable Pants Register Slow Growth
Chart 55 Analyst Insight for Nappies/Diapers/Pants
Chart 56 Forecast Value Sales 2020-2030
Chart 57 Forecast Value Sales by Category 2025-2030
Pampers and Huggies Retain Leadership as Parents Mix Brands for Value and Trust
Chart 58 Company Shares 2025
Chart 59 Brand Shares 2025
Supermarkets Extend Reach through Delivery to Reinforce Dominance
Retail E-Commerce Gains Traction but Remains a Niche Channel
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 South Africa
Key Data Insights
Grocery Retailers Accelerate E-Commerce Adoption with Loyalty Programme and On-Demand Delivery
Chart 68 Key Industry Trends for Menstrual Care
Grocery Retailers Accelerate E-Commerce Adoption with Loyalty Programme and On-Demand Delivery
Growth Remains Constrained by Affordability Challenges
Premium Brands Adjust Innovation Strategies to Prioritise Comfort
Chart 69 South African Consumers Value Security Over Discretion When Purchasing Sanitary Towels
Chart 70 Value Sales 2020-2030
Chart 71 Volume Sales 2020-2030
Chart 72 Value Sales by Category 2025
E-Commerce Set to Continue Shaping Purchasing Behaviour for Menstrual Care Products, While Affordability Will Remain of Key Importance
Chart 73 Analyst Insight for Menstrual Care
Pantyliners Expected to Sustain Volume Lead as Disposable Period Pants Accelerate
Chart 74 Forecast Value Sales 2020-2030
Chart 75 Forecast Value Sales by Category 2025-2030
Legacy Brands Remain Strong but Face Challenges From Private Label Competitors
Chart 76 Company Shares 2025
Chart 77 Brand Shares 2025
Supermarkets Expand Digital Delivery to Maintain Sales Leadership
Retail E-Commerce Gains Traction as Delivery Services Expand
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 South Africa
Key Data Insights
Retailers Use Consumer Reliance on Promotions to Boost Sales
Chart 86 Key Industry Trends for Wipes
Retailers Use Consumer Reliance on Promotions to Boost Sales
Pick 'N Pay App Capitalises on Mass Adoption of Online Grocery Retailing
Municipalities Challenge Flushable Claims Amid Infrastructure Issues
Chart 87 Value Sales 2020-2030
Chart 88 Value Sales by Category 2025
Major Retailers to Continue Using Digital Campaigns to Drive Sales Growth
Private Label Quality Expected to Improve Further as Consumers Trade Down
Chart 89 Analyst Insight for Wipes
Kimberly-Clark Southern Africa (Holdings) Pty Ltd Leads Shift to Biodegradable Wipes as Regulatory Scrutiny Intensifies
Chart 90 Forecast Value Sales 2020-2030
Chart 91 Forecast Value Sales by Category 2025-2030
Premium Brands Leverage Consumer Loyalty to Sustain Lead
Chart 92 Company Shares 2025
Chart 93 Brand Shares 2025
Supermarkets Strengthen Lead as Home Delivery Expands Access
Grocery Delivery Apps Drive Online Share as E-Commerce Edges Higher
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 South Africa
Key Data Insights
Savings Mindset Drives Retail Tissue Dynamics
Chart 102 Key Industry Trends for Retail Tissue
Savings Mindset Drives Retail Tissue Dynamics
Loyalty Cards Become Essential as Shoppers Chase Discounts and Stretch Budgets
Chart 103 More South African Consumers Are Relying on Loyalty Cards
Chart 104 Value Sales 2020-2030
Chart 105 Volume Sales 2020-2030
Chart 106 Value Sales by Category 2025
Private Label Set to Expand Share as Consumers Prioritise Affordability and Value
E-Commerce Projected to Accelerate Repeat Purchases and Drive Subscription Adoption
Chart 107 E-Commerce Grocery Platforms Are Witnessing Huge Growth
Sustainable Local Production Forecast to Gain Traction among Environmentally Conscious Shoppers
Chart 108 Analyst Insight for Retail Tissue
Chart 109 Forecast Value Sales 2020-2030
Chart 110 Forecast Value Sales by Category 2025-2030
Legacy Brands Maintain Lead While Private Label Grows Share
Chart 111 Company Shares 2025
Chart 112 Brand Shares 2025
Supermarkets Leverage Delivery Expansion to Reinforce Dominance
Grocery Delivery Drives E-Commerce’S Value Share Growth
Chart 113 Retail Channels 2020-2025
Chart 114 Economic Context for Retail Tissue
Chart 115 Real Gdp Growth 2020-2030
Chart 116 Inflation 2020-2030
Chart 117 Consumer Context for Retail Tissue
Chart 118 Population 2020-2030
Chart 119 Consumer Expenditure 2020-2030
Chart 120 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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