Sales of tissue and hygiene rose in both value and volume terms in 2024, reflecting growing penetration and consumer adoption across categories. There has been a notable upsurge in usage – especially in urban areas – driven by rising income levels and a growing middle class. As urban consumers gain more spending power, demand for tissue and hygiene products is expanding, encouraging increased production output from local manufacturers and sustained import activity. This improved availability, in turn, is boosting product accessibility in both formal retail outlets and informal channels. Across both disposable and reusable segments, manufacturers are responding to shifting preferences by expanding their product lines, improving affordability, and enhancing quality.
Toilet paper was the largest category within tissue and hygiene overall in 2024, supported by increasing consumer demand and strong local production. Cultural shifts also contributed to growth, with more Tanzanians – particularly in urban areas – transitioning from exclusive use of water for cleansing to the use of toilet paper alone or in combination with water. Growing awareness of hygiene, convenience, and lifestyle modernisation has positioned toilet paper as a household essential. Local producers have kept the category accessible by offering a range of product formats suited to different income levels.
Procter & Gamble was one of the leading companies within tissue and hygiene in 2024, thanks to its strong presence in menstrual care and nappies. Its well-established brands, wide-reaching distribution network, and frequent promotional campaigns – both in-store and across traditional and digital media – helped to maintain its leadership. Strategic partnerships with retailers and a consistent focus on innovation have further reinforced its market position.
Supermarkets were the leading distribution channel for tissue and hygiene in 2024, reflecting their strong presence in urban areas and well-established supply chains. These outlets cater to middle-income households and offer a broad assortment of branded nappies, toilet paper, feminine care, and wipes. Their reliable inventory systems and promotional cycles helped to maintain consumer loyalty and avoid stockouts – particularly important for essential hygiene items.
Sales of tissue and hygiene are projected to continue rising steadily over the forecast period, with both value and volume growth expected. Urbanisation, a rising middle class, and increased awareness around hygiene and wellness are expected to drive further uptake across multiple categories. Toilet paper, sanitary protection, and nappies are anticipated to remain key growth drivers, supported by both functional needs and changing cultural norms.
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Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Tanzania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
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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 definitionsThis report originates from Passport, our Tissue and Hygiene research and analysis database.
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