Tissue and hygiene in 2024: The big picture
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.
2024 key trends
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.
Competitive landscape
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.
Retail developments
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.
What next for tissue and hygiene?
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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Overview:
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.
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 Tanzania, 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 Tanzania 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 Tanzania?
- Which are the leading brands in Tissue and Hygiene in Tanzania?
- How are products distributed in Tissue and Hygiene in Tanzania?
- 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 Tanzania
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Key Data Findings
2024 Developments
Awareness efforts and product variety support sales growth
Brand visibility and accessibility bolster leading company performance
Modern retail and e-commerce channels expand accessibility
Prospects and Opportunities
Education and accessibility expected to drive future category expansion
Digital platforms poised for growth among urban consumers
Product innovation to focus on comfort, sustainability and education
Category Data
Key Data Findings
2024 Developments
Rising demand fuelled by urbanisation, hygiene awareness and shifting lifestyles
Affordability and reach underpin competitive dynamics
Retail landscape shaped by accessibility, affordability and emerging digital habits
Prospects and Opportunities
Growth outlook shaped by affordability, population expansion and hygiene awareness
Digital platforms enhance accessibility and consumer engagement
Product innovation meets the needs of active toddlers and warmer climates
Category Data
Key Data Findings
2024 Developments
Growing awareness and accessibility support modest growth from a low base
Comfrey leads in performance while local players expand market reach
Specialist retailers lead distribution, but broader availability remains limited
Prospects and Opportunities
Education and destigmatisation set to drive future growth
Digital retail remains limited but holds future promise
Innovation in outreach and education to support category development
Category Data
Key Data Findings
2024 Developments
Demand for baby wipes continues to grow among affluent urban parents
Brand strength and local affordability shape the competitive landscape
Supermarkets lead, while pharmacies gain ground as key retail channels
Prospects and Opportunities
Continued growth expected, driven by population and multipurpose usage
E-commerce to benefit from urbanisation and digital familiarity
Multipurpose use and informal substitution to shape innovation trends
Category Data
Key Data Findings
2024 Developments
Toilet paper leads growth amid local production surge
Tanpack leads with premium and value brands as rivals diversify
Wider product access through local grocers supports value-driven sales
Prospects and Opportunities
Steady growth driven by shifting habits and affordability
Traditional channels maintain strength while modern trade expands
Shifting norms and packaging innovation support future growth
Category Data
Key Data Findings
2024 Developments
Expansion in institutional demand supports away-from-home tissue volume growth
Low usage of away-from-home adult incontinence limits growth from institutional settings
Product accessibility and format adaptation improve category relevance
Prospects and Opportunities
Tourism and institutional demand to drive long-term growth
Cost remains a barrier to sustainable product adoption
Improved hygiene awareness to shape innovation and marketing
Category Data
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
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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)
-
-
- 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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