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Retail Tissue Leads as Price Sensitivity Persists
Tissue and hygiene in the United Arab Emirates demonstrated resilience and healthy value growth in 2025, reaching AED2,491 million with a 6% increase over the previous year, due to stable population growth, economic recovery and sustained tourism inflows. Sales are supported by the essential status of tissue and hygiene products, along with ongoing population expansion and increased consumer expenditure. Products in this category are able to absorb economic fluctuations, although heightened price sensitivity drives strong demand for value-driven options and multipacks. Success in this environment requires brands to address the polarisation between affordability and premium comfort, capitalise on the expansion of digital channels, and maintain agility in product and channel innovation to defend and grow share against intensifying competition from private label and emerging mid-tier players.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in United Arab Emirates 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 United Arab Emirates, 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 United Arab Emirates 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 United Arab Emirates?
- Which are the leading brands in Tissue and Hygiene in United Arab Emirates?
- How are products distributed in Tissue and Hygiene in United Arab Emirates?
- 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 the United Arab Emirates
Retail Tissue Leads as Price Sensitivity Persists
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Retail Tissue Leads as Price Sensitivity Persists
Private Label Drives Affordability and Convenience for Households
Chart 2 Carrefour Expands Private Label Tissue and Hygiene Ranges
Premiumisation Sees High-Income Consumers Prioritise Comfort
Chart 3 Fine Hygiene Expands Premium Tissue and Care Ranges in the Uae
E-Commerce and Bulk Buying Reshape Replenishment and Value Strategies
Chart 4 Value Sales of Tissue and Hygiene 2020-2030
Chart 5 Value Sales of Tissue and Hygiene by Category 2025
Online Subscriptions and Pack Mix Optimisation Set to Drive Value Gains
Chart 6 Analyst Insight for Tissue and Hygiene
Chart 7 Forecast Value of Tissue and Hygiene Sales 2020-2030
Chart 8 Forecast Value of Tissue and Hygiene Sales by Category 2025-2030
Legacy Brands Defend Leadership as Private Label Narrows the Gap
Chart 9 Company Shares of Tissue and Hygiene 2025
Chart 10 Brand Shares of Tissue and Hygiene 2025
Carrefour, Lulu and Union Coop Leverage Variety and Promotions to Sustain Leadership
Chart 11 Retail Channels for Tissue and Hygiene 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 the United Arab Emirates
Key Data Insights
Affordability and Sustainability Shape Procurement
Chart 19 Key Industry Trends Away-from-Home
Affordability and Sustainability Shape Procurement
Sustainability Standards Are Key as Certified Tissue Becomes Contract Baseline
Chart 20 Value Sales of Away-from-Home 2020-2030
Chart 21 Value Sales of Away-from-Home by Category 2025
Hotels and Facility Managers Set to Prioritise Cost Efficiency and Scale up Bulk Tissue Formats
Recycled Tissue and Fsc Certification to Set the Procurement Baseline
Chart 22 Forecast Value Sales of Away-from-Home 2020-2030
Chart 23 Forecast Value Sales of Away-from-Home by Category 2025-2030
Hospitality and Office Hubs Drive Steady Demand as Tourism Rises
Chart 24 Retail Channels for Away-from-Home 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 the United Arab Emirates
Key Data Insights
Premiumisation and Convenience Drive Sales in Retail Adult Incontinence
Chart 32 Key Industry Trends for Retail Adult Incontinence
Premiumisation and Convenience Drive Sales in Retail Adult Incontinence
Chart 33 Tena Pull-Ups Replace Taped Diapers for Mobile Adults
Improved Independence and Quality-Of-Life Drive Pants Sales
Chart 34 Value Sales of Retail Adult Incontine2020-2030
Chart 35 Volume Sales of Retail Adult Incontine2020-2030
Chart 36 Value Sales of Retail Adult Incontineby Category 2025
Pants Formats Expected to Replace Taped Formats as Users Seek Comfort and Privacy
E-Commerce and Pharmacy Channels Set to Fuel Premium Product Trade-Up
Light Incontinence Projected to See Fastest Growth as Users Prioritise Discretion
Chart 37 Forecast Value Salesof Retail Adult Incontine 2020-2030
Chart 38 Forecast Value Sales of Retail Adult Incontineby Category 2025-2030
Fine Hygienic Paper Fze Consolidates Its Lead with Fine Brand
Chart 39 Company Sharesof Retail Adult Incontine 2025
Chart 40 Brand Sharesof Retail Adult Incontine 2025
Health and Beauty Specialists Build Loyalty with Personal Guidance
Online Platforms Accelerate Sales with Privacy and Subscriptions
Chart 41 Retail Channels for Retail Adult Incontine2020-2025
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 the United Arab Emirates
Key Data Insights
Value-Led Multipacks Appeal to Budget-Conscious Parents
Chart 49 Key Industry Trends for Nappies/Diapers/Pants
Value-Led Multipacks Appeal to Budget-Conscious Parents
Chart 50 Fine Baby Strengthens Lead through Aggressive Value Pricing
Premium Brands Leverage Skin-Health Claims to Grow Brand Loyalty
Chart 51 Pampers Premium Care Retains Leadership via Skin-Health Positioning
E-Commerce Influences Purchasing Habits with Online Deals and Fast Delivery
Chart 52 Value Sales of Nappies/Diapers/Pants 2020-2030
Chart 53 Volume Sales of Nappies/Diapers/Pants 2020-2030
Chart 54 Value Sales of Nappies/Diapers/Pants by Category 2025
E-Commerce Adaptation Set to Drive Routine Diaper Purchases Online
Private Label and Premium Brands Set to Shape Dual-Purchasing Habits for Parents
Chart 55 Analyst Insight for Nappies/Diapers/Pants
Chart 56 Forecast Value Sales of Nappies/Diapers/Pants 2020-2030
Chart 57 Forecast Value Sales by Category 2025-2030
Legacy Brands Maintain Leadership as Affordable Options Gain Ground
Chart 58 Company Shares of Nappies/Diapers/Pants 2025
Chart 59 Brand Shares of Nappies/Diapers/Pants 2025
Grocery Retailers Anchor Family Bulk-Buying with Broad Offers
E-Commerce and Quick-Commerce Deliver Convenience and Speed
Chart 60 Retail Channels for Nappies/Diapers/Pants 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 the United Arab Emirates
Key Data Insights
Uae Menstrual Care Sales Characterised by a Willingness to Trade up
Chart 68 Key Industry Trends for Menstrual Care
Uae Menstrual Care Sales Characterised by a Willingness to Trade up
Chart 69 Organicup Sees Rising Demand as Uae Shoppers Seek Premium Reusable Options
Premiumisation and Clean-Wellness Drive Growth in Menstrual Care
E-Commerce and Wellness-Focussed Brands Inform Purchasing Habits
Chart 70 Mumzworld Gains Traction with Curated Premium Menstrual Care Assortments
Chart 71 Value Sales of Menstrual Care 2020-2030
Chart 72 Volume Sales of Menstrual Care 2020-2030
Chart 73 Value Sales of Menstrual Care by Category 2025
Premiumisation Set to Be a Key Trend as Consumers Trade up
Chart 74 Analyst Insight for Menstrual Care
Segmentation Projected to Yield Sales Growth as Consumers Become More Discerning
Chart 75 Forecast Value Sales of Menstrual Care 2020-2030
Chart 76 Forecast Value Sales of Menstrual Care by Category 2025-2030
Major Brands Defend Lead as Premium Newcomers Gain in Popularity
Chart 77 Company Shares of Menstrual Care 2025
Chart 78 Brand Shares of Menstrual Care 2025
Grocery Retailers Remain Favoured Channel, While Retail Offline Grows Value Share
Chart 79 Retail Channels for Menstrual Care 2020-2025
Chart 80 Economic Context for Menstrual Care
Chart 81 Real Gdp Growth 2020-2030
Chart 82 Inflation 2020-2030
Chart 83 Consumer Context for Menstrual Care
Chart 84 Population 2020-2030
Chart 85 Consumer Expenditure 2020-2030
Chart 86 Population by Generation 2025
Wipes in the United Arab Emirates
Key Data Insights
Premium Brands Attract Higher-Income Families with Sensitive-Skin Launches
Chart 87 Key Industry Trends for Wipes
Premium Brands Attract Higher-Income Families with Sensitive-Skin Launches
Chart 88 Carrefour Uae Broadens Premium Sensitive-Skin Wipes Offerings
Personal Wipes Remains the Largest Category, Due in Part to Population Growth
Chart 89 Value Sales of Wipes 2020-2030
Chart 90 Value Sales of Wipes by Category 2025
Rapid-Delivery Online Retailers Set to Accelerate Online-Driven Growth
Chart 91 Analyst Insight for Wipes
Sensitive-Skin and Eco-Friendly Launches Expected to Win over Higher-Income Shoppers
Chart 92 Forecast Value Sales of Wipes 2020-2030
Chart 93 Forecast Value Sales of Wipes by Category 2025-2030
Consumer Trust and Brand Recognition Keeps Legacy Brands in the Lead
Chart 94 Company Shares of Wipes 2025
Chart 95 Brand Shares of Wipes 2025
Grocery Retailers Anchor Weekly Family Purchases with Promotions
Chart 96 Retail Channels for Wipes 2020-2025
Chart 97 Economic Context for Wipes
Chart 98 Real Gdp Growth 2020-2030
Chart 99 Inflation 2020-2030
Chart 100 Consumer Context for Wipes
Chart 101 Population 2020-2030
Chart 102 Consumer Expenditure 2020-2030
Chart 103 Population by Generation 2025
Retail Tissue in the United Arab Emirates
Key Data Insights
Affordability and Premiumisation Trends Support Polarising Retail Tissue Market
Chart 104 Key Industry Trends for Retail Tissue
Affordability and Premiumisation Trends Support Polarising Retail Tissue Market
Chart 105 Carrefour Private Label Strengthens Value Position in Retail Tissue in 2025
Chart 106 Value Sales of Retail Tissue 2020-2030
Chart 107 Volume Sales of Retail Tissue 2020-2030
Chart 108 Value Sales of Retail Tissue by Category 2025
Population and Consumer Expenditure Growth Set to Drive Retail Tissue Sales
Chart 109 Analyst Insight for Retail Tissue
Private Label Expected to Benefit From Hypermarkets Remaining Favoured Channel
Chart 110 Forecast Value Sales of Retail Tissue 2020-2030
Chart 111 Forecast Value Sales of Retail Tissue by Category 2025-2030
Private Label Narrows the Gap with Frequent Promotions and a Focus on Value
Chart 112 Company Shares of Retail Tissue 2025
Chart 113 Brand Shares of Retail Tissue 2025
Hypermarkets, Supermarkets, and Private Label Sales Benefit From Routine Grocery Trips
Chart 114 Retail Channels for Retail Tissue 2020-2025
Chart 115 Economic Context for Retail Tissue
Chart 116 Real Gdp Growth 2020-2030
Chart 117 Inflation 2020-2030
Chart 118 Consumer Context for Retail Tissue
Chart 119 Population 2020-2030
Chart 120 Consumer Expenditure 2020-2030
Chart 121 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)
-
-
- 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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