Tissue and hygiene in 2024: The big picture
In 2024, tissue and hygiene in the United Arab Emirates was influenced by inflation, changing consumer habits and intense competition. Private label gained notable share, driven by affordability and common distribution, alongside important innovations in sustainable and multifunctional products.
2024 key trends
Many local consumers prioritised affordability and value in 2024 as price pressures persisted, favouring private label and promotions over premium offerings. Paper towels emerged as a dynamic performer during the year, driven by rising household demand for cleaning and food preparation.
Competitive landscape
Industry leaders such as Procter & Gamble Gulf FZE and Olayan Kimberly-Clark Arabia Co have been adapting to a changing landscape by embracing digital marketing and partnering with influencers to connect directly with consumers and highlight their latest products. Meanwhile, Fine Hygienic Paper FZE retained a strong third position in value share terms over Johnson & Johnson Middle East FZ-LLC.
Retail developments
Hypermarkets remained the leading distribution channel for retail tissue and hygiene in 2024, supported by an ability to offer a wide range of products at competitive prices. Promotions and in-store visibility further supports its dominance, particularly for private label options.
What next for tissue and hygiene?
Tissue and hygiene is expected to record stronger value growth (at constant 2024 prices) over the forecast period compared to the review period, although some price-sensitivity is likely to remain among local consumers, ensuring solid demand for private label’s more affordable and quality options. Essential categories such as retail tissue will be supported by consistent demand.
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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
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 the United Arab Emirates
KEY DATA FINDINGS
Pricing pressures grow as brands compete with cost-effective options
Rising demand for AFH adult incontinence from healthcare
Sustainability concerns increasingly influence product development
AFH boxed facial tissues set to remain a large and dynamic category
E-commerce platforms are set to expand their share in away-from-home tissue
Innovation will emphasise thinner, highly absorbent tissues
Retail Adult Incontinence in the United Arab Emirates
KEY DATA FINDINGS
Moderate/heavy adult incontinence maintains dominance
Fine Hygienic Paper maintains leadership of retail adult incontinence
Pharmacies caters for specialised incontinence needs
Rising retail volumes reflect increasing awareness and availability
Convenience and privacy to drive stronger online adoption
Sustainability as a market priority
Nappies/Diapers/Pants in the United Arab Emirates
KEY DATA FINDINGS
Positive performance despite inflationary pressures
Procter & Gamble retains lead as Pampers enjoys brand strength and availability
E-commerce’s continues to make gains as distribution channel for nappies/diapers/pants
Positive performance for nappies/diapers/pants over the forecast period
E-commerce set to gain ground as a key channel for nappies/diapers/pants
Category expected to experience premiumisation trend
Menstrual Care in the United Arab Emirates
KEY DATA FINDINGS
Rising retail prices influence consumer spending
Procter & Gamble maintains strong leadership with established brand
Growing consumer preference for eco-friendly alternatives against traditional products
Steady growth to be driven by affordability and innovation
Sustainability anticipated to be a key strategy for manufacturers
Expansion of premium segment alongside greater adoption of e-commerce
Wipes in the United Arab Emirates
KEY DATA FINDINGS
Baby wipes maintains category lead
Carrefour’s private label gains traction with competitive pricing, as Johnson’s Baby retains consumer trust despite increasing competition
Retail e-commerce makes notable gains
Solid growth over the forecast period driven by baby wipes
Retail e-commerce set to play increasingly crucial role in distribution
Innovation will remain key for manufacturers of wipes
Retail Tissue in the United Arab Emirates
KEY DATA FINDINGS
Low unit price growth supports stronger volume performance in 2024
Olayan Kimberly-Clark Arabia Co retains lead but private label makes gains
Dominant hypermarkets loses notable share to retail e-commerce
Steady demand for facial tissues to drive overall category growth
Omnichannel strategies on the rise among retailers
Innovation to focus on functionality and sustainability
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
-
- 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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