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Carrefour Responds to Boycott with Aggressive Promotions to Drive Sales Recovery
Tissue and hygiene in Tunisia achieved value growth in 2025, a result that outperformed volume gains due to significant inflation and shifting consumer behaviours, in line with broader regional patterns of economic headwinds and urbanisation. The market remains attractive, supported by low per-capita usage, urban expansion, and growing health and wellness awareness, though structural challenges such as the continued decline in birth rates and persistent erosion of purchasing power, which constrain long-term volume prospects for key areas like nappies/diapers and menstrual care. To succeed, companies must adapt to a highly price-sensitive landscape by combining aggressive promotions, digital engagement, and portfolio polarisation, offering both accessible value lines and innovative wellness-oriented products, while leveraging established distribution networks and trusted local brands to maintain penetration and loyalty across diverse channels. The evolving retail environment, marked by the rise of discounters and steady e-commerce development, reinforces the need for agility in pricing, pack formats, and communication strategies to capture both value-driven and premium-oriented shoppers in a challenging economic context.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Tunisia 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 Tunisia, 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 Tunisia 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 Tunisia?
- Which are the leading brands in Tissue and Hygiene in Tunisia?
- How are products distributed in Tissue and Hygiene in Tunisia?
- 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 Tunisia
Carrefour Responds to Boycott with Aggressive Promotions to Drive Sales Recovery
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Carrefour Responds to Boycott with Aggressive Promotions to Drive Sales Recovery
Chart 2 Carrefour Runs Significant Promotions Across Tissue and Hygiene Products.
Paco Distribution Leverages Premium and Convenience to Capture Wellness-Conscious Parents
Chart 3 Kotis Baby Diapers Offers Convenience With Premium Quality.
Convenience Transforms Consumer Expectations
Chart 4 Paco Distribution Addresses Convenience Through Rosy Brand
Chart 5 Value Sales 2020-2030
Chart 6 Value Sales by Category 2025
Sah Lila, Sancella and Paco Distribution Expand Digital Engagement to Retain Value-Driven Shoppers
Paco Distribution and Rosy Prioritise Price-Led Growth as Birth Rates Fall
Aziza Discounters and Digital-First Promotions Drive Resilience Amid Inflation
Chart 7 Analyst Insight for Tissue and Hygiene
Chart 8 Forecast Value Sales 2020-2030
Chart 9 Forecast Value Sales by Category 2025-2030
Sah Lilas and Sancella Defend Leadership as Domestic Brands Remain Essential
Chart 10 Company Shares 2025
Chart 11 Brand Shares 2025
Supermarkets Sustain Leadership with Promotions and Broad Product Range
Discounters and E-Commerce Gain Ground with Value and Speciality Offers
Chart 12 Retail Channels 2020-2025
Chart 13 Economic Context for Tissue and Hygiene
Chart 14 Real Gdp Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Tissue and Hygiene
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Tunisia
Key Data Insights
Aggressive Pricing Strategies Drive Cost Savings for Professional Buyers
Chart 20 Key Industry Trends for Away-From-Home Tissue and Hygiene
Aggressive Pricing Strategies Drive Cost Savings for Professional Buyers
Chart 21 Sopen Implements a 15% Price Reduction on Professional Tissue Products.
E-Commerce Platforms Broaden Affordable Access for Small and Medium-Sized Businesses
Chart 22 Zonapro Increases its Digital Market Presence
Chart 23 Value Sales 2020-2030
Chart 24 Value Sales by Category 2025
Local Companies Leverage Cost Advantage to Build Brand Loyalty and Coverage
Chart 25 Analyst Insight for Away-From-Home Tissue and Hygiene
Chart 26 Forecast Value Sales 2020-2030
Chart 27 Forecast Value Sales by Category 2025-2030
Hotels and Restaurants Boost Tissue Sales through Tourism and Urban Habits
Chart 28 Retail Channels 2020-2025
Chart 29 Economic Context for Away-From-Home Tissue and Hygiene
Chart 30 Real Gdp Growth 2020-2030
Chart 31 Inflation 2020-2030
Chart 32 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 33 Population 2020-2030
Chart 34 Consumer Expenditure 2020-2030
Chart 35 Population by Generation 2025
Retail Adult Incontinence in Tunisia
Key Data Insights
Clean Ped Disrupts with Aggressive Pricing as Inflation Fuels Demand for Low-Cost Formats
Chart 36 Key Industry Trends for Retail Adult Incontinence
Clean Ped Disrupts with Aggressive Pricing as Inflation Fuels Demand for Low-Cost Formats
Chart 37 Clean Ped, the New Imported Economic Brand Sold at Aggressive Pricing
Greentex Introduces Clean Wellness Features
Chart 38 Greentex, the New Adult Incontinence Diaper with Wetness Indicator
Predo Responds to Diverse Needs with Inclusive Sizing and Usability
Chart 39 Pedro Addresses the Needs of Diversity and Inclusion
Chart 40 Volume Sales 2020-2030
Chart 41 Value Sales by Category 2025
Private Label and Awareness Initiatives Boost Access and Demand
Chart 42 Analyst Insight for Retail Adult Incontinence
Chart 43 Forecast Value Sales 2020-2030
Chart 44 Forecast Value Sales by Category 2025-2030
Sah Leverages Brand Trust and Affordability to Retain Dominance
Chart 45 Company Shares 2025
Chart 46 Brand Shares 2025
Supermarkets Expand Brand Choice as Variety Stores Gain Ground
Online Platforms Introduce Imported Brands but Remain a Niche
Chart 47 Retail Channels 2020-2025
Chart 48 Economic Context for Retail Adult Incontinence
Chart 49 Real Gdp Growth 2020-2030
Chart 50 Inflation 2020-2030
Chart 51 Consumer Context for Retail Adult Incontinence
Chart 52 Population 2020-2030
Chart 53 Consumer Expenditure 2020-2030
Chart 54 Population by Generation 2025
Nappies/Diapers/Pants in Tunisia
Key Data Insights
Lilas Baby and Kotis Baby Win on Price in Challenging Conditions
Chart 55 Key Industry Trends for Nappies/Diapers/Pants
Lilas Baby and Kotis Baby Win on Price in Challenging Conditions
Chart 56 Molfix Stays Afloat Due to Promotion-Led Strategy
Wee Baby Gains Traction by Addressing Parental Concerns over Skin Health
Chart 57 Wee Baby Offers Extreme Softness and a Four-Layer Absorbent System
Trudi Baby Care Targets Affluent Families Online with Premium Positioning
Chart 58 Trudi Baby Care is Exclusively Sold Online
Chart 59 Value Sales 2020-2030
Chart 60 Volume Sales 2020-2030
Chart 61 Value Sales by Category 2025
Budget-Focused Parents Fuel Demand for Unpackaged Nappies Despite Demographic Decline
Domestic Brands Target Affordability as Consumer Priorities Shift
Value Growth Outpaces Volume as Price Sensitivity Reshapes Competition
Chart 62 Analyst Insight for Nappies/Diapers/Pants
Chart 63 Forecast Value Sales 2020-2030
Chart 64 Forecast Value Sales by Category 2025-2030
Société D’Articles Hygiéniques Secures Dominance through Distribution and Pricing
Chart 65 Company Shares 2025
Chart 66 Brand Shares 2025
Aziza Accelerates Growth as Small Local Grocers Retain Parent Loyalty
Chart 67 Retail Channels 2020-2025
Chart 68 Economic Context for Nappies/Diapers/Pants
Chart 69 Real Gdp Growth 2020-2030
Chart 70 Inflation 2020-2030
Chart 71 Consumer Context for Nappies/Diapers/Pants
Chart 72 Population 2020-2030
Chart 73 Consumer Expenditure 2020-2030
Chart 74 Population by Generation 2025
Menstrual Care in Tunisia
Key Data Insights
Always Leverages Value Packs and Product Innovation to Sustain Leadership
Chart 75 Key Industry Trends for Menstrual Care
Always Leverages Value Packs and Product Innovation to Sustain Leadership
Chart 76 'Always' the Most Active Brand in Terms of Promotions
Always Adapts with Convenience-Led Innovation
Chart 77 Always Maxi Thick Night Sanitary Towels Designed for Heavy Flow
New Launches Target Comfort and Wellness to Differentiate Brands
Chart 78 Always Ultra-Thin Offers Enhanced Softness and Breathability in Extra-Long Format
Chart 79 Value Sales 2020-2030
Chart 80 Volume Sales 2020-2030
Chart 81 Value Sales by Category 2025
Aziza Strengthens Private Label Presence as Demand for Pantyliners Rises
Carrefour and Géant Expand Private Label as Discounters Drive Value Competition
Pantyliners Benefit From Rural Word-Of-Mouth and Improved Access
Chart 82 Analyst Insight for Menstrual Care
Chart 83 Forecast Value Sales 2020-2030
Chart 84 Forecast Value Sales by Category 2025-2030
Société D'articles Hygiéniques Sarl Leverages Affordability to Reinforce Dominance
Chart 85 Company Shares 2025
Chart 86 Brand Shares 2025
Traditional Grocers Secure Shopper Loyalty While Discounters and Variety Stores Drive Value-Led Shifts
Online Retailers Carve Out a Niche for Premium and Specialist Lines
Chart 87 Retail Channels 2020-2025
Chart 88 Economic Context for Menstrual Care
Chart 89 Real Gdp Growth 2020-2030
Chart 90 Inflation 2020-2030
Chart 91 Consumer Context for Menstrual Care
Chart 92 Population 2020-2030
Chart 93 Consumer Expenditure 2020-2030
Chart 94 Population by Generation 2025
Wipes in Tunisia
Key Data Insights
Softy Groupe Leverages Multipack Promotions to Drive Share Gains
Chart 95 Key Industry Trends for Wipes
Softy Groupe Leverages Multipack Promotions to Drive Share Gains
Chart 96 Softy Clean Offers 3-for-1 Multipack Promotions Throughout the Year
Vip Baby Elevates Product Quality and Wellness Claims
Chart 97 VIP Baby Wipes Gently Moisturises with Aloe Vera Extract
Pharma-Shop.Tn Expands Access to Premium and Specialist Wipes Online
Chart 98 Pharmashop Expands Digital Access
Chart 99 Value Sales 2020-2030
Chart 100 Value Sales by Category 2025
Domestic and International Brands Intensify Promotions to Secure Loyalty
Baby Wipes Retain Dominance as New Launches Drive Growth
Chart 101 Analyst Insight for Wipes
Chart 102 Forecast Value Sales 2020-2030
Chart 103 Forecast Value Sales by Category 2025-2030
Société D'articles Hygiéniques Sarl Sustains Dominance through Multipack Promotions
Chart 104 Company Shares 2025
Chart 105 Brand Shares 2025
Supermarkets Sustain Leadership with Exclusive Brand Promotions
E-Commerce Platforms Expand Premium Access but Remain Niche
Chart 106 Retail Channels 2020-2025
Chart 107 Economic Context for Wipes
Chart 108 Real Gdp Growth 2020-2030
Chart 109 Inflation 2020-2030
Chart 110 Consumer Context for Wipes
Chart 111 Population 2020-2030
Chart 112 Consumer Expenditure 2020-2030
Chart 113 Population by Generation 2025
Retail Tissue in Tunisia
Key Data Insights
Cotex Fuels Expansion as Convenience Reshapes Buying Habits
Chart 114 Key Industry Trends for Retail Tissue
Cotex Fuels Expansion as Convenience Reshapes Buying Habits
Chart 115 Cotex Absorba Features Triple Layer Structure for Maximum Oil Absorption
Affordability Battle Intensifies as Cotex Expands
Chart 116 Cotex Jumbo, a Large-Format Equivalent to Eight Standard Paper Towels
Chart 117 Volume Sales 2020-2030
Chart 118 Value Sales by Category 2025
Sah Lilas and Discounters Boost Tissue Sales as Incomes Rise
International Brands and Non-Grocery Outlets Reshape Competitive Dynamics
Chart 119 Analyst Insight for Retail Tissue
Chart 120 Forecast Value Sales 2020-2030
Chart 121 Forecast Value Sales by Category 2025-2030
Sah Lilas Leverages Scale and Reach to Sustain Dominance
Chart 122 Company Shares 2025
Chart 123 Brand Shares 2025
Supermarkets Sustain Leadership as Companies Prioritise In-Store Promotions
Chart 124 Retail Channels 2020-2025
Chart 125 Economic Context for Retail Tissue
Chart 126 Real Gdp Growth 2020-2030
Chart 127 Inflation 2020-2030
Chart 128 Consumer Context for Retail Tissue
Chart 129 Population 2020-2030
Chart 130 Consumer Expenditure 2020-2030
Chart 131 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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