Tissue and hygiene in 2024: The big picture
Despite Tunisia’s ongoing economic crisis and a decline in consumer purchasing power, retail tissue and hygiene performed well in both value and volume terms in 2024. More consumers are increasingly aware of the benefits of tissue and hygiene products, viewing them as essential items.
2024 key trends
Nappies/diapers/pants remained the largest category within tissue and hygiene overall in 2024 as its products are considered essential items amongst all consumer groups and they have a strong distribution network covering all grocery retailers.
Competitive landscape
The local player Société d'Articles Hygiéniques Sarl (SAH) retained its dominant position in retail tissue and hygiene in 2024 and led in all categories except away-from-home tissue and hygiene, where imported brands have a significant foothold. The company’s strong position was underpinned by its longstanding presence, a broad range of products at competitive prices, investments in marketing, as well as frequent promotions and discounts.
Retail developments
Modern grocery retailers, specifically supermarkets, remained the leading distribution channel within tissue and hygiene in Tunisia in 2024. Despite the important presence of traditional grocery retailers, Tunisian women prefer to purchase menstrual care products from modern stores.
What next for tissue and hygiene?
Tunisia’s challenging economic situation, characterised by rising inflation rates and declining purchasing power, will lead to increased price sensitivity. Therefore, tissue and hygiene is projected to face challenging conditions over the forecast period.
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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
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 Tunisia
KEY DATA FINDINGS
Busy lifestyles and more women in the workforce encourage Tunisians to eat out, supporting category growth in 2024
Healthcare facilities increasingly provide AFH adult incontinence products
Imported brands have significant foothold
Rising urbanisation and tourism to drive demand
Ageing population fuels growth in AFH hygiene
Innovation will be key
Retail Adult Incontinence in Tunisia
KEY DATA FINDINGS
Ageing population and increased awareness drive strong growth in 2024
Société d’Articles Hygiéniques Sarl (SAH) continues to dominate
Aziza’s expansion ensures discounters’ dynamism
Rising product awareness and reduced stigma support future sales
Consumers seek promotions in physical stores, impacting e-commerce sales
Potential for more innovative solutions as the market evolves
Nappies/Diapers/Pants in Tunisia
KEY DATA FINDINGS
Price increases support strong value growth in 2024
Société d'Articles Hygiéniques Sarl leads, offering widely available and affordable products
Modern grocery retailers appeal with their wide portfolios and promotions
Declining birth rate will dampen demand
Slow growth of e-commerce
Innovation will continue to play a key role
Menstrual Care in Tunisia
KEY DATA FINDINGS
Rising prices support value growth in 2024
Société d'Articles Hygiéniques Sarl continues to dominate with its wide range of affordable products
Supermarkets lead, whilst discounters record dynamic growth
Pantyliners will benefit from rising urbanisation and word-of-mouth recommendations
Slow growth of e-commerce as Tunisian women prefer to shop in physical stores
Innovation will be a key driver of sales
Wipes in Tunisia
KEY DATA FINDINGS
Demand boosted by advertising and rising living standards
Société d'Articles Hygiéniques continues to dominate
Modern grocery retailers attract consumers with broad ranges and promotions
Wider availability and growing awareness to fuel growth
Physical stores will continue to be preferred
Innovation will remain a key driver in wipes
Retail Tissue in Tunisia
KEY DATA FINDINGS
Rising urbanisation and disposable incomes fuel category expansion
Société d'Articles Hygiéniques Sarl leads, offering a wide portfolio of products and promotions
Variety stores, offering lower prices, increasingly popular
Paper towels to perform well, driven by their versatility and advertising
Private label could emerge as a significant competitor
Companies set to focus on innovation to meet evolving demands
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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-
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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
-
-
- Standard Towels With Wings
- Standard Towels Without Wings
-
- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
-
- Menstrual Care Including Intimate Wipes
-
-
-
- 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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-
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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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