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Tissue and Hygiene in South Africa

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    Report

  • 51 Pages
  • April 2025
  • Region: South Africa
  • Euromonitor International
  • ID: 2626636
Despite a positive performance in 2024, impressive value growth of tissue and hygiene in South Africa was mainly driven by inflation. South African consumers faced several challenges in the first half of 2024, including political uncertainty, elevated food and fuel prices and high interest rates. Annual consumer price inflation was 5.6% in February 2024, although following the national elections in May and the establishment of the Government of National Unity (GNU), this figure was down to 2.

The Tissue and Hygiene in South Africa report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Tissue and Hygiene market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

EXECUTIVE SUMMARY
  • Tissue and hygiene in 2024: The big picture
  • 2024 key trends
  • Competitive landscape
  • Retail developments
  • What next for tissue and hygiene?
MARKET INDICATORS
  • Table 1 Birth Rates 2019-2024
  • Table 2 Infant Population 2019-2024
  • Table 3 Female Population by Age 2019-2024
  • Table 4 Total Population by Age 2019-2024
  • Table 5 Households 2019-2024
  • Table 6 Forecast Infant Population 2024-2029
  • Table 7 Forecast Female Population by Age 2024-2029
  • Table 8 Forecast Total Population by Age 2024-2029
  • Table 9 Forecast Households 2024-2029
MARKET DATA
  • Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
  • Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
  • Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
  • Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
  • Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
  • Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
  • Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
  • Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
  • Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
MENSTRUAL CARE IN SOUTH AFRICAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Strong growth for menstrual care as consumers seek greater value
  • Established brands Always and Kotex retain solid lead of menstrual care
  • Supermarkets dominates distribution, while e-commerce records fast growth
PROSPECTS AND OPPORTUNITIES
  • Menstrual care set for consistent growth over forecast period, driven by innovation and increasing awareness
  • E-commerce likely to record rapid growth due to rising competition and technological advancements
  • Brands will look to innovate over forecast period in attempt to remain competitive
CATEGORY DATA
  • Table 19 Retail Sales of Menstrual Care by Category: Value 2019-2024
  • Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
  • Table 21 Retail Sales of Tampons by Application Format: % Value 2019-2024
  • Table 22 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
  • Table 23 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
  • Table 24 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
  • Table 25 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
NAPPIES/DIAPERS/PANTS IN SOUTH AFRICAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Nappies/diapers/pants display positive growth in value terms despite tough economic climate
  • Procter & Gamble and Kimberly-Clarke retain lead of nappies/diapers/pants
  • Supermarkets remains preferred distribution channel in South Africa
PROSPECTS AND OPPORTUNITIES
  • Nappies/diapers/pants expected to remain cornerstone of tissue and hygiene sales
  • Rising e-commerce presence set to support sales over forecast period
  • Sustainability and innovation set to intensify competition over forecast period
CATEGORY DATA
  • Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
  • Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
  • Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
  • Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
  • Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
  • Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
RETAIL ADULT INCONTINENCE IN SOUTH AFRICAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Retail adult incontinence records solid growth in challenging economic climate
  • Established brands dominate despite private label’s growth
  • Health and beauty specialists dominates distribution
PROSPECTS AND OPPORTUNITIES
  • Strong growth predicted due to improving economy and social awareness
  • Clicks and Dis-Chem prioritise omnichannel strategies within a competitive market
  • Sustainable and reusable products offer key opportunities for future growth
CATEGORY DATA
  • Table 32 Sales of Retail Adult Incontinence by Category: Value 2019-2024
  • Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
  • Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
  • Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
  • Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
  • Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
WIPES IN SOUTH AFRICAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Promotional activity and rewards programmes help drive growth of wipes
  • Johnson & Johnson leads wipes, while private label appeals to lower-income groups
  • Supermarkets dominates distribution, with importance of omnichannel strategies rising
PROSPECTS AND OPPORTUNITIES
  • Wipes set to record further growth over the forecast period
  • New ingredients incorporated into facial cleansing wipes set to drive growth
  • The importance of sustainability force manufacturers to innovate their wipes
CATEGORY DATA
  • Table 38 Retail Sales of Wipes by Category: Value 2019-2024
  • Table 39 Retail Sales of Wipes by Category: % Value Growth 2019-2024
  • Table 40 NBO Company Shares of Retail Wipes: % Value 2020-2024
  • Table 41 LBN Brand Shares of Retail Wipes: % Value 2021-2024
  • Table 42 Forecast Retail Sales of Wipes by Category: Value 2024-2029
  • Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
RETAIL TISSUE IN SOUTH AFRICAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Solid demand for retail tissue as promotions and loyalty programmes drive growth
  • Kimberly-Clark and Twinsaver continue to lead retail tissue
  • Supermarkets leads distribution as competition among large retailers drives growth
PROSPECTS AND OPPORTUNITIES
  • Retail tissue expected to record further growth over forecast as essential item
  • Omnichannel distribution strategy will become increasingly important
  • Sustainable and biodegradable products to gain greater popularity
CATEGORY DATA
  • Table 44 Retail Sales of Tissue by Category: Value 2019-2024
  • Table 45 Retail Sales of Tissue by Category: % Value Growth 2019-2024
  • Table 46 NBO Company Shares of Retail Tissue: % Value 2020-2024
  • Table 47 LBN Brand Shares of Retail Tissue: % Value 2021-2024
  • Table 48 Forecast Retail Sales of Tissue by Category: Value 2024-2029
  • Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
AWAY-FROM-HOME TISSUE AND HYGIENE IN SOUTH AFRICAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Away-from-home tissue’s growth driven by rising urbanisation, tourism and foodservice
  • Growth of AFH adult incontinence driven by rising awareness and more affordable options
  • Competition in speciality away-from-home tissue supports value sales
PROSPECTS AND OPPORTUNITIES
  • Away-from-home tissue and hygiene set to register strong growth moving forward
  • Horeca channel set to support demand over forecast period
  • Virgin pulp is emerging with business demand for away-from-home tissue demonstrating positive growth
CATEGORY DATA
  • Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
  • Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
  • Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2019-2024
  • Table 53 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
  • Table 54 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
  • Table 55 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
  • Table 56 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029