Tissue and Hygiene in Ethiopia

June 2025
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Overview:

Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Ethiopia 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 Ethiopia, 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 Ethiopia 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 Ethiopia?
  • Which are the leading brands in Tissue and Hygiene in Ethiopia?
  • How are products distributed in Tissue and Hygiene in Ethiopia?
  • 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 Ethiopia

Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
Table 1 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 2 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 3 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
Table 4 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
Table 5 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
Table 6 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
Table 7 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
Table 8 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
Table 9 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029

DISCLAIMER

Key Data Findings
2024 Developments
Government educational campaigns and wider product choice stimulate category sales
Comfort by Zhangzhou Zhiguang Paper Co Ltd leads thanks to its affordable price positioning
Small local grocers remains by far the most popular channel for menstrual care
Greater use of menstrual care over the forecast period as more women enter the workforce
Cultural issues continue to be a drag on demand for menstrual care
Manufacturers focus on innovation over the forecast period
Category Data
Table 10 Retail Sales of Menstrual Care by Category: Value 2019-2024
Table 11 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
Table 12 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
Table 13 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
Table 14 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
Table 15 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
Key Data Findings
2024 Developments
Sales growth stimulated by population growth and changing consumer lifestyles
Ontex retains the lead and enjoys strong growth
Consumers continue to favour small local grocers, supermarkets and health and beauty specialists
Forecast period growth for nappies/diapers/pants
Urbanisation and growing consumer sophistication benefit category sales over the forecast period
Consumers seek a balance between quality and value leading to the development of smaller pack sizes and bulk buys
Category Data
Table 16 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 17 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
Table 18 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
Table 19 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
Table 20 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
Table 21 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
2024 Developments
Sales of retail adult incontinence remain negligible
Product prices remain a barrier to sales growth
Retail adult incontinence suffers from limited distribution
Category remains negligible over the forecast period
Small consumer base for retail adult incontinence
Ongoing taboos suppress sales growth potential
Key Data Findings
2024 Developments
Wipes sales achieve growth although demand remains constrained
Several popular brands characterise this small category in Ethiopia
Small local grocers remains the outright leading channel for wipes
Forecast period growth for wipes as consumer awareness of these products expands
Trend two
Despite scope for innovation, affordability remains key for consumers and industry players
Category Data
Table 22 Retail Sales of Wipes by Category: Value 2019-2024
Table 23 Retail Sales of Wipes by Category: % Value Growth 2019-2024
Table 24 NBO Company Shares of Retail Wipes: % Value 2020-2024
Table 25 LBN Brand Shares of Retail Wipes: % Value 2021-2024
Table 26 Forecast Retail Sales of Wipes by Category: Value 2024-2029
Table 27 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
Key Data Findings
2024 Developments
Popularity of retail tissue continues to strengthen as lifestyles become increasingly Westernised
Twins remains a popular brand in retail tissue thanks to its strong presence in toilet paper
Small local grocers maintains its dominion in retail tissue products
Sales growth of retail tissue driven by toilet paper over the forecast period
Existing brands grow well over the forecast period
Innovation takes account of ongoing consumer price sensitivity
Category Data
Table 28 Retail Sales of Tissue by Category: Value 2019-2024
Table 29 Retail Sales of Tissue by Category: % Value Growth 2019-2024
Table 30 NBO Company Shares of Retail Tissue: % Value 2020-2024
Table 31 LBN Brand Shares of Retail Tissue: % Value 2021-2024
Table 32 Forecast Retail Sales of Tissue by Category: Value 2024-2029
Table 33 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
Key Data Findings
2024 Developments
Away-from-home tissue and hygiene sees further development in 2024
Demand for AFH adult incontinence products remains limited
Suppliers of AFH tissue and hygiene products focus on Addis Ababa
Growing demand for AFH tissue and hygiene as hotels and restaurant sectors develop
Rising affluence benefits AFH tissue over the forecast period
Growing popularity of AFH toilet paper and tableware as the country’s infrastructure develops
Category Data
Table 34 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 35 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 36 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
Table 37 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
Table 38 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
Table 39 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029
Download table of contents
The following categories and subcategories are included:

Tissue and Hygiene

      • AFH Adult Incontinence
      • AFH Boxed Facial Tissues
        • AFH Napkins
        • AFH Tablecloths
      • AFH Paper Towels
      • AFH Toilet Paper
      • AFH Wipers
        • Light Adult Incontinence
        • Moderate/Heavy Adult Incontinence
        • Disposable Pants
          • 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
          • Starter Kits/Sweepers/Sticks (Excluding Wipes)
          • Wipes (Excluding Starter Kits/Sweepers/Sticks)
          • General Purpose Wipes
          • Intimate Wipes
          • Baby Wipes
            • Facial Cleansing Wipes
            • Deodorant Wipes
          • Moist Toilet Wipes
      • Paper Towels
        • Napkins
        • Tablecloths
        • Boxed Facial Tissues
        • Pocket Handkerchiefs
      • Toilet Paper
  • Rx/Reimbursement adult incontinence
        • AFH Adult Incontinence
          • Retail Light Adult Incontinence
          • Retail Moderate/Heavy Adult Incontinence
        • Rx/Reimbursement adult incontinence
        • Disposable Pants
          • 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
          • General Purpose Wipes
          • Intimate Wipes
          • Baby Wipes
            • Facial Cleansing Wipes
            • Deodorant Wipes
          • Moist Toilet Wipes
          • AFH Napkins
          • Retail Napkins
          • AFH Tablecloths
          • Retail Tablecloths
          • AFH Boxed Facial Tissues
          • Retail Boxed Facial Tissues
        • Pocket Handkerchiefs
        • AFH Paper Towels
        • Retail Paper Towels
        • AFH Toilet Paper
        • Retail Toilet Paper
      • AFH Wipers

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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