Overall, tissue and hygiene in Pakistan posted double-digit retail and AFH current value growth in 2024. Amidst a strong growth in the demand for packaged tissue and hygiene in a developing industry, still high inflation stimulated dynamic value sales rises.
The demand for tissue and hygiene in Pakistan rose as more consumers adopted modern hygiene habits and learned towards packaged products as a result. Rising urbanisation and awareness of hygiene and related products have encouraged the use of tissue and hygiene products daily.
The local company Packages consolidated its leadership of tissue and hygiene with an increase in retail value share in 2024. The company owed its leading position to its dominance in retail tissue, where it was the first player to establish a foothold.
Small local grocers continued to dominate tissue and hygiene distribution in retail value terms in 2024, although supermarkets, hypermarkets and, to a lesser extent, health and beauty specialists and e-commerce have gained ground. Hypermarkets and supermarkets have steadily won over many urban consumers in Pakistan.
Tissue and hygiene in Pakistan is projected to see a double-digit retail value (constant 2024 prices) CAGR over the forecast period, supported by the rising demand for and prices of packaged products across categories. In retail value terms, menstrual care is predicted to remain the main category, with nappies/diapers/pants the fastest-growing category, as key review period demographic, social, economic and distribution trends prove robust.
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Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Pakistan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
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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 definitionsThis report originates from Passport, our Tissue and Hygiene research and analysis database.
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