Growth in retail current value sales of tissue and hygiene slowed significantly in 2024 but continued to increase at a robust rate. As local consumers increasingly prioritised personal hygiene in their daily routines, especially in urban areas, products that offer ease of use and portability, such as wipes and tissue products, are seeing strong demand.
Nappies/diapers/pants remains the largest category in tissue and hygiene, with standard nappies and diapers dominant. However, the birth rate has experienced a slight decline compared to previous years and is projected to decrease further in the forecast period.
The Procter & Gamble Co remained the leading player in tissue and hygiene in 2024, followed by Kimberly-Clark Corp. The former’s main brands are Pampers, Always and Descreet, while the latter’s are Huggies and Kotex.
In Uzbekistan, modern retail is estimated to account for approximately 10% of the tissue and hygiene market, while traditional trade continues to dominate, with around 90% of sales still occurring through bazaars, open-air markets, small kiosks and independent shops. Despite the gradual expansion of organised retail, informal trade remains the preferred shopping channel for the majority of consumers, primarily due to its accessibility, familiarity and competitive pricing.
Despite ongoing population growth and urbanisation, retail constant value sales of tissue and hygiene will decline marginally during both 2025 and the forecast period as a whole, with paper tableware the most dynamic category. With an ageing population, retail adult incontinence will also perform strongly, as will wipes, toilet paper and menstrual care.
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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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