Although sales slipped into decline in some markets (eg Algeria, Nigeria), the Middle East and Africa tissue and hygiene market continued to record positive growth in real value terms at a regional level in 2023. Inflation remained a problem in this year, as did devaluations of the local currencies in some countries. However, increased hygiene awareness, expanding populations and more women entering the workforce were among the drivers of positive growth moving into the forecast period.
This report comes in PPT.
Saudisation and Vision 2030 are helping to drive many trends in the Kingdom, including increasing local production for many industries, such as tissue and hygiene, sustainability, eg Johnson & Johnson’s Carefree Organic Pantyliner (made with 100% organic cotton) and greater employment of women in the local workforce, which helps push up household incomes.
Rising inflation forced many Algerian consumers to switch to cheaper local products, to the detriment of premium imported brands, which continued to lose share in 2023. Local producers also benefited from the frequent stock-outs of imported brands due to restrictions on imports and their high prices as a result of the devaluation of the local currency.
At the beginning of 2023, Israeli pharmacy chain Super-Pharm acquired 10% of Good Pharm. In addition to its network of stores, Good Pharm also operates a website that specialises in products for the elderly, such as adult incontinence. Early 2023 also saw the period underwear brand, Modibodi, launch a unique new product sold only at Super-Pharm outlets.
Due to inflationary pressures, local consumers had lower disposables incomes and were thus prioritising affordability, boosting the share of private label in South Africa, which reached a share of 20% in 2023. Retailers such as Clicks Group, Dis-Chem Pharmacies or Shoprite Holdings were investing heavily in their private label offerings to capitalise on this trend.
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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