Tissue and Hygiene in Nigeria

March 2024
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Overview:

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

Tissue and Hygiene in Nigeria

Tissue and hygiene in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for tissue and hygiene?
Table 1 Birth Rates 2018-2023
Table 2 Infant Population 2018-2023
Table 3 Female Population by Age 2018-2023
Table 4 Total Population by Age 2018-2023
Table 5 Households 2018-2023
Table 6 Forecast Infant Population 2023-2028
Table 7 Forecast Female Population by Age 2023-2028
Table 8 Forecast Total Population by Age 2023-2028
Table 9 Forecast Households 2023-2028
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2019-2023
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2020-2023
Table 14 Distribution of Retail Tissue and Hygiene by Format: % Value 2018-2023
Table 15 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2023
Table 16 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2023-2028
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2023-2028

DISCLAIMER

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Nigeria

KEY DATA FINDINGS

Harsh economic climate hinders AFH tissue and hygiene in 2023
AFH sector turns in better performance than retail sector thanks to greater necessity
Hotels drive demand for toilet paper while napkins benefit from use in consumer foodservice
Economic recovery set to drive strong growth for away for home tissue and hygiene
Hotels expansion as major demand driver for AFH tissue
The growth of hospitality and healthcare will boost demand for all category members
Table 18 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023
Table 20 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2018-2023
Table 21 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2023
Table 22 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2023-2028
Table 23 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2023-2028

Retail Adult Incontinence in Nigeria

KEY DATA FINDINGS

High inflation leads to volume sales decline in 2023
Imported brands struggle due to depreciation of local currency
Health and beauty specialists dominate retail distribution, but small local grocers see growing share
Retail adult incontinence will benefit from improved economic conditions
Rise in older consumers to boost demand
Brand competition will drive innovation
Table 24 Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 25 Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023
Table 26 NBO Company Shares of Retail Adult Incontinence: % Value 2019-2023
Table 27 LBN Brand Shares of Retail Adult Incontinence: % Value 2020-2023
Table 28 Forecast Sales of Retail Adult Incontinence by Category: Value 2023-2028
Table 29 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2023-2028

Nappies/Diapers/Pants in Nigeria

KEY DATA FINDINGS

High inflation leads to falls in volume sales
Consumers trade down as unit prices rise
Cash-strapped consumers prefer to shop at small local grocers
Growth to improve as economy recovers
Increased brand competition and activity will drive consumer interest
Cloth substitutes to impact progress for junior nappies/diapers
Table 30 Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 31 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023
Table 32 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2019-2023
Table 33 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2020-2023
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2023-2028
Table 35 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2023-2028

Menstrual Care in Nigeria

KEY DATA FINDINGS

High inflation and low spending power means volume declines for menstrual care
Reduced affordability in face of sharp price rises
Tough conditions mean limited company activity, with Procter & Gamble once again ceasing local production
Strong growth anticipated for forecast period as economy recovers
Slim/thin/ultra-thin towels will drive overall growth
Intensified competition to boost demand
Table 36 Retail Sales of Menstrual Care by Category: Value 2018-2023
Table 37 Retail Sales of Menstrual Care by Category: % Value Growth 2018-2023
Table 38 Retail Sales of Tampons by Application Format: % Value 2018-2023
Table 39 NBO Company Shares of Retail Menstrual Care: % Value 2019-2023
Table 40 LBN Brand Shares of Retail Menstrual Care: % Value 2020-2023
Table 41 Forecast Retail Sales of Menstrual Care by Category: Value 2023-2028
Table 42 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2023-2028

Wipes in Nigeria

KEY DATA FINDINGS

Wipes falls in face of financial pressure
Baby wipes posts best performance, but sales suffer due to substitutes
Leading premium brands lose share as consumers shift towards more affordable alternatives
Wipes set to see strong growth during forecast period
Baby wipes will drive overall growth as birth rate rises
Niche segments to benefit from raised awareness
Table 43 Retail Sales of Wipes by Category: Value 2018-2023
Table 44 Retail Sales of Wipes by Category: % Value Growth 2018-2023
Table 45 NBO Company Shares of Retail Wipes: % Value 2019-2023
Table 46 LBN Brand Shares of Retail Wipes: % Value 2020-2023
Table 47 Forecast Retail Sales of Wipes by Category: Value 2023-2028
Table 48 Forecast Retail Sales of Wipes by Category: % Value Growth 2023-2028

Retail Tissue in Nigeria

KEY DATA FINDINGS

Retail tissue sees volume sales dip as high inflation limits consumer spending power
Toilet paper leads growth as the most familiar and affordable product area within retail tissue
Bel Impex consolidates its lead in 2023 while Hayat Kimya struggles
Retail tissue to bounce back as Nigeria’s economy recovers
Continued urbanisation will drive greater interest in convenient cleaning products
Toilet paper will drive development while niche segments benefit from rising incomes and awareness
Table 49 Retail Sales of Tissue by Category: Value 2018-2023
Table 50 Retail Sales of Tissue by Category: % Value Growth 2018-2023
Table 51 NBO Company Shares of Retail Tissue: % Value 2019-2023
Table 52 LBN Brand Shares of Retail Tissue: % Value 2020-2023
Table 53 Forecast Retail Sales of Tissue by Category: Value 2023-2028
Table 54 Forecast Retail Sales of Tissue by Category: % Value Growth 2023-2028
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.

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This report originates from Passport, our Tissue and Hygiene research and analysis database.

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