In 2023, tissue and hygiene in the United Arab Emirates faced inflationary challenges due to the soaring cost of essential raw materials, such as pulp and energy. Players responded by adjusting prices or reducing pack sizes, prompting consumers to gravitate towards value-driven options, notably smaller packs.
Amid a predominant focus on affordability within tissue and hygiene in the United Arab Emirates, there was a simultaneous rise in demand for premium hygiene products in 2023, as consumers’ purchasing decisions became increasingly polarised. Despite the main emphasis on value, some consumers have been showing a greater interest in high-end offerings that prioritise superior quality, convenient features, and a luxurious experience.
As private label continued to gain prominence in 2023, driven by increasing price sensitivity among some local consumers, major retailers such as Carrefour (Majid Al Futtaim Hypermarkets LLC) and Lulu Group International LLC have been expanding their ranges of tissue and hygiene products, offering affordable alternatives to well-known brands.
In terms of distributing tissue and hygiene in the United Arab Emirates, there is a clear preference for supermarkets and hypermarkets, but despite sustained value growth in 2023, they have been steadily losing share to e-commerce. Nevertheless, many local consumers appreciate the convenience of being able to purchase essential tissue and hygiene products whilst doing their weekly grocery shop, in addition to the offer of a wide range of products at competitive prices.
The rising demand for natural and sustainable products in tissue and hygiene is likely to gain momentum once the impact of inflation and cost-of-living challenges subside over the forecast period. Categories such as menstrual care, baby wipes, and nappies/diapers/pants, along with retail tissue, will likely witness greater investment from consumers prioritising health and safety, particularly parents and those with skin sensitivities or allergies.
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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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