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Tissue and Hygiene in Tanzania

Publisher Euromonitor International
Published Jul 16, 2025
Length 33 Pages
SKU # EP20215160

Description

Sales of tissue and hygiene rose in both value and volume terms in 2024, reflecting growing penetration and consumer adoption across categories. There has been a notable upsurge in usage – especially in urban areas – driven by rising income levels and a growing middle class. As urban consumers gain more spending power, demand for tissue and hygiene products is expanding, encouraging increased production output from local manufacturers and sustained import activity. This improved availability, in...

Euromonitor International's Tissue and Hygiene in Tanzania report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Tissue and Hygiene market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

33 Pages
Tissue and Hygiene in Tanzania
Euromonitor International
July 2025
List Of Contents And Tables
TISSUE AND HYGIENE IN TANZANIA
EXECUTIVE SUMMARY
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
MARKET DATA
Table 1 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 2 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 3 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
Table 4 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
Table 5 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
Table 6 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
Table 7 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
Table 8 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
Table 9 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
DISCLAIMER
MENSTRUAL CARE
Key Data Findings
2024 Developments
Awareness efforts and product variety support sales growth
Brand visibility and accessibility bolster leading company performance
Modern retail and e-commerce channels expand accessibility
Prospects and Opportunities
Education and accessibility expected to drive future category expansion
Digital platforms poised for growth among urban consumers
Product innovation to focus on comfort, sustainability and education
Category Data
Table 10 Retail Sales of Menstrual Care by Category: Value 2019-2024
Table 11 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
Table 12 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
Table 13 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
Table 14 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
Table 15 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
NAPPIES/DIAPERS/PANTS
Rising demand fuelled by urbanisation, hygiene awareness and shifting lifestyles
Affordability and reach underpin competitive dynamics
Retail landscape shaped by accessibility, affordability and emerging digital habits
Growth outlook shaped by affordability, population expansion and hygiene awareness
Digital platforms enhance accessibility and consumer engagement
Product innovation meets the needs of active toddlers and warmer climates
Table 16 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 17 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
Table 18 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
Table 19 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
Table 20 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
Table 21 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
RETAIL ADULT INCONTINENCE
Growing awareness and accessibility support modest growth from a low base
Comfrey leads in performance while local players expand market reach
Specialist retailers lead distribution, but broader availability remains limited
Education and destigmatisation set to drive future growth
Digital retail remains limited but holds future promise
Innovation in outreach and education to support category development
Table 22 Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 23 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
Table 24 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
Table 25 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
Table 26 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
Table 27 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
WIPES
Demand for baby wipes continues to grow among affluent urban parents
Brand strength and local affordability shape the competitive landscape
Supermarkets lead, while pharmacies gain ground as key retail channels
Continued growth expected, driven by population and multipurpose usage
E-commerce to benefit from urbanisation and digital familiarity
Multipurpose use and informal substitution to shape innovation trends
Table 28 Retail Sales of Wipes by Category: Value 2019-2024
Table 29 Retail Sales of Wipes by Category: % Value Growth 2019-2024
Table 30 NBO Company Shares of Retail Wipes: % Value 2020-2024
Table 31 LBN Brand Shares of Retail Wipes: % Value 2021-2024
Table 32 Forecast Retail Sales of Wipes by Category: Value 2024-2029
Table 33 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
RETAIL TISSUE
Toilet paper leads growth amid local production surge
Tanpack leads with premium and value brands as rivals diversify
Wider product access through local grocers supports value-driven sales
Steady growth driven by shifting habits and affordability
Traditional channels maintain strength while modern trade expands
Shifting norms and packaging innovation support future growth
Table 34 Retail Sales of Tissue by Category: Value 2019-2024
Table 35 Retail Sales of Tissue by Category: % Value Growth 2019-2024
Table 36 NBO Company Shares of Retail Tissue: % Value 2020-2024
Table 37 LBN Brand Shares of Retail Tissue: % Value 2021-2024
Table 38 Forecast Retail Sales of Tissue by Category: Value 2024-2029
Table 39 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
AWAY-FROM-HOME TISSUE AND HYGIENE
Expansion in institutional demand supports away-from-home tissue volume growth
Low usage of away-from-home adult incontinence limits growth from institutional settings
Product accessibility and format adaptation improve category relevance
Tourism and institutional demand to drive long-term growth
Cost remains a barrier to sustainable product adoption
Improved hygiene awareness to shape innovation and marketing
Table 40 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 41 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 42 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
Table 43 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
Table 44 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
Table 45 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029

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