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Tissue and Hygiene in Ethiopia

Publisher Euromonitor International
Published Jun 04, 2025
Length 32 Pages
SKU # EP20081101

Description

In 2024, tissue and hygiene sales rose in value terms. Sales are being driven by urbanisation, rising hygiene awareness, and expanding retail access, while economic pressures are pushing consumers towards affordable, value-orientated products. The market is growing steadily, with nappies/diapers/pants and toilet paper being among the most popular.

Euromonitor International's Tissue and Hygiene in Ethiopia 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

32 Pages
Tissue and Hygiene in Ethiopia
Euromonitor International
June 2025
List Of Contents And Tables
TISSUE AND HYGIENE IN ETHIOPIA
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
Government educational campaigns and wider product choice stimulate category sales
Comfort by Zhangzhou Zhiguang Paper Co Ltd leads thanks to its affordable price positioning
Small local grocers remains by far the most popular channel for menstrual care
PROSPECTS AND OPPORTUNITIES
Greater use of menstrual care over the forecast period as more women enter the workforce
Cultural issues continue to be a drag on demand for menstrual care
Manufacturers focus on innovation over the forecast period
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
Sales growth stimulated by population growth and changing consumer lifestyles
Ontex retains the lead and enjoys strong growth
Consumers continue to favour small local grocers, supermarkets and health and beauty specialists
Forecast period growth for nappies/diapers/pants
Urbanisation and growing consumer sophistication benefit category sales over the forecast period
Consumers seek a balance between quality and value leading to the development of smaller pack sizes and bulk buys
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
Sales of retail adult incontinence remain negligible
Product prices remain a barrier to sales growth
Retail adult incontinence suffers from limited distribution
Category remains negligible over the forecast period
Small consumer base for retail adult incontinence
Ongoing taboos suppress sales growth potential
WIPES
Wipes sales achieve growth although demand remains constrained
Several popular brands characterise this small category in Ethiopia
Small local grocers remains the outright leading channel for wipes
Forecast period growth for wipes as consumer awareness of these products expands
Trend two
Despite scope for innovation, affordability remains key for consumers and industry players
Table 22 Retail Sales of Wipes by Category: Value 2019-2024
Table 23 Retail Sales of Wipes by Category: % Value Growth 2019-2024
Table 24 NBO Company Shares of Retail Wipes: % Value 2020-2024
Table 25 LBN Brand Shares of Retail Wipes: % Value 2021-2024
Table 26 Forecast Retail Sales of Wipes by Category: Value 2024-2029
Table 27 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
RETAIL TISSUE
Popularity of retail tissue continues to strengthen as lifestyles become increasingly Westernised
Twins remains a popular brand in retail tissue thanks to its strong presence in toilet paper
Small local grocers maintains its dominion in retail tissue products
Sales growth of retail tissue driven by toilet paper over the forecast period
Existing brands grow well over the forecast period
Innovation takes account of ongoing consumer price sensitivity
Table 28 Retail Sales of Tissue by Category: Value 2019-2024
Table 29 Retail Sales of Tissue by Category: % Value Growth 2019-2024
Table 30 NBO Company Shares of Retail Tissue: % Value 2020-2024
Table 31 LBN Brand Shares of Retail Tissue: % Value 2021-2024
Table 32 Forecast Retail Sales of Tissue by Category: Value 2024-2029
Table 33 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
AWAY-FROM-HOME TISSUE AND HYGIENE
Away-from-home tissue and hygiene sees further development in 2024
Demand for AFH adult incontinence products remains limited
Suppliers of AFH tissue and hygiene products focus on Addis Ababa
Growing demand for AFH tissue and hygiene as hotels and restaurant sectors develop
Rising affluence benefits AFH tissue over the forecast period
Growing popularity of AFH toilet paper and tableware as the country’s infrastructure develops
Table 34 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 35 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 36 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
Table 37 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
Table 38 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
Table 39 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029

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