India faced a devastating second wave of the COVID-19 pandemic in the first half of 2021, which led to a significant increase in hospital admissions. Although the virus impacts people of all age groups, older people are more susceptible to severe infection, which often increases the need for ICU care and ventilation.
While AFH hygiene continued to see growth in 2021, AFH tissue recovered slightly after seeing a significant decline in 2020. In 2021, the category was still impacted by intermittent lockdowns, office and school closures and the threat of infection.
AFH tissue and hygiene is highly fragmented, characterised by different price points and limited brand loyalty. Since these products are bought in bulk by various agencies that have their own budgets and requirements, and the brand is often not visible to the end user (the logo and brand name are often only on the packaging, which is removed upon use), the product type and pricing play a much more important role in the purchasing decision.
The end of 2021 and beginning of 2022 saw a surge in new COVID-19 cases, leading to a third wave of infection. Since it was driven by the Omicron variant, and in the wake of the high immunisation rate, the impact was comparatively lower, with significantly fewer hospital admissions.
With a bigger base and fewer factors driving sales, such as the pandemic, the growth of AFH hygiene is projected to be lower in the forecast period than was seen in the review period. In terms of actual sales, the category is already significantly higher than the pre-COVID-19 level of sales.
More consumers are now well-aware of how their various actions affect the environment and how they can change to have a positive impact. This is leading to developments even in the AFH space.
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Understand the latest market trends and future growth opportunities for the Away-From-Home Tissue and Hygiene industry in India with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Away-From-Home Tissue and Hygiene
Away-from-home sales covers all sales of tissue and hygiene products in the Incontinence, Wipes, Toilet Paper, Tissues, Paper Tableware and Paper Towels sectors that are intended for use outside of the home. This could be in medical institutions, offices, hotels and restaurants or government controlled environments such as schools and the military.
See All of Our DefinitionsThis report originates from Passport, our Away-From-Home Tissue and Hygiene research and analysis database.
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