Demand for away-from-home tissue experienced a significant decline in 2020. This was a direct result of the pandemic due to restricted movement and travel due to the government-enforced lockdown, which included the closure of borders to limit the entry of international tourists in an attempt to reduce the spread of the virus.
AFH toilet paper and AFH napkins remained the dominant categories within away-from-home tissue in 2020. Demand for the latter prior to the pandemic was supported by the increasing shift of horeca establishments away from traditional alternatives including the use of newspapers or unbranded tissue for hand hygiene.
In addition to holding a strong lead in retail tissue, local company Packages Ltd also traditionally leads away-from-home tissue, as it offers a range of products, including toilet paper, paper towels, napkins and facial tissues, under its Rose Petal brand.
Away-from-home tissue is predicted to record an upturn in demand from 2021 onwards, despite ongoing restrictions in Pakistan heading into the forecast period. Demand is therefore likely to come later in the year due to pent-up demand after long periods spent at home, the return to the workplace and educational institutes, and the possible opening of the country’s borders to international tourism.
Greater demand for away-from-home tissue and hygiene over the forecast period is expected to be supported by rapidly changing consumer habits which favour preventative hygiene. Workplaces, educational institutions, public areas, horeca and hospitals/healthcare will therefore increase their use of disposable products to offer both convenience and greater hygiene levels moving forward.
AFH napkins and AFH toilet paper will continue to dominate the category due to changing consumption habits of the masses and greater usage of these products over the forecast period; traditionally, local consumers followed traditional toilet habits, which involved using water to clean, but due to the development of flushable toilets and the growing influence from the West, the use of toilet paper has become increasingly widespread. These products are now seen in most AFH channels in urban areas, and will drive the stronger performance of AFH toilet paper in volume terms over the forecast period.
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Understand the latest market trends and future growth opportunities for the Away-From-Home Tissue and Hygiene industry in Pakistan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Away-From-Home Tissue and Hygiene research and analysis database.
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