Away-from-home (AFH) tissue and hygiene recorded a strong decline in value sales in 2020 as the COVID-19 pandemic had a severe negative impact on sales of away-from-home tissue. All areas within this category were adversely affected by the enforced closure of horeca outlets, along with travel restrictions and increased working from home.
In contrast to AFH tissue, AFH hygiene saw increased demand and recorded stronger value sales in 2020 linked to a rise in the number of patients in hospitals and other healthcare facilities due to COVID-19. This led to increased pressure on stocks of AFH adult incontinence products at the beginning of the pandemic as a large number of people became ill.
Essity is a leading player in away-from-home tissue and hygiene in Romania, with its products being present across a multitude of locations. Its Tork brand is widely available and known for its product innovation.
The horeca industry in Romania is not expected to begin recovering until the second half of 2021, thus delaying the start of a recovery in AFH tissue. Restrictions on the operation of venues are only expected to be lifted in line with a decline in the number of COVID-19 cases and the successful rollout of a vaccination programme.
While all categories of AFH tissue are expected to record marginal to low average value growth at constant prices from 2022 onwards, the category as a whole is not expected to return to pre-pandemic sales during the forecast period. The context of a general reluctance on the part of consumers to eat out or travel due to an ongoing fear of the virus, combined with pressure on disposable incomes as many cut back on non-essential spending, will translate into a very slow recovery in demand for AFH tissue products over the forecast period.
In contrast to the challenging outlook for AFH tissue over the forecast period, away-from-home hygiene is expected to record further low average value growth. A large number of patients are expected to continue being treated for COVID-19 in hospital for at least the first half of 2021, while the ongoing increase in the population aged 65+ is expected to drive growth in demand for AFH adult incontinence products throughout 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 Romania 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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