Away-from-home tissue suffered massive loss of sales in 2020, as the South African government implemented strict lockdown restrictions to curb the spread of COVID-19. As a result, restaurants were forced to close their doors for over a month, while shopping centres and other retail outlets were only open for essential services.
While access to care homes was limited for manufacturers due to the restrictions imposed by the government, demand for AFH adult incontinence grew in 2020. Given the niche nature of the category, growth persisted as older consumers struggling with incontinence issues continued to demand these products, despite supply issues from companies such as Essity and Hartmann-Vitamed.
During 2021, demand for away-from-home tissue and hygiene continued to be driven by a heightened focus on hygiene, which has continued to keep numerous health and safety protocols in place at AFH establishments. Given the health threat posed by the pandemic, the South African government, under the Disaster Management Act, implemented multiple regulations in March 2020 to protect citizens from contracting the virus.
Away-from-home tissue and hygiene is predicted to record stronger value growth (at constant 2021 prices) over the forecast period, as the economy fully reopens and restrictions are further relaxed. This scenario is likely to see consumers regain their confidence in visiting restaurants, bars, shopping centres and other AFH establishments more regularly, as the risk of contracting the virus wanes and consumers are eager to socialise with friends and families once more.
AFH boxed facial tissues and AFH wipers are predicted to record the strongest volume growth rates over the forecast period. The key driver of these products is undoubtedly the greater focus on hygiene, which has been prominent since the outbreak of COVID-19, encouraging businesses to purchase hygiene-related products to protect their employees, patrons and customers.
Despite away-from-home tissue and hygiene being a relatively commoditised category, limiting the scope for product innovation and development, there are several opportunities that can be harnessed by manufacturers going forward. Firstly, despite being less of a priority during the pandemic, as businesses were more focused on product efficacy, sustainability is expected to regain some importance for companies moving forward.
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Understand the latest market trends and future growth opportunities for the Away-From-Home Tissue and Hygiene industry in South Africa 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 Definitions
This report originates from Passport, our Away-From-Home Tissue and Hygiene research and analysis database.
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