COVID-19 had an adverse impact on demand for away-from-tissue in 2020, due to a lack of tourism or dining out in horeca establishments for much of the year. Visits to restaurants, shopping centres, entertainment venues including cinemas and travel were severely impacted for much of the year, while the number of consumers not present in the physical workplace reduced demand from businesses/industry for AFH tissue.
AFH tissue was severely impacted by COVID-19 in 2020 due to lockdowns, border closures and the resulting drop in both domestic and foreign tourism. Although domestic travel did start to slowly recover in 2020, it was not enough to support recovery for AFH tissue for the year as a whole.
The competitive landscape of away-from-home tissue and hygiene is led by the same key players that are present in the country and driving sales of retail tissue and hygiene. Smaller companies are, however, present within the away-from-home environment, which offer lower-priced products and therefore tend to target small and medium-sized customers as they are unable to effectively compete with the major players for a larger customer base.
COVID-19 is likely to have a mid-term impact on the performance of away-from-home tissue as tourism will take some time to recover in arrivals terms, while horeca establishments will probably be slow to open once again to the public, certainly without social distancing measures in place with consumers likely to remain cautious in dining out again in the short term. Therefore, no area of the category is expected to show significant recovery until 2022, with AFH toilet paper predicted to record the highest volume growth rate from this date.
Given the strong presence of retail players in this category, away-from-home tissue and hygiene is expected to benefit from consumer trends in retailing over the forecast period. Characteristics such as product efficacy, variety of usage occasions and higher quality are likely to become more apparent in AFH tissue and hygiene, with a growing focus on sustainability and environmental friendliness likely.
Over the forecast period, away-from-home tissue is expected to record increasing demand from the tourism industry in the country (particularly arrivals from China), with tourism likely to become one of the leading growth areas of the economy in Thailand once again. Both international and local visitor numbers are likely to rise once the virus is contained around the world, which will stimulate greater demand for away-from-home products, especially AFH toilet paper, AFH wipers and AFH paper tableware (napkins).
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Understand the latest market trends and future growth opportunities for the Away-From-Home Tissue and Hygiene industry in Thailand 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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