Away-from-home tissue and hygiene recorded a strong decline in value sales in 2020 as a result of the COVID-19 pandemic, which had a strong negative impact on sales of away-from-home tissue. All areas within this category were adversely affected by the temporary closure of facilities such as restaurants, hotels, schools and offices, along with travel restrictions and increased working from home.
In contrast to other areas of tissue and hygiene where the impact of the COVID-19 pandemic proved relatively short-lived, a further partial lockdown in October 2020, followed by a full lockdown in December, meant that the negative growth trend in away-from-home tissue persisted throughout the year. Reduced activity led to a significant fall in demand for AFH wipers through horeca due to less extensive and/or frequent cleaning when establishments were closed or operating at reduced capacity.
In contrast to the sharp fall in away-from-home tissue, away-from-home hygiene saw only a modest fall in value growth in 2020 as a further lowering of societal taboos around incontinence helped to insulate demand for AFH adult incontinence products. Demand was also boosted by increased rates of hospitalisation and the lockdown of nursing homes.
Away-from-home tissue and hygiene is expected to undergo a slow return to value growth at constant 2020 prices over the forecast period, with away-from-home tissue not expected to return to pre-pandemic levels of value sales before 2025. This will reflect ongoing restrictions linked to COVID-19 as consumers only slowly return to AFH settings.
Over the forecast period, away-from-home hygiene is expected to record a similar level of average value growth at constant 2020 prices compared to the review period, with increased demand from healthcare facilities set to ensure a steady rate of growth.
Sales of AFH wipers are expected to rebound in 2021, followed by steady if unremarkable value growth for the remainder of the forecast period. Positive growth in AFH wipers through business/industry and horeca is likely to be offset by a fall in sales of AFH wipers through hospitals/healthcare as the impact of pandemic subsides.
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Understand the latest market trends and future growth opportunities for the Away-From-Home Tissue and Hygiene industry in Netherlands 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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