Volume sales of away-from-home tissue took a significant hit in 2020, directly linked to the pandemic and subsequent lockdown, which resulted in the closure of all horeca outlets and businesses. AFH paper tableware and AFH paper towels were the most negatively affected since these products are mainly purchased by horeca outlets and businesses, a factor also impacting AFH toilet paper, as consumption switched to retail variants as a result of the home seclusion trend which saw employees work from home wherever possible.
AFH adult incontinence experienced an upturn in demand as a result of the pandemic, with demand rising due to the increasing number of people being hospitalised because of complications relating to COVID-19. The category is dominated by hospitals/healthcare.
According to trade experts, COVID-19 negatively impacted sales of smaller manufacturers of away-from-home tissue and hygiene products, whilst the bigger players had the capacity and power to continue with the production and distribution of their products. Consequently, the smaller regional companies have been virtually wiped out of the market, meaning that the large brands such as Fine and Kleenex (Olayan Kimberly-Clark Arabia Co) gained greater share in 2020.
Although sales of away-from-home tissue through the horeca channel, as well as through business, to an extent, experienced steep declines due to the lockdown in 2020 and the home seclusion trend, the forecast period is predicted to be more positive, with shares of this category through both horeca and business expected to eventually start recovering by 2022, as consumers return to their places of work and begin to once again patronise horeca outlets, depending on the success of the vaccination programme and the return of consumers’ confidence. The opening of international borders will also support the recovery of away-from-home tissue.
Away-from-home tissue is expected to remain the dominant product area within away-from-home tissue and hygiene in 2021 and beyond, with its growth projected to be driven by AFH paper towels and AFH napkins, mainly through horeca. Healthy growth will also be driven by a focus on upgrading customer service among horeca outlets including hotel operators, as they seek to attract clients in an attempt to make up for reduced footfall during the pandemic.
Horeca will remain the strongest channel driving sales of away-from-home tissue over the forecast period, with the reopening of consumer foodservice in 2021 after long periods of closure during the pandemic supporting the category’s gradual recovery. Therefore, this channel will continue to drive sales growth as operators have been working to upgrade the quality of their customer service.
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Understand the latest market trends and future growth opportunities for the Away-From-Home Tissue and Hygiene industry in United Arab Emirates 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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