Away-from-home tissue demonstrated double-digit volume growth in 2021, after the significant volume and current value declines seen in 2020 as a direct result of the pandemic. This recovery is largely due to the reopening of horeca outlets, the channel traditionally dominating the category’s sales, and consumers returning to the office and school.
Prior to the emergence of the pandemic, demand for away-from-home adult incontinence was starting to decline in Turkey, as hospitals and other healthcare institutions, such as elderly care homes, had started to reduce expenses where possible following the dramatic decline in the exchange rate of the Turkish lira. This resulted in institutions becoming less willing to provide away-from-home adult incontinence to patients and encouraged them to purchase reimbursed products.
According to trade experts, COVID-19 negatively impacted business for smaller manufacturers of away-from-home tissue and hygiene products, whilst the larger players had the capacity and financial support to continue with their production and distribution. Consequently, smaller regional companies have been virtually wiped out of the market, meaning that leading producers such as Eczacibasi Tuketim and Hayat Kimya gained greater share of the category in 2021.
After a strong recovery in 2021, away-from-home tissue is predicted to see volume growth slow down over the forecast period. Uncertainty over international tourist numbers over the summer months is likely to dampen sales of away-from-home tissue, while demand for away-from-home adult incontinence is anticipated to resume pre-pandemic levels as the pandemic subsides and hospital admissions decline.
While the main away-from-home tissue channel of horeca will take time to recover, business/industry and public held notable value share of away-from-home toilet paper and away-from-home paper towels pre-pandemic. While some remote working continued in 2021, domestic demand through the workplace or schools in addition to a gradual return to shopping centres, is likely to support stronger volume growth for these categories from 2022 onwards compared to other away-from-home tissue types.
Following a surge in demand due to the pandemic from hospitals/healthcare, away-from-home adult incontinence is set to gradually return to greater levels of normalisation over the course of the forecast period, supported by a general increase in the population aged 65+ which may require treatment or longer-term care. Although, the category is not predicted to decline, weak volume growth rates in 2025/2026 would suggest ongoing financial struggles by some institutions which could see them redirecting patients to RX/reimbursement adult incontinence rather than supplying these products themselves.
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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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