The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
Learn moreEuromonitor addresses your unique questions and challenges across all B2B and B2C industries and geographies through custom, tailor-made research projects, designed to your specific goals.
Learn moreAug 2017
US$1,325Added to Cart
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!
Retail tissue in developed markets is near saturation, leading manufacturers to focus on premiumisation to drive value growth, while global volume growth is dependent on emerging markets. Challenges in emerging markets include a large proportion of low-income consumers, as well as certain cultural barriers that limit usage. Marketing efforts to shift consumer habits, along with a focus on affordability, will drive demand, though profit margins will be tight in these markets.
Files are delivered directly into your account within a few minutes of purchase.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
Toilet paper is by far the largest category within retail tissue, accounting for 71% of total retail tissue consumption in 2016. This is due to the fact that it is the most essential category across all retail tissue products. In terms of growth rates, facial tissues is the standout category, as hygiene habits change and adoption of facial tissue usage increases.
As developed markets are near saturation, the majority of the future growth is reliant on fundamental drivers outside of industry control, such as population and GDP growth. On the other hand, there is significant unmet potential in developing markets, as current usage rates are low. This provides manufacturers with the opportunity to tap into this unmet potential by widening distribution to rural areas, using informational marketing tactics to educate consumers, and focusing on product innovation aimed at affordability, since the majority of this unmet potential is from low-income households.
As price is a major factor in the purchase decision for retail tissue, value products perform well. This is especially important when focusing on growth in developing markets, where product affordability is an issue. The ability of private label manufacturers to offer quality products at a low price is a threat to branded manufacturers and creates pricing pressure in the market. This can especially be seen in Europe, where private label performs well and continues to grow.
Cultural and religious traditions provide a barrier for increased adoption of certain retail tissue products, particularly toilet paper in Muslim-dominant countries. While changing consumer habits can be difficult when they are rooted in tradition, targeted advertising that takes these traditions into account has the potential for success if executed correctly.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.