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Strategy Briefing

Category Update: Retail Tissue

24 pages, Aug 2017

US$1,325

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About This Report

New Report Guarantee

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.

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Overview

Why buy this report?

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 and facial tissues are strongest categories

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.

Habit formation vs fundamental growth drivers

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.

Success of private label brands

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.

Impact of cultural traditions

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.

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Category update: Retail Tissue

Scope

Key findings

Toilet paper and boxed facial tissues lead global volume growth

Developed markets at saturation; MEA to drive future growth

Emerging markets lead growth

Growth drivers: Habit formation in developing markets

Growth drivers: Fundamentals in developed markets

Case study Italy: Opportunities, trends and challenges

Case study Russia: Opportunities , trends and challenges

Case study South Africa: Opportunities , trends and challenges

Private label consumption varies by region

Success of local brands and strategic partnerships

Trends: Premiumisation in developed markets

Trends: Green tissue - recycled content and alternative fibres

Barriers to growth: Cultural and religious traditions

Retail tissue category growth by country: Middle East and Africa

Retail tissue category growth by country: Asia Pacific

Retail tissue category growth by country: Eastern Europe

Retail tissue category growth by country: Latin America

Retail tissue category growth by country: Western Europe

Retail tissue category growth by country: North America

Retail tissue category growth by country: Australasia

Data parameters and report definitions

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Megatrends

Strategy Briefing

Category Update: Retail Tissue

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Toilet paper and facial tissues are strongest categories

Habit formation vs fundamental growth drivers

Success of private label brands

Impact of cultural traditions

Want to find out more about this report?

Table of Contents

Category update: Retail Tissue

Scope

Key findings

Toilet paper and boxed facial tissues lead global volume growth

Developed markets at saturation; MEA to drive future growth

Emerging markets lead growth

Growth drivers: Habit formation in developing markets

Growth drivers: Fundamentals in developed markets

Case study Italy: Opportunities, trends and challenges

Case study Russia: Opportunities , trends and challenges

Case study South Africa: Opportunities , trends and challenges

Private label consumption varies by region

Success of local brands and strategic partnerships

Trends: Premiumisation in developed markets

Trends: Green tissue - recycled content and alternative fibres

Barriers to growth: Cultural and religious traditions

Retail tissue category growth by country: Middle East and Africa

Retail tissue category growth by country: Asia Pacific

Retail tissue category growth by country: Eastern Europe

Retail tissue category growth by country: Latin America

Retail tissue category growth by country: Western Europe

Retail tissue category growth by country: North America

Retail tissue category growth by country: Australasia

Data parameters and report definitions

Why buy this report?

Want to find out more about this report?

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