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.
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Learn moreDec 2017
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The global retail tissue market is reaching saturation in many major developed markets, with manufacturers facing significant competition, while the category remains relatively underdeveloped in emerging markets. Innovation has proven necessary in order to differentiate products in developed markets, and drive product adoption in developing markets. This report reviews recent trends in product innovation, ranging from packaging to functionality to cost, analysing the elements for success.
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Product innovations in developed markets are targeted at convincing consumers to pay a premium price for value-added benefits, as there is little room for volume growth. However, in tissue, pricing remains a key factor in purchase decision-making. Products that are unique and offer a clear benefit to consumers, rather than just another softer and stronger product, are more likely to attract consumers.
Several recent product launches included an element of localisation. While scented tissue products are popular in several markets, the preferences for scents vary, which is an important consideration for manufacturers operating globally. Design innovations that partner with local organisations and artists help generate buzz around the product. Packaging innovations must also take into account consumer lifestyles and needs in order to provide meaningful value.
Products created for domestic markets may benefit from expansion into additional international markets, based on similarity in consumer needs and buying behaviour. For example, the UK’s Better All Around Ora paper towels have proven to be successful in the US market as well, due to the innovative nature of the product format.
A significant amount of unmet potential in global retail tissue comes from developing markets, where consumer habits are beginning to change, leading to the expanded usage of tissue products. As a large portion of consumers in these markets tend to be from lower income households, the primary focus for innovation in these markets should be on cost reductions, as well as offering products that consumers can use efficiently, as an alternative to re-usable products.
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.