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Strategy Briefing

Driving Growth Through Innovation – Part 2: Retail Tissue

32 pages, Dec 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!

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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Overview

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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.

Stagnation in developed Retail Tissue markets prompts demand for innovation

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.

Localisation is an important consideration in value-added innovations, such as packaging, design, and ingredients

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.

Opportunity for cross-border innovations

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.

Growth opportunities lie in developing markets, creating need for low-cost and efficient-use innovations

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.

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Introduction

Scope

Key findings

Market Overview

Within retail tissue, toilet paper dominates category volume sales

Toilet paper also has the biggest room for further growth

MEA will lead future volume growth; Asia Pacific leads value growth

Drivers of growth vary by developed vs developing markets

Innovation Trends in Retail Tissue

Innovation to create value: both to the company and consumer

Trends in retail tissue innovation

Innovation Trends in Retail Tissue: Added Benefits

Added benefits: ingredients

Added benefits: functionality and meaningful differences

Innovation Trends in Retail Tissue: Packaging

Packaging: designs to draw attention on the shelves

Packaging: to communicate clearly with customers

Packaging: to improve functionality and ease of use

Innovation Trends in Retail Tissue: Efficient USE

Appealing to cost-conscious consumers’ need to limit excess usage

Innovation Trends in Retail Tissue: COST

Cost: minimising costs through supply chain and production

Data Parameters and Report Definitions

Data parameters

Appendix: Competitor Analytics

Competitor Analytics tool

Overview

Competitors

Market Overlap

Treemap

Overlap Matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model

Soft drivers and the Industry Forecast Model

Growth decomposition explained

Significance and applications for growth decomposition

Key applications for Industry Forecast Models

Why buy this report?

Want to find out more about this report?

Request more information

Megatrends

Strategy Briefing

Driving Growth Through Innovation – Part 2: Retail Tissue

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Stagnation in developed Retail Tissue markets prompts demand for innovation

Localisation is an important consideration in value-added innovations, such as packaging, design, and ingredients

Opportunity for cross-border innovations

Growth opportunities lie in developing markets, creating need for low-cost and efficient-use innovations

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Market Overview

Within retail tissue, toilet paper dominates category volume sales

Toilet paper also has the biggest room for further growth

MEA will lead future volume growth; Asia Pacific leads value growth

Drivers of growth vary by developed vs developing markets

Innovation Trends in Retail Tissue

Innovation to create value: both to the company and consumer

Trends in retail tissue innovation

Innovation Trends in Retail Tissue: Added Benefits

Added benefits: ingredients

Added benefits: functionality and meaningful differences

Innovation Trends in Retail Tissue: Packaging

Packaging: designs to draw attention on the shelves

Packaging: to communicate clearly with customers

Packaging: to improve functionality and ease of use

Innovation Trends in Retail Tissue: Efficient USE

Appealing to cost-conscious consumers’ need to limit excess usage

Innovation Trends in Retail Tissue: COST

Cost: minimising costs through supply chain and production

Data Parameters and Report Definitions

Data parameters

Appendix: Competitor Analytics

Competitor Analytics tool

Overview

Competitors

Market Overlap

Treemap

Overlap Matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model

Soft drivers and the Industry Forecast Model

Growth decomposition explained

Significance and applications for growth decomposition

Key applications for Industry Forecast Models

Why buy this report?

Want to find out more about this report?

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