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Strategy Briefing

Facial Tissue: Category Versatility and Opportunities in the Developing Markets

41 pages, Jun 2016

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!

Value sales growth for facial tissues in mature markets throughout Western Europe and North America has hit a ceiling. Manufacturers of facial tissue are now looking to the fast-moving Asia Pacific, Middle East and Africa, and Latin American regions in order to drive sales growth. This analysis looks at growth strategies through the adoption of innovative product positioning, branding, and packaging that help manufacturers of facial tissues gain additional traction in these markets.

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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.

Diversity in developing regions

Manufacturers of facial tissues turn to developing regions for growth, as increasing disposable incomes coupled with increased living standards provide the opportunity for additional value and volume sales. However, developing markets are not homogeneous, as they often differ in per capita consumption and product uses. Thus, strategies for growth in terms of product development and marketing can and should differ as well to drive market penetration and revenues.

Hygienic uses of facial tissues must be more thoroughly advertised and marketed

With the increased expansion of facial tissues into developing markets, manufacturers have an opportunity to shape their image with the consumer. The inherent hygienic uses of facial tissues should be highlighted in order to correlate increasing cleanliness and healthy hygiene habits with facial tissues. However, while consumers with higher incomes are becoming more receptive to the idea of paying for such products to incorporate the products in daily hygiene practices, manufacturers must balance this demand with an acceptable price points to ensure wider category penetration .

Taking advantage of environmental factors to spur growth in developing markets

Manufacturers of facial tissues can position their products within the context of prevailing environmental dynamics and concerns in the developing countries. This means marketing their products as a tool to help manage the effects of industrial and urban development, including germs, pollution and even air quality.

Marketing to cultural norms and practices

Understanding the cultural and religious norms of developing markets can also provide the opportunity for manufacturers of facial tissues to target specific consumers. This understanding can manifest itself in many forms including participation in traditional or religious events to let consumers know that manufacturers understand the importance of these traditions to the consumer. However, manufacturers must take a soft marketing approach to this targeting, as commercialisation of these events can lead to consumer backlash.

Creative uses of packaging

Packaging of facial tissues provides ample opportunities to draw consumer attention through unique aesthetics and formats. Character licensing is one way that the leading brands have been utilising to differentiate themselves from competition. This includes not only more established characters, such as Disney characters, but also popular locally created characters that allow for added consumer appeal.

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Introduction

Scope

Key findings

Key findings II

Global Retail Market Review

Global value sales rise steadily

Global volume sales growth driven by Asia

Kimberly-Clark loses share, while SCA grows in Asia

Four Pillars of Growth

Hygiene as a lifestyle

Coughs, colds and allergies add to demand for facial tissue

Portability as demand driver

The impact of packaging

Developing Markets in Spotlight

The future is in developing markets

Points to consider when targeting developing markets

Urbanisation and growth

Pollution - A growth driver?

Consumer health analysis

Case Studies: Strategies for Success

China: The growth story continues

China: Industry Forecast Model

China: Facial tissues versus the environment

Saudi Arabia: Growing value out of high per capita consumption

Saudi Arabia: Industry Forecast Model

Saudi Arabia: Recognition of cultural n orms d rives opportunities

Argentina: Facial tissues in economic uncertainty

Argentina: Industry Forecast Model

Argentina: Added value through packaging

Russia: Low consumption offers opportunity for category expansion

Russia: Industry Forecast Model

Russia: A Lesson in Licensing

Report Definitions

Data parameters

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

Facial Tissue: Category Versatility and Opportunities in the Developing Markets

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Diversity in developing regions

Hygienic uses of facial tissues must be more thoroughly advertised and marketed

Taking advantage of environmental factors to spur growth in developing markets

Marketing to cultural norms and practices

Creative uses of packaging

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Key findings II

Global Retail Market Review

Global value sales rise steadily

Global volume sales growth driven by Asia

Kimberly-Clark loses share, while SCA grows in Asia

Four Pillars of Growth

Four Pillars of Growth

Hygiene as a lifestyle

Coughs, colds and allergies add to demand for facial tissue

Portability as demand driver

The impact of packaging

Developing Markets in Spotlight

The future is in developing markets

Points to consider when targeting developing markets

Urbanisation and growth

Pollution - A growth driver?

Consumer health analysis

Case Studies: Strategies for Success

China: The growth story continues

China: Industry Forecast Model

China: Facial tissues versus the environment

Saudi Arabia: Growing value out of high per capita consumption

Saudi Arabia: Industry Forecast Model

Saudi Arabia: Recognition of cultural n orms d rives opportunities

Argentina: Facial tissues in economic uncertainty

Argentina: Industry Forecast Model

Argentina: Added value through packaging

Russia: Low consumption offers opportunity for category expansion

Russia: Industry Forecast Model

Russia: A Lesson in Licensing

Report Definitions

Data parameters

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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