Asia Pacific is the largest and fastest growing region for retail tissue globally, but still lags significantly in terms of per capita consumption. With increasing levels of hygiene and awareness, coupled with macroeconomic factors such as rising urbanisation and income levels, developing Asian economies are set for strong growth over the forecast period.
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Despite being the largest region for retail tissue value sales in 2017, Asia Pacific is set to be the fastest growing region over the forecast period, due to continued low per capita consumption, rising income levels and increasing urbanisation rates.
Retail tissue in Asia Pacific is set to increase at a faster pace over the forecast period than its review period. This is due to the increasing cost of raw materials such as pulp (and the resulting rising production costs, which are increasingly passed on from manufacturers to consumers), also backed up by a focus on premium products.
Grocery retailers remained the dominant channel due to one-stop shopping convenience, attractive in-store promotions and discounts. Internet retailing is recording strong growth in developed countries such as China, South Korea and Singapore, thanks to digitalisation and the increasing reliability of e-commerce platforms and payments.
Retail tissue in Asia Pacific is highly competitive, with companies of different sizes competing based on different strategies. The top companies promote premiumisation and multifunctional products with additional features, while private label caters to low- and middle-income consumers with low prices. In addition, domestic suppliers in big markets such as China, Indonesia and India are promoting their own brands through marketing campaigns and new product launches from sustainable sources.
In the dynamic landscape in Asia Pacific, manufacturers need to understand the different economies, as well as the cultural profiles of local consumers. This will enable them to focus on different strategies, ranging from raising awareness of tissue products to upselling through communication of their functional and additional benefits.