Retail Tissue in Asia Pacific

Strategy Briefing

About This Report

Dec 2018

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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Retail Tissue in Asia Pacific

Key Findings

Asia Pacific has strong growth potential

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.

Premiumisation and rising raw materials costs drive value sales

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 dominates, while internet retailing records strong growth

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.

Intense competition is expected, due to product and pricing differentiation

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.

Understanding local needs and customising marketing strategies

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.


Key findings

Regional Overview

Asia Pacific is the largest and fastest growing market
Premiumisation and increasing raw materials costs will dictate growth
China leads retail tissue, with toilet paper the dominant category
Developing Asian markets experience a surge in sales of toilet paper
Growth of boxed facial tissues and paper towels due to premiumisation
Toilet paper and boxed facial tissues spearhead absolute value growth
The tale of the top two tissue products
Traditional grocery retailers is prominent in many developing countries
Non-store retailing picks up pace in developed countries

Leading Companies and Brands

Key players flex their muscles in retail tissue
Disruption expected in the top five companies in Asia Pacific
The top companies focus on two major Asian markets
Upselling with multifunctionality and convenience

Forecast Projections

Significant room for growth in retail tissue in developing Asian markets
Customising expansion and marketing strategies
Growth in retail tissue driven by rising incomes and unique local conditions
The need to understand local needs and market conditions

Country Snapshots

China: market context
China: competitive and retail landscape
Vietnam: market context
Vietnam: competitive and retail landscape
Japan: market context
Japan: competitive and retail landscape
Thailand: market context
Thailand: competitive and retail landscape
Pakistan: market context
Pakistan: competitive and retail landscape
India: market context
India: competitive and retail landscape
Indonesia: market context
Indonesia: competitive and retail landscape
Taiwan: market context
Taiwan: competitive and retail landscape
Kazakhstan: market context
Kazakhstan: competitive and retail landscape
South Korea: market context
South Korea: competitive and retail landscape
Malaysia: market context
Malaysia: competitive and retail landscape
Philippines: market context
Philippines: competitive and retail landscape
Uzbekistan: market context
Uzbekistan: competitive and retail landscape
Azerbaijan: market context
Azerbaijan: competitive and retail landscape
Hong Kong, China: market context
Hong Kong, China: competitive and retail landscape
Singapore: market context
Singapore: competitive and retail landscape