Compared to the previous year when, with the exception of boxed facial tissues, all categories within retail tissue recorded strong retail value growth due to consumers spending more time at home during the lockdown compared to in settings such as offices, restaurants and schools, in 2021, demand for retail tissue slowed down as COVID-19 related restrictions were eased in the second half of the year and some consumers returned to the office, at least for part of the time, and schools opened again. In 2021, demand for retail tissue remained higher than in 2019, however, as many consumers still spent a lot more time at home and continued to work from home part of the time.
In 2021, consumers maintained the newly formed habit during the COVID-19 pandemic of shopping for all groceries at one retailer. Supermarkets benefited from this trend and remained the most important sales channel for retail tissue.
As the owner of well-known brands including Tempo, Zewa and Plenty, Essity Austria remained the leading player in retail tissue in 2021, albeit with a slightly lower retail value share compared to 2019. Rewe International became the third-ranked player overall, reflecting strong growth for Rewe’s Clever brand and the continuing decline of Kimberly-Clark’s Hakle and Kleenex brands in toilet paper and facial tissues respectively.
Sales of retail tissue in Austria are expected to demonstrate steady growth from 2022 onwards. Toilet paper will continue to account for the largest share of retail tissues sales overall, generating over half of retail value and volume sales throughout the forecast period.
The trend towards sustainable, natural and regional products is anticipated to remain in retail tissue throughout the forecast period. Manufacturers are continuously in search of raw materials for their products.
Essity Austria’s major new project is the opening of a new production plant in Mannheim, Germany. Since mid-2021, at this new plant, pulp is produced out of straw with which retail tissue products are manufactured.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Retail Tissue industry in Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Retail Tissue
This report originates from Passport, our Retail Tissue research and analysis database.
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