In 2020, despite the continued decline in the overall population, retail tissue maintained a slow but stable volume increase, with much higher current value growth due to price rises. Amongst the main factors behind the category’s ongoing growth is the increasing exposure of the local population to international consumer trends, which has created a sizeable and expanding consumer base for a wide variety of retail tissue products.
Although average unit prices increased in 2020, the rises were not as significant as in some other retail tissue and hygiene categories. This was for several reasons.
Because retail tissue is a category in which basic essential products dominate, there are numerous players present in the category offering unbranded products. Furthermore, private label has a strong presence in toilet paper, with all the country’s major chained retailers offering such products For this reason, the competitive environment remains highly fragmented, especially in the largest category, toilet paper.
Retail tissue is set to maintain retail volume growth in 2021, and indeed throughout the forecast period, although the rate of growth is set to gradually slow due to rising maturity and the falling population. Paper towels is set to see the strongest retail volume growth rate.
Economic downturn and consumer price sensitivity are expected to continue to drive the shift by consumers to lower-priced retail tissue products, with greater attention being paid to price discounts. Consumers are also likely to shop more carefully to ensure they are getting the best value for money.
As seen in 2020, lower disposable incomes are expected to lead to a continuation of higher volume growth for recycled toilet paper in 2021. This is made from recycled paper pulp which has been bleached to make it more attractive to consumers, with Clean World by Sipto a good example of such a product.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Belarus with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Retail Tissue research and analysis database.
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