Retail Tissue in Belgium

2021 DEVELOPMENTS

Drop in demand in 2021 following stockpiling in the previous year

Following a notable surge in demand for much of retail tissue due to stockpiling tendencies amongst consumers during the pandemic, the category returned to declining demand in 2021. While the home seclusion trend remained due to ongoing remote working and studying in early 2021, a gradual return to busier lifestyles, including foodservice, countered retail demand, particularly as consumers understood that there is little need to further stockpile these products as retailers are generally able to maintain adequate supplies.

Sustainability concerns already emerging prior to pandemic in Belgium

One major factor impacting the weaker performance of retail tissue prior to the pandemic in Belgium involved concerns regarding sustainability. Therefore, a greater focus by players on using environmentally-friendly and sustainable materials could bring value to the category.

Private label retains overall dominance while smaller eco brands continue to attract consumers

Private label continued to dominate retail tissue in retail value and volume terms in 2021. Private label players such as Etn Franz Colruyt, Delhaize 'Le Lion', Carrefour and Aldi continue to appeal to price-sensitive consumers who are searching for affordable prices for basic, essential household products.

PROSPECTS AND OPPORTUNITIES

Overall volume sales will remain higher than pre-pandemic levels

Over the forecast period, overall demand for retail tissue will remain higher compared to pre-pandemic levels. Following a notable decline during the pandemic due to self-isolation and social distancing measures, napkins is set to be the strongest performance in volume terms over the forecast period, as consumers gradually return to entertaining friends and family in the home.

Sustainability issues likely to return to the fore, influencing consumers’ purchasing decisions

Sustainability is expected to play a more important role within retail tissue over the forecast period, particularly as Belgians were already showing signs of wanting to reduce their usage prior to the pandemic in an effort to mitigate their impact on the environment. Therefore, they are likely to increasingly turn to ecological products wherever possible, including greater use of recycled toilet paper, which is set to outperform the non-recycled format in volume terms although overall per capita usage is not expected to change by 2026.

Brands likely to further innovate in order to differentiate from private label

Innovation will continue to drive the category amongst brands in an attempt to add value to a maturing category. In addition to focusing on developing environmentally-friendly options, quality, strength and comfort will remain important growth drivers in terms of premiumisation, particularly as the leading brands seek to differentiate their products from the dominant private label, with the latter continuing to appeal to price-sensitive consumers.