In 2021, retail tissue declined negligibly in volume terms, mainly due to the decline in volume demand for toilet paper. This was due to less toilet paper being used in 2021, as people left the home more often.
Boxed facial tissues is a niche and emerging retail tissue product and was the fastest growing in terms of current value and volume sales in 2021. Boxed facial tissue built upon the success achieved in 2020 amidst the outbreak of the COVID-19 pandemic, when there was strong demand for a practical hygiene product.
Napkins was negatively impacted by the 2020 lockdowns and registered steep value and volume decline. In 2021, with society opening up and paper napkins used for occasions such as picnics and children’s birthday parties, demand picked up.
Retail tissue will register muted constant value growth over the forecast period. Population decline will continue to dampen volume sales.
Consumers are becoming more educated about environmental issues and this is expected to continue supporting the uptake of recycled toilet paper, which is projected to see stronger growth than non-recycled toilet paper over the forecast period. For instance, in 2021, Croatian player Violeta launched a recyclable toilet paper, produced from 100% renewable sources of cellulose.
E-commerce surged during the pandemic and is expected to continue to gain value share over the forecast period, as more consumers have now been exposed to the convenience of online shopping. In fact, value sales are expected to double.
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Retail Tissue
This report originates from Passport, our Retail Tissue research and analysis database.
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