Due to home seclusion throughout 2020, the retail tissue category was directly influenced by the stockpiling trend, mainly related to purchases of toilet paper, which drove growth. In 2021, the advance of vaccination against COVID-19 led to the return of social activities, with schools, offices and leisure activities returning, mainly from the second half of the year.
In 2020, the pandemic scenario escalated global demand for several raw materials and rapidly decreased manufacturers’ stocks. Besides, in 2021 this framework was aggravated by the overvaluation of the dollar against the real and the continuing increase in pulp costs.
In recent years, the competitive landscape in retail tissue saw a move towards consolidation. For instance, the Japanese group Daio Paper purchased Santher, while many of Hypermarcas’s brands were purchased by Ontex.
The price increase in retail tissue was a fundamental factor in the dynamics within channel distribution in 2021. Consumers often looked for more affordable prices and brands in each category, whilst stockpiling was no longer a necessity as this was only seen in the first year of the pandemic.
In 2021, launches in retail tissue revealed the opportunity to develop products with greater added value for consumers. The various manufacturers in the category sought to implement innovative technologies in their products, such as Softy’s new Elite toilet paper.
The growth of e-commerce in retail tissue, driven by the pandemic and the search for better prices due to the current economic uncertainties, has broadened opportunities in the online channel. Even though the largest share of sales still comes from traditional retailers, direct-to-consumer websites can be part of a strategy to enhance brand awareness and increase brands’ online performance.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Brazil 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.
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This report originates from Passport, our Retail Tissue research and analysis database.
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