As pandemic-induced home seclusion eased in 2021, demand for retail tissue softened from the previous year, with facial tissues seeing the strongest decline in both current value and volume sales as the relatively high prices of these products did not align well with inflation-reinforced price sensitivity. However, given lingering restrictions due to new variants and hybrid work arrangements, per capita consumption of retail tissue, particularly toilet paper and paper towels, stayed well above the pre-pandemic level in 2021.
Canada’s retail tissue category remained dominated by giants such as Kruger Products and Procter & Gamble in 2021, thanks to their supply efficiency improvements, portfolio rationalisation, capacity expansion and established brand recognition. Procter & Gamble’s Bounty continued to lead the paper towels category, while KP Tissue’s Cashmere and Scotties remained the most popular toilet paper and facial tissues brands, respectively.
Fundamental properties such as performance and comfort remain top-of-mind for consumers. Shoppers for household essentials, including tissue products, still considered tangible function-related features such as quality and performance as top purchasing priorities, according to Euromonitor International’s 2021 Voice of the Consumer Lifestyles Survey, fielded in early 2021.
Volume demand for retail tissue will continue softening throughout the forecast period as restrictions ease further. Fundamentals such as population growth will govern the category’s long-term performance.
Lingering transportation hiccups, labour shortages and elevated raw material costs will continue to support the implementation of price increases across retail tissue and exert elevated cost pressure on manufacturers. As a result, enhancing supply chain productivity and prioritising the SKUs with the strongest value creation potential will be key to sustaining competitiveness.
Manufacturers and brands will keep trying to reach a balance between functionality and purpose-driven sustainability, with the latter a key component of tissue players’ brand-building strategy. Sustainability-related innovations are often centred on responsible ingredient sourcing, energy-efficient manufacturing and, increasingly, plastic-free or plastic-reduced packaging.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Canada 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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Retail Tissue
This report originates from Passport, our Retail Tissue research and analysis database.
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