Following a surge in demand in 2020 due to home seclusion as a result of the pandemic which led to some stockpiling, demand for retail tissue recorded a marginal decline in 2021, although volume sales remained higher than pre-pandemic levels as Chileans continued to observe isolation and social distancing for some of the year. The staggered reopening that began following the easing of the strictest home seclusion phase during the pandemic meant that demand for paper towels and toilet paper returned to the away-from-home channel, resulting in notable declines for paper towels and slower growth for toilet paper.
One of the most important trends noted in Chilean paper towel and toilet paper was related to high roll count. Driven by the rising demand through e-commerce, which supported demand for larger bulk packaging that contains a higher volume of units, consumers are appreciating the discounts that are offered when purchasing in bulk.
The other trend observed in retail tissue has been the demand for higher quality, supported by the purchase of premium or more expensive products as a result of financial aid offered by the government. This strategy aimed to curb the financial impact of the pandemic, with Chile managing to assist its citizens with the highest per capita value.
As the country continues to ease restrictions in line with the reduced threat of the pandemic, leading to higher mobility driven by more frequent social occasions and the staggered return to offices and educational institutions, the higher tissue consumption levels that had moved to the home environment will slowly migrate back to the away-from-home channel. Therefore, retail tissue is expected to record slower volume growth over the forecast period, although overall demand will remain higher than pre-pandemic levels.
The fallout of the pandemic is set to continue impacting the cost of retail tissue over the forecast period. Along with the high dollar exchange rate, supply chain issues and high freight costs are affecting companies that rely on overseas production or source their raw materials from abroad.
One of the trends experienced in 2020 and that managed to stabilise during 2021 was the migration towards traditional grocery retailers and smaller supermarkets by some consumers. While in the early phase of the pandemic, characterised by the strict lockdown implemented in the country, some consumers moved to smaller distribution channels to purchase their products that they perceived to be safer due to the fear of infection and long lines that were part of the shopping experience in larger channels such as hypermarkets.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Chile 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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