Retail tissue started to show a return to normality in 2021 after the first year of the COVID-19 pandemic had been characterised by irregular consumption in households adapting to mobility restrictions during lockdowns. Several categories maintained a good performance in 2021, including kitchen and hand towels, while toilet paper and napkins displayed stable volumes throughout the year and facial tissues witnessed unexpected declines in sales.
Private labels continued to account for the largest share of retail tissue value sales in 2021, with the private label products of hard discounters playing a key role. The competitive offer provided by hard discounters’ private label products has attracted many consumers and forced manufacturers to think creatively about how to respond to this trend.
The strong demand for convenience and rising hygiene-awareness underpinned growth in kitchen towels in 2021, maintaining the positive trend of the previous year. Indeed, this trend seems to be a long term shift in consumer behaviour, which will continue to bring expansion to the category.
While consumers are returning to more normal social interaction, they retain the heightened levels of hygiene-awareness resulting from the COVID-19 crisis. In this context, consumers are more drawn to products with a hygiene-orientated positioning, including retail tissue products such as hand towels.
As a result of lockdowns, digital channels emerged as the easiest and safest way for consumers to purchase many products, including retail tissue products. This forced players to enhance their online presence and Familia, as category leader, fast forwarded its e-commerce projects, developing an online shop where its entire portfolio (including AFH products) can be purchased by consumers.
Price discounting will remain common as consumers look for value. Promotions such as weekly specials and price drops have led to a lack of brand loyalty, with consumers becoming used to purchasing products on special offer.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Colombia 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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