Performance of retail tissue was muted in 2021, with volume sales actually falling. This was due to the two largest products within retail tissue, that is toilet paper and paper towels registering a decline in volume sales.
A significant value share is held by private label in retail tissue. This is because households do not perceive a significant quality difference between private label products and the more expensive branded alternatives.
Facial tissues and in particular pocket handkerchiefs registered the highest current value growth in 2021. In terms of facial tissues in general, there was increased incidence of colds and flus in 2021, due to people mixing again after the 2020 lockdowns, and this increased demand for facial tissues.
Retail tissue will register healthy constant value growth. Several factors will contribute to this growth.
In retail tissue, there has been polarisation of value sales between comfort/softness/luxury and sustainable/recycled/functional offerings. This has been particularly evident in toilet paper, where the Lambi brand has a clear focus on softness and comfort, while private label focuses on recycled paper, budget pricing and addressing household sustainability concerns.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Denmark 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.
If you're in the Retail Tissue industry in Denmark, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Retail Tissue research and analysis database.
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