Toilet paper experienced a significant spike in sales in March 2020, driven by panic purchasing/stockpiling in preparation for the national lockdown. Sales stabilised in the second half of 2020, but remained at a higher level than pre-pandemic.
In June 2020, Fillop was launched in Denmark. This is an online subscription service for staples offered by the Netto discounter chain.
A strong value share is held by private label in the category. This is because households do not perceive a significant quality difference between private label products and the more expensive branded alternatives.
COVID-19’s impact on health-consciousness is set to keep demand for retail tissue at its current higher levels over the forecast period compared with pre-pandemic. Also, a higher proportion of the workforce will perform their duties permanently or partly from home owing to ongoing social distancing and the viability and flexibility of remote working being more apparent because of the pandemic.
As consumers will gradually be able to travel more from 2021, there is likely to be increased demand for products in convenient pack sizes suitable for on-the-go use. Products possessing antibacterial properties are also likely to appeal to a consumer base aware of the benefits of such added-value products.
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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This report originates from Passport, our Retail Tissue research and analysis database.
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