As it comprises products that many households consider essential, retail tissue remained the largest category in tissue and hygiene in 2020. It also saw the strongest retail volume and current value growth in the industry, and rates of increase higher than in any other year of the review period, due to COVID-19.
The leading brands offer a wide range of products across price segments and positioning – from premium to economy. Amongst the products available are those that are positioned as cost-efficient, such as Scott Rindemax, which touts cutting technology that allows for the right amount of toilet paper to be used each time, enabling the user to save money.
In 2020, Kimberly-Clark Republica Dominicana remained the leading player in retail tissue in value terms, fuelled by strong sales of its top-selling brand, Scott. This brand is present in a number of retail tissue categories and is recognised by consumers for its quality.
After a year of dynamic growth in 2020, retail volume and current value growth rates are expected to come down slightly from 2021 onwards, as stockpiling is unlikely to be seen again. In addition, as the pandemic comes under better control through vaccination, foodservice outlets will reopen and consumers will spend more time outside of the home, which will slow growth.
To drive the further adoption and use of retail tissue products, innovation is expected to focus on offering a wide range of products. This will include not only those with added-value features, such as premium eco-friendly products, but also those positioned as more affordable and cost efficient, as it is likely that price will continue to be the most important factor in most consumers’ purchasing decisions over the forecast period.
During 2020 there was a desire amongst consumers to minimise their in-store shopping to reduce the chances of infection with COVID-19; in turn, some turned to e-commerce. Consumers’ new-found and greater familiarity with the channel is likely to drive the continued growth of retail tissue sales via e-commerce over the forecast period, particularly as e-commerce players resolve logistics and delivery issues.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Dominican Republic 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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