Home seclusion as a result of the emergence of the pandemic in 2020 benefited retail tissue, driving up overall demand, particularly for the largest category of toilet paper, followed by paper towels due to entire families spending prolonged time at home and the greater functionality of these products. This contrasted with strong declines for away-from-home channels where demand for toilet paper and paper towels witnessed a signifcaint drop in volume sales as consumers refrained from eating in foodservice, in addition to remote working and studying which restricted sales to offices and schools.
Facial tissues, an undynamic category prior to the pandemic, witnessed declining demand in both 2020 and 2021. Consumers were unable to leave their homes that frequently, for which the increased use of pocket handkerchiefs for hygiene purposes and mask wrapping could not compensate.
To address the momentum gained by concerns over sustainability and the waste created by the tissue industry, manufacturers are increasingly exploring other options besides using wood pulp. Bamboo and wheat straw are two materials that have emerged in retail tissue in 2021, with players emphasising their use of faster-growing alternative fibres to replace slow growing options.
Demand for retail tissue is expected to continue to stabilise, returning to low stable retail volume growth rates over the forecast period. Tissue usage in Hong Kong is mature, at a level comparable with that of Western Europe; further rises in demand are less likely as the health crisis continues to ease.
With predictions for stable but undynamic volume growth over the forecast period, players will look to premiumisation to add value to the category and retain consumers’ loyalty. Ways in which this positioning can be implemented include 4D embossed textures which claim to offer product strength, softness and sophistication associated with an embossed texture that addresses local consumers’ needs.
The use of pleasant fragrances was increasingly adopted by players over the review period as a way of standing out from the competition. Refreshing scents such as peachy, sakura and matcha attracted consumers, particularly millennials and Generation Z.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Hong Kong, China 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 Hong Kong, China, 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.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!