Retail tissue sales in Ireland achieved further positive growth in 2021, although at slightly slower rates than in 2020. Value growth was driven mainly by the biggest category, toilet paper.
Irish consumers increasingly make their product choices based on their strong environmental convictions. However, it is different when it comes to retail tissue due to the long-standing perception that retail tissue products lead to deforestation.
In 2021, Essity Ireland Ltd remained the leading player in retail tissue in value terms, benefiting from the strong recognition of its brands, which include Cushelle, Velvet, Plenty and Lotus. However, its value share continued to be eroded by the larger presence of private label.
Retail tissue sales in Ireland are expected to see a deceleration in overall growth rates in 2022, although demand will remain high for the essential types of retail tissue products such as toilet paper and paper towels. Paper tableware, including napkins and tablecloths will see positive growth in 2022 and beyond on the basis that more social gatherings will take place, encouraging the use of these products for entertaining at home.
The pandemic has caused consumers in Ireland to have a heightened focus on hygiene and preventative health and this is expected to continue to benefit sales of retail tissue to some degree over the forecast period. However, retail tissue is a mature product area, and therefore will struggle to attain robust sales growth.
In view of the competition from private label and anticipated constraints on Irish consumers’ household budgets, leading retail tissue brands are expected to continue to introduce bigger packs in order to attract price-conscious, bargain-hunting consumers. Most of the leading brands – particularly in toilet paper and paper towels – launch larger-volume options that highlight value for money.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Ireland 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 Ireland, 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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