Retail tissue recorded positive growth of 6% in 2020, with many categories seeing an uplift in sales due to the outbreak of COVID-19. Stockpiling was seen for some products early in the outbreak, and this boosted growth levels for Q1 and Q2.
Paper towels saw improved sales during 2020, recording the highest value growth of 8%. This was due to the outbreak of COVID-19, with consumers spending an increased amount of time in the household.
Kimberly-Clark Israel remained the dominant player in retail tissue in value terms in 2020, with its Lily, Nikol, Molett, Kleenex and Shmurat Teva brands. The company's strong position is enabled by its extensive distribution, a wide variety of high-quality brands, high prices, emphasis on marketing and occasional innovation.
Following a strong uplift in growth in 2020, due to COVID-19, growth is set to dip slightly in 2021; however, sales will remain strong over the forecast period, leading to a CAGR of 5%. From 2021, trends that were evident before the pandemic are expected to return, dictating sales.
Until recently, Israeli consumers were not particularly concerned with the environment. However, discussions on the topic are increasing in the country, and the general desire to care for the environment is rising.
Kimberly-Clark and Sano are expected to continue leading retail tissue, with the majority of value shares over the forecast period. These two companies' success is based on well-established brands, a wide variety of products, wide distribution, and emphasis on marketing and innovation from time to time.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Israel 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.
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This report originates from Passport, our Retail Tissue research and analysis database.
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