The general 2020 performance of retail tissue remained quite comparable with the review period. The initial lockdown panic related to pandemic that resulted in stockpiling of certain products, such as toilet paper, did not disbalance the overall 2020 performance.
Certain retail tissue products benefitted from higher demand in 2020 as a result of the COVID-19 pandemic. For example, boxed facial tissues could be perceived as a winner of the crisis, benefiting from higher personal hygiene concerns among consumers.
While some retail tissue products benefitted from home seclusion, others were negatively impacted. For example, paper tableware experienced lower levels of demand as social gatherings were limited in 2020 therefore negating the need for such products.
2021 is set to see slower growth in both retail volume and current value terms for retail tissue. Demand for retail tissue will begin to normalise after the boost from COVID-19, as no significant long-term impact is expected in terms of sales.
Toilet paper and boxed facial tissues are set to be the fastest growing categories in the forecast period. Both these products are still not saturated in Kazakhstan, so this factor coupled with the newly formed necessity for these products due to the lockdown will support stronger growth in the forecast period.
Paper tableware is expected to be the one of the last categories to recovery in retail tissue in Kazakhstan once the pandemic is over. Although social gatherings will eventually come back to a normal level, the usage of napkins or tablecloth will not be a first necessity for consumers, therefore explaining the slower recovery.
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This report originates from Passport, our Retail Tissue research and analysis database.
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