Sales of retail tissue have seen a dip in volume sales in 2021, as consumers returned to schools and the workplace, and restrictions on travel and socialisation have relaxed. Essentially, this has meant that consumption patterns are returning to normal after a prolonged period of lockdown and other restrictions, and volume sales in 2021 are broadly in line with pre-pandemic trends.
Paper tableware and napkins have been the best performing products in 2021, and are the only categories to generate positive volume growth. Demand for these products weakened in 2020 as restrictions on social gatherings were put into place, but the gradual reopening of the country in 2021 has seen demand flourish as consumers began to meet up again.
Stronger sales of retail tissue in 2021 have been limited by price inflation, following the growth in costs of raw materials and logistics. At the same time, the economic impact of the pandemic on most Kazakh households has been severe.
Although most tissue products have been very familiar to consumers in Kazakhstan for decades, the category is still far from saturation in terms of product variety. Retail tissue products therefore offer substantial potential going froward, especially as urbanisation and the development of modern grocer retailers increase product availability choice and consumer familiarity with these products.
Paper towels is expected to be the most dynamic part of retail tissue over the forecast period in volume terms. These products have already seen a rise in popularity pre-pandemic, but have seen additional momentum during 2020 and 2021 as personal and domestic hygiene standards grew across the country; non-disposable products are increasingly seen as unhygienic.
Demand for retail tissue has begun to return to pre-pandemic norms in 2021, and no major long-term impact is expected to block this. However, certain retail tissue products are set to continue to benefit from higher demand.
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Retail Tissue
This report originates from Passport, our Retail Tissue research and analysis database.
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