Retail tissue registered similar current value growth to 2021 to the previous year, though volume growth was lower. With society opening up in 2021, people spent less time at home and therefore volume growth of products such as kitchen towels was lower.
Local and regional player, Grigeo Grigiskes remained the leading player in retail tissue in 2021 with a presence across multiple categories, including as the leader in toilet paper but also in facial tissues and paper towels. The company covers all price segments and has a detailed knowledge of the local market.
Premiumisation remained a key trend within toilet paper as consumers focused increasingly on product quality. As such, value growth for both recycled and non-recycled varieties was driven by increased demand for more premium, thicker and layered products as consumers became more sophisticated in terms of the factors influencing their purchasing decisions.
Retail tissue will register healthy constant value growth over the forecast period. Certain products will perform better than others, with in particular the continued premiumisation of toilet paper expected to support value growth.
Discounter Lidl, which recorded strong value growth in 2021, is well positioned to capitalise on further growth opportunities during the forecast period, as increasingly price-sensitive consumers turn to the combination of good quality and value for money that now characterises many of the products offered by private label players. Based on this, Lidl’s Floralys is expected to further grow its value share over the forecast period.
The pandemic changed shopping habits, with consumers shopping less frequently and buying more in bulk. This behaviour is likely to persist over the forecast period.
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This report originates from Passport, our Retail Tissue research and analysis database.
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