Sales of retail tissue increased as a result of the COVID-19 pandemic in 2020, with stronger growth in the dominant category of toilet paper. This reflected the fact that tissue products were some of the most sought after during the early phases of the pandemic amid fears of a prolonged lockdown.
Despite increased volume purchases during the stockpiling phase of the pandemic in the spring of 2020, 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.
Grigeo Grigiskes remained the leading player in retail tissue in 2020 with a presence across multiple categories, including as the leader in toilet paper but also in facial tissues and paper towels. Covering all price segments and with a detailed knowledge of the local market, the player was able to leverage prior investment in e-commerce in 2020 as consumers increasingly turned to the channel for its convenience and many made fewer visits to physical stores.
Demand for most types of retail tissue products is expected to normalise during 2021 as consumers begin to return to workplaces outside the home and schools, nurseries and shops reopen. With the exception of non-recycled toilet paper, all categories within retail tissue are thus expected to record slower average value growth at constant 2020 prices in 2021.
Discounter Lidl Lietuva UAB, which recorded strong value growth during the pandemic to rise two positions in the rankings, 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.
Just before the pandemic hit, leading retail tissue player Grigeo Grigiskes became embroiled in a major pollution scandal which at the time was expected to have a significant negative impact on its sales moving forward. However, the scandal and boycott surrounding the player’s Grite brand were swept aside as consumers rushed to supermarkets to stock up on tissue products, notably toilet paper, ahead of the country’s first lockdown.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Lithuania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Retail Tissue research and analysis database.
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