Retail tissue will record a negligible change in current value sales in 2021, retaining similar levels to both 2019 and 2020. Results have been mixed in the category, with paper towels and boxed facial tissues being more sought after due to the increased trend towards hygiene awareness and the cleanliness of their home environment.
Sales growth for facial tissues increase in Malaysia will see a return to higher growth in 2021 after the deceleration in 2020. Nevertheless, given that consumers continue to spend more time at home than they did pre-pandemic, many are using toilet paper for this purpose as the latter is cheaper.
Domestic player Nibong Tebal Paper Mill (NTPM) will maintain its dominance of retail tissue in 2021, as it offers a comprehensive product range that caters to different consumer budgets and needs, such as recycled and non-recycled tissue products (including toilet paper). Its brand Royal Gold is present in both facial tissues and toilet paper, catering to more affluent individuals who value premium quality, whilst Premier is the leading brand within facial tissues, paper tableware, and paper towels with a mid-priced positioning.
The longer-term impact of COVID-19 is predicted to be felt by niche areas within retail tissue, such as paper towels. This category is set to record higher demand over the forecast period thanks to consumer cleaning habits that have been engrained during the pandemic likely to continue.
Over the forecast period, Malaysia is expected to experience a relatively strong demand for virgin pulp in retail tissue products. The demand has arisen following concerns over the effects of bleached recycled paper and will continue to gain traction as consumers become increasingly concerned about their health and hygiene.
In contrast with retail hygiene, retail tissue in Malaysia will continue to have fairly low penetration compared with other countries in the region. For example, it will continue to register much lower per capita consumption than Singapore, despite its larger population.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Malaysia 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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