Similar to what was seen at the onset of the initial level 4 lockdown in 2020, the further lockdown in late 2021 due to the outbreak of the Delta variant of COVID-19 saw panic-buying amongst consumers, and retail tissue was the category most significantly impacted by this. Toilet paper was the first to be reported out of stock due to consumers stocking up with large quantities, with manufacturers and retailers struggling to keep up with the surge in demand.
Sustainable sourcing, recyclability and plastic-free solutions are increasingly influencing retail tissue in New Zealand, as the build-up of plastic waste is a major concern for New Zealand consumers. Consequently, packaging has come under the microscope as an area for innovation and improvement, with consumer research in 2020 showing that 78% of New Zealanders wanted toilet paper brands to use paper packaging.
The original outbreak of COVID-19 in early 2020 resulted in workplaces across the country being forced into work from home arrangements. Subsequently, most major companies across the country have adopted permanent flexible working policies, with employees increasingly working from home, at least some of the time.
While the New Zealand government managed to navigate its way through the COVID-19 pandemic in a way which delivered economic growth, the outlook, and the ability for the country to continue to grow over the forecast period, remains unclear. Alongside rising inflation, this has already started to negatively impact retail confidence.
Environmental and sustainability preferences have become firmly entrenched in the mindset of New Zealand consumers. In retail tissue, the use of recycled or sustainably sourced paper increased significantly over the review period, and is also expected to characterise new product development activity over the forecast period.
While 2021 saw people return to the office, many companies took the disruption caused by the COVID-19 pandemic as an opportunity to reassess their workspace requirements, with businesses across the country looking to downsize their office footprints and promote working from home initiatives. This will promote retail growth and hamper AFH growth moving in to the forecast period.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in New Zealand 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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