Current value sales of retail tissue surged by almost a quarter during 2020. Toilet paper saw the sharpest acceleration in its rate of retail current value sales growth, with some more affluent consumers stockpiling it during the early stages of the pandemic.
While the rate of growth in retail current value sales of facial tissues also accelerated during 2020, it was much weaker than in toilet paper. The temporary closure of bars, hotels, restaurants, offices and schools had a negative impact on demand.
Domestic manufacturer Bel Impex Ltd continued to dominate current value sales of retail tissue in 2020. It offers a wide product range covering all price points and benefits from strong brand awareness among local consumers and wide distribution.
Current value sales of retail tissue will remain robust during the forecast period. Ongoing population growth will be a significant driver of this, as will, to a lesser extent, the increased availability of value-added products.
Demand for toilet paper, particularly recycled toilet paper, will be particularly strong during the forecast period. Indeed, by the end of the forecast period, retail current value sales of recycled toilet paper will be almost double those of non-recycled toilet paper.
E-commerce emerged as a significant channel for retail tissue during 2020, as consumers spent more time at home and turned to online shopping in growing numbers. This trend will deepen during the forecast period, as local consumers become more comfortable shopping online, e-commerce marketplaces like Jumia offer a wider range of products, the prevalence of smartphone ownership continues to rise and high-speed mobile internet becomes more accessible and affordable.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Nigeria 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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