Retail tissue saw a rise in demand during the first quarter of 2020, with stock shortages following panic-buying sprees across North Macedonia. Consumers were motivated by fears that the production of tissue products would halt, and the supply of masks would take priority.
Paper towels is expected to see the fastest current value growth in retail tissue in 2020, due to increased cooking activities in the home during lockdown as well as more frequent cleaning. Recycled toilet paper is expected to be one of the slowest-growing product areas in 2020, although this is following on from a trend prior to the pandemic.
Paloma dd will continue to lead retail tissue in 2020. Slovenian company Paloma’s leading position in retail tissue is a result of the performance of its namesake brand, which has enjoyed high recognition and consumers loyalty since the times of the former Yugoslavia.
The limited long-term impact of the COVID-19 pandemic on retail tissue will extend mainly to an increased consumer focus on hygiene and preventative health measures. With toilet paper having reached high levels of saturation and being the largest product area within retail tissue, sales will remain fairly stable over the forecast period.
At the beginning of the forecast period, retail tissue overall will see a decline in growth, mainly due to a drop in demand for toilet paper. Population stagnation and a high level of saturation will limit the growth of toilet paper in 2021, despite the current high demand due to the COVID-19 pandemic.
Throughout 2020, producers within retail tissue were reluctant to launch new product developments and instead focused on maintaining sales and distribution. In 2021 and beyond, producers are expected to have focus on new product launches and innovations.
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This report originates from Passport, our Retail Tissue research and analysis database.
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