Retail tissue experienced a notable surge in demand early in 2020 due to stockpiling by consumers ahead of the lockdown. Double-digit volume growth was noted across the category, with the home seclusion trend and concerns about spending too long outside of the home even as restrictions were relaxed, ensuring further demand throughout the year.
Boxed facial tissue recorded one of the most impressive volume growth rates in 2020, supported by the home seclusion trend and hygiene consciousness, in addition to consistent marketing initiatives by leading brands which helped increase the category’s relevance. Traditionally, demand for facial tissues in Pakistan has been driven by young, urban households looking for convenient and hygienic products for personal use and for their guests.
Packages Ltd strengthened its dominance of retail tissue in Pakistan in 2020, in both volume and value share terms. The company offers good-quality boxed facial tissues, toilet paper and paper towels at different price points to reach a wide spectrum of consumers through its strong distribution network, in addition to supporting its leading brand Rose Petal with active marketing.
Following the stockpiling and home seclusion trends of 2020, retail tissue is predicted to experience declining demand in 2021 before gaining growth momentum over the remainder of the forecast period. 2021 is also likely to see some rationalising of expenditure due to increased price sensitivity as a result of decreased disposable incomes, although this trend will support the lower volume decline of recycled toilet paper compared to the non-recycled format due to its greater affordability.
Growth predicted for retail tissue in Pakistan over the forecast period will be supported by increased hygiene consciousness regarding a further move away from reusable cloths or towels for cleaning or wiping hands benefiting paper towels and napkins, along with supporting socioeconomic factors such as further urbanisation including a rising mid-income consumer group as women further penetrate the workforce. Pocket handkerchiefs will benefit from the preventative health trend as consumers venture outside of the home more frequently over the forecast period.
Toilet paper will remain the largest volume category and will continue to be supported by the growth in the number of homes that have flushable toilets over the forecast period. While holding lower share overall, recycled toilet paper is predicted to outperform the non-recycled format, due to its more affordable price to lower-income consumers and a rising interest in sustainable options.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Pakistan 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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