More out of the home activities in 2021, with the return to work, eating out and other activities, resulted in a less dynamic performance of retail tissue in 2021 versus 2020. On the other hand, the continuous growth of more compact options in categories such as paper towels and toilet paper, as well as the premiumisation trend (increasing share of a higher ply tissue) resulted in value growth outperforming that of volume.
Sustainability is increasingly important in retail tissue, influencing manufacturers’ new product development in the category. Colhogar, for instance, launched Pure Natural natural fibre pocket handkerchiefs, toilet paper and wipes in 2021.
Renova retained its leadership of retail tissue in 2021 with it holding a strong position in most categories. The company is at the forefront of innovation and new product development within retail tissue in Portugal.
Retail tissue expected to record a positive performance in value terms going forward; however, growth will be slower than during the review period as most of the categories have reached a considerable level of maturity and consumers are expected to spend more time out of home over the forecast period. Nevertheless, hygiene is likely to remain an important area of focus amongst consumers and as such, products which can help prevent the spread of germs are likely to retain some popularity, driving further demand for paper towels due to reducing cross contamination when cleaning.
Private label is set to continue to gain share in the category over the course of the forecast period. The increasing sophistication already evident in the private label available in the market will result in growing competition with manufacturer brands in terms of quality and innovation.
After registering strong growth during COVID-19, e-commerce is expected to continue to gain in relevance over the forecast period. New consumers to this distribution channel during the pandemic are likely to make repeat purchases, particularly for bulky toilet paper as they come to appreciate the benefits of convenient home delivery and the opportunity to find competitive prices, particularly as the forecast period is likely to be marked by increasing price sensitivity.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Portugal with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Retail Tissue
This report originates from Passport, our Retail Tissue research and analysis database.
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