Retail tissue recorded positive double-digit value growth of 11% in 2020, with stockpiling behaviour in Q1 of 2020, boosting sales of the products. This stockpiling behaviour was seen in multiple categories, but especially in toilet paper, with consumers keen to have a supply of essential products within the household.
Paper tableware and paper towels did not record an uplift in growth in 2020, with paper tableware often used for hosting and socialising, therefore not required during 2020. In addition, both these items were impacted by economic uncertainty and rising price-sensitivity, and paper towels were often replaced by toilet paper throughout the year.
Essity remained the leader in overall retail tissue in value terms in 2019 and continued to increase its share. It was also the only player within retail tissue to hold a double-digit value share.
From 2021 onwards, demand for retail tissue products will fall back to pre-pandemic levels in volume and current value terms. Overall growth in retail tissue across the forecast period is expected to be positive, as this category is not yet saturated.
Toilet paper is the largest and most important category within retail tissue in Russia and shapes its overall performance. Sales have not yet reached saturation in Russia, lagging behind major Western countries in terms of per capita consumption.
As the country recovers from the outbreak of COVID-19 over the coming years, consumers will slowly return to previous lifestyles. This will increase the number of consumers with on-the-go lifestyles once more, benefiting paper handkerchiefs.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Russia 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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