In 2021, retail tissue saw lower retail volume growth than in 2020, along with lower current value growth. This came after a year of exceptional growth when value sales rose noticeably due to the rise in the rate of VAT from July 2020.
There has been a difference in how consumers purchase household commodities, especially since VAT has tripled and oil prices have risen. With disposable items specifically, consumers rely much more on price promotions in their choice of retail tissue.
In 2021, retail tissue remained fairly fragmented in Saudi Arabia in value terms. Domestic players Hygienic Paper (Fine) and National Paper Products maintained their leading value shares with Fine and Sanita, followed by the international player Olayan Kimberly-Clark Arabia with Kleenex.
Retail value sales of retail tissue are set to see constant growth throughout the forecast period. The per capita consumption of retail tissue products in the country is particularly high when compared with that in developed regions such as North America and Western Europe.
Product innovations meant for specific usages are likely to increasingly be witnessed in the forecast period. For example, launches at the end of the review period already involved new scents, including local fragrances such as oud and lavender, which can be used by people feeling anxious and seeking relaxation.
Boxed facial tissues is set to maintain its strong dominance within retail tissue in the forecast period, and is also expected to continue to see solid retail volume growth as consumers remain more conscious of hygiene. However, paper towels is predicted to see the strongest growth, with a better performance than seen in the review period due to innovations in terms of absorbency and resistance.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Saudi Arabia 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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