As Singapore emerges from the pandemic, the focus of product innovation is expected to move away from hygiene-centric to sustainable. According to Euromonitor International’s Product Claims and Positioning, retail tissue witnessed an increase in the number of products with sustainable claims from 2019 to 2021, with the category witnessing an increase in the number of SKUs with claims such as, “from recycled materials”, “plastic-free packaging”, “biodegradable (product)”, and “environmentally-friendly”.
The negative economic impact of the war in Ukraine and COVID-19-related restrictions are expected to dampen the non-discretionary spending of middle-income consumers throughout the forecast period, and sharpen the spending divide between those seeking value-added attributes and those prioritising low prices. In Singapore, consumers’ reaction to inflationary pressures on living costs and product prices is likely to remain uneven across non-discretionary and discretionary categories, whereby financially vulnerable consumers will feel most compelled to cut back on the consumption of tissue products with high demand price elasticity, such as facial tissues, which are typically priced higher and can easily be substituted with toilet paper.
The highly inflated prices of essential products, including retail tissue products has prompted Singaporeans to purchase cheaper alternatives from Johor Bahru, Malaysia, where everyday essentials are priced much more affordably. With less stringent travel restrictions established in 2022, more Singaporeans travelled to Malaysia by car for leisure travel, especially at the weekends.
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This report originates from Passport, our Retail Tissue research and analysis database.
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