In 2020, retail tissue saw strong growth spikes in both volume and current value terms over the previous year. Although the performances slowed in both measures in 2021, with volumes even declining marginally, sales were still comfortably above the pre-pandemic levels.
Spanish consumers are looking for products with added value in terms of softness, resistance, absorption, compact formats or bigger formats. This search for improved product attributes is leading to premiumisation in the retail tissue offer, for example with Renova offering Divine Perfection, which offers extra softness in toilet paper, or UltraPower in paper towels, which offers greater absorption.
Private label player Mercadona retained its leading position in retail tissue in value terms in 2021, followed by Centros Comerciales Carrefour and Dia in second and third positions, which also offer private label products. These and other private label players have strong retail networks across the country and offer a wide range of retail tissue products at affordable prices.
Increasing numbers of consumers will become more concerned about the environmental impact of disposable tissue products. The perception of reusable products being more sustainable is expected to play a key role.
While retail tissue is expected to see stagnating or even slightly declining sales in volume terms and at constant 2021 prices over the forecast period, it will maintain the gains it made in 2020 and will also see modest annual growth in current value terms. As COVID-19 comes under better control in the country thanks to the mass vaccination programme, this will lead to less time spent in the home, which will hamper the potential growth of retail tissue.
After the strong growth seen during the pandemic, paper towels will slip into decline from 2023 in current value terms, having already starting recording negative volume growth in 2022. This is a category that is expected to suffer from the move by consumers to reusable products, with washable cloths used by some consumers instead.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Spain with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Retail Tissue research and analysis database.
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