COVID-19 had a positive impact on certain category sales in 2020. With consumers spending more time at home, both through working from home as well as spending more of their free time indoors, the demand for products like paper towels and toilet paper increased.
Paper towels brands such as Lambi also emphasised the importance of improved hygiene. For example, the Lambi website states: the drying of hands with paper towels minimises the spread of the virus; regular use of paper towels to wipe kitchen surfaces improves cleanliness and hygiene; regular cleaning of mobile phones with paper towels improves hygiene; and the use of paper towels is a convenient means of keeping households surfaces clean and hygienic.
Retail tissue leader Metsä Tissue is the owner of the popular and well-known Lambi and Serla brands. The brands are active in multiple retail tissue categories, including also being present in the same categories.
Post COVID-19, a shift from workplace to working at home is expected, with an increased percentage of the workforce permanently or at least partially working from home. This will inevitably result in greater demand for retail tissue over the forecast period, including paper towels and toilet paper, as Swedish consumers will be spending more time in their homes.
A weak economic outlook, coupled with lingering hygiene/health concerns going forward is expected to result in Swedish consumers restricting their discretionary spending, for instance by minimising foodservice spending. To compensate, households are set to recreate foodservice experiences at home.
Private label is very strong in retail tissue, accounting for almost half of value sales in 2020, and this is expected to continue over the forecast period, especially given the economic uncertainty in the wake of the COVID-19 pandemic. ICA Sverige is the biggest private label player and second only to Metsä Tissue in overall retail tissue.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Sweden 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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