Following the outbreak of COVID-19 in March 2020, retail tissue saw demand for several product types surge due to a combination of stockpiling, home seclusion and increased hygiene-consciousness among Swedes. Growth in total volume and current value sales subsequently slowed in 2021 as consumption patterns began to normalise with the rollout of vaccines and the easing of public health restrictions.
Paper towels remained by far the most dynamic performer within retail tissue in volume and current value growth terms in 2021. Consumer appreciation for the convenience and versatility of this product type has been on the rise for several years in Sweden, and these attributes have recently become even more appealing due to the increased focus on hygiene and greater reliance on home cooking that have resulted from the pandemic.
The issue of sustainability has long played a highly influential role in purchasing decisions and manufacturer strategies within retail tissue in Sweden, especially in the largest categories of toilet paper and paper towels. Many companies offer brands or products that are explicitly positioned as a more eco-friendly choice in terms of their ingredients, manufacturing processes and packaging solutions.
Retail tissue looks set to post healthy growth in total volume and current value sales from 2022 onwards, with all categories projected to expand in both respects over the forecast period as a whole. Overall demand should remain buoyant in the short-to-medium term as Swedes continue to spend more time at home than usual due to the fallout of the pandemic.
Paper tableware was the retail tissue category worst affected by the outbreak of COVID-19 in 2020, with volume sales of napkins and tablecloths declining sharply as concerns about community transmission of the virus led Swedes to stop hosting and attending social gatherings with friends and family. Demand began to recover in 2021 as people started to engage in this activity once again following the rollout of vaccines, and the category should continue to develop positively over the forecast period as levels of socialising increase with the further easing of the pandemic.
It is expected unit prices for retail tissue products will continue to rise over the forecast period as inflation remains high due to pandemic-related supply chain bottlenecks and the impact of the war in Ukraine on global energy costs. Accordingly, total current value sales look set to grow at a significantly faster pace than total volume sales.
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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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Retail Tissue
This report originates from Passport, our Retail Tissue research and analysis database.
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