Taiwan’s retail tissue category was seeing very much of a continued two-pace development in 2021. As in 2020, paper towels, toilet paper and pocket handkerchiefs were recording positive growth in 2021, while paper tableware (ie napkins) and boxed facial tissues were declining.
As in 2020, paper towels recorded the highest volume and value growth rates in retail tissue in 2021. This category was performing well thanks to more home cooking due to home seclusion, escalated concerns over personal health and hygiene, more product innovation and consumers’ education regarding usage improving thanks to communication by manufacturers and retailers.
Local company Yuen Foong Yu took over the leading spot in retail tissue in value terms from multinational Kimberly-Clark in 2020, and further consolidated this position with more value share gains in 2021. Having already been the leading player in volume terms since the start of the review period, in recent years Yuen Foong Yu has been outperforming Kimberly-Clark, in particular in paper towels and toilet paper, on the back of a continuous stream of new products under its May Flower, De Yi and Tender brands.
The pandemic has not had too great an impact on retail tissue in Taiwan, although toilet paper, the biggest category, did see a spike in its sales in 2020 and 2021. Toilet paper is considered a daily necessity as well as being seen as a reasonable alternative to boxed facial tissues and napkins.
Retail tissue is expected to continue being dominated by a mix of domestic and international manufacturers. Local companies Yuen Foong Yu and Cheng Loong Corp ranked first and third in 2021, while Kimberly-Clark, the leading player in value terms until very recently, was in second place, while Golden Century Paper, owned by Asia Pulp & Paper Co Ltd, dropped to fourth place behind Cheng Loong Corp in 2021.
Although the combined might of supermarkets/hypermarkets will continue to be the biggest distribution channel for retail tissue, and mixed retailers will also continue to be an important channel, e-commerce is likely to make further gains over the forecast period, in spite of its share having seen major growth during the pandemic, to account for a quarter of retail value sales in 2021. The strong attachment of Taiwanese consumers to social media is making major players more willing to invest in online marketing campaigns, which can be combined with online shopping with proper guides.
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Retail Tissue
This report originates from Passport, our Retail Tissue research and analysis database.
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