In February 2018, RT Mart hinted that tissue manufacturers were planning to increase toilet paper unit prices by 30%, owing to the rising cost of pulp. At the same time, continuous wage stagnation was leading to more price sensitivity, and this combination led to stockpiling by Taiwanese consumers.
Toilet paper is by far the biggest category in retail tissue, owing to it being considered a daily necessity, and it is also used as an alternative to boxed facial tissues and napkins. In view of the economic downturn and its continuing impact on consumers, manufacturers started launching toilet paper in smaller sizes.
Paper towels recorded the highest value growth in 2018, which was attributable to concerns over personal health, more product innovation, and constant consumer education campaigns by manufacturers and hypermarkets. Habit formation in using paper towels will keep supporting growth in this category.
Kimberly-Clark Taiwan continues to lead retail tissue, with a wide variety of products in the category. The gap between Kimberly-Clark and the largest local player, Yuen Foong Yu, has been widening, owing to Kimberly-Clark’s greater resources and continuous new product launches.
Retail tissue continued to be dominated by two domestic and two international manufacturers in 2018. The local companies Yuen Foong Yu and Cheng Loong Corp are ranked second and fourth in retail tissue, while another relatively new entrant, Golden Century Paper, backed by its parent company Asia Pulp & Paper Group, has increased its volume and value share, and overtook Cheng Loong Corp in terms of value sales in 2015.
Hypermarkets and supermarkets remain major channels, but internet retailing is growing slightly faster. Taiwanese consumers’ strong attachment to social media has prompted major players to invest in online marketing campaigns.
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This industry report originates from Passport, our Tissue and Hygiene market research database.