The Netherlands implemented a hard lockdown in October 2020, which led to stockpiling of retail tissue products. The lockdown ended up lasting until April 2021, but after initial panic-buying in 2020, stockpiling was no longer seen in 2021.
Sales of retail tissue products continued to rise via e-commerce in 2021, thanks to the ease of delivery of these products. Supermarkets such as Albert Heijn and health and beauty specialist retailers such as Kruidvat offered special promotions such as free delivery for toilet paper and paper towels, for instance, in collaboration with brands such as Page.
Kimberly-Clark retained its leading position in retail tissue in 2021, owing to strong brands including Page and Kleenex. The Page brand introduced softer tissue with 3D wave texture.
COVID-19 is not expected to go away, but will become one of the respiratory diseases that the Netherlands has to live with and manage. As a result, maintaining hygiene will remain vital to help stop the spread of respiratory diseases.
Raw materials costs such as virgin pulp and recycled paper became more expensive in 2021, and are anticipated to see further rises. In particular, recycled material will only become scarcer in the future, and this is expected to thwart the plans to offer recycled retail tissue products.
Sales via e-commerce are expected to continue to grow over the forecast period, with subscription-based services resolute in attracting new customers. These small brands are expected to further collaborate with other online-based businesses, such as seen by The Good Roll working with online supermarket Picnic and sustainable delivery service company Budbee.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Netherlands 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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