Overall retail tissue experienced stable demand in 2020, supported by the home seclusion trend as a result of the pandemic-induced lockdown and movement restrictions. This meant that consumers were spending more time in their homes, rather than going out to eat, which resulted in a greater need for a number of retail tissue products for everyday usage including paper towels, which are often used to clean and disinfect surfaces in conjunction with home care disinfectants, bleach and multi-purpose cleaners, not only in the kitchen but for other cleaning purposes such a tables and shelves.
The consumption of paper tableware, particularly napkins, was marginally impacted by the home seclusion trend during the pandemic. These products are traditionally usually used when hosting gatherings and celebrations in the home; a decline in the number and frequency of such events due to social distancing measures naturally affected their demand.
The competitive landscape became increasingly consolidated in 2020, as major brands gained value share from smaller players under “others”. Furthermore, overall leader Olayan Kimberly-Clark Arabia Co, which offers the brands Kleenex and Scottonelle, lost notable value share to Fine from Fine Hygienic Paper.
Ongoing strong demand for retail tissue is expected in 2021 as consumers remain initially more cautious about spending too long outside of the home, thereby supporting sales of disposables products such as paper towels which can be used to clean and disinfect in conjunction with home care products such as multi-purpose cleaners. Frequent tissue usage and disposal of these products will therefore remain common for the first half of the forecast period, before volume growth rates of retail tissue start to return to soften towards 2024/2025.
Innovation in terms of new product development linked to specific usage is likely to be further witnessed over the forecast period. For example, product innovations at the end of the review period included new fragrances added to retail tissue, through the use of local scents including oud and lavender, which are often used by consumers who are feeling anxious and seek relaxation.
It is also important to note that given the return or influx of individuals and families from Western countries as travel restrictions into the country are eased, and since this category is deemed as essential, it will also support demand for retail tissue across all income brackets.
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This report originates from Passport, our Retail Tissue research and analysis database.
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