Like in many other countries, 2021 was a year in the UK that was characterised by recovery. With the gradual easing of restrictions over the course of the year, mid-July was the moment when “freedom” was celebrated.
Within the retail tissue category, wood pulp is a key raw material that is used in many types of products. The surge in demand for wood pulp in 2021 naturally resulted in higher prices for this raw material.
Kimberly-Clark remained the leader in toilet paper and facial tissues in value terms in 2021. With its brands Andrex and Kleenex, it provided consumers with products that were much demanded in this year.
Companies have shifted or are shifting to a “new normal”. More than ever, employees are being given the option to work from home either part- or full-time.
Private label tissue products remained popular during the pandemic, as more consumers became familiar with such products because shelves were empty of branded products. With a positive experience after using such products, some consumers increased their use of private label lines.
Retail tissue has been a mature category for a long time, but with sustainability on the minds of manufacturers and consumers, this paves the way for more dynamism. Also, within this category premium options are expected to serve environmentally-conscious consumers.
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Retail Tissue
This report originates from Passport, our Retail Tissue research and analysis database.
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