COVID-19 had somewhat of a mixed impact on sales of retail tissue in 2020, with some products thriving while others suffered as a result of home seclusion, such as pocket handkerchiefs. The most dynamic category was paper towels, with these products benefiting from the heightened concerns around hygiene in the wake of COVID-19.
Toilet paper continued to see strong growth in current value terms in 2020 with sales boosted by the lockdown. Concerned about potential supply shortages some consumers stocked up on supplies following the outbreak of COVID-19 in Ukraine.
Kyivsky Kartonno-Paperovy Kombinat VAT retained a healthy lead in 2020 thanks to its large portfolio of retail tissue products that covers most categories and most price segments. Its key strength is in toilet paper with its Obukhiv brand of recycled toilet paper having built up a reputation for offering premium quality at a price that is still lower than for non-recycled products.
Retail tissue is projected to continue recording healthy growth in retail volume terms over the forecast period, building on the gains seen over the review period. A key factor behind this is expected to be further dynamism within paper towels.
Facial tissues is expected to register steady growth in retail volume terms over the forecast period, with these products benefiting from then growing number of consumers suffering from skin problems and allergies. Additionally, after the fear created by COVID-19, it is likely that there will be more awareness of the need to cover your nose and mouth when sick or when coughing or sneezing.
Grocery retailers dominate sales of retail tissue, with these products typically purchased alongside the weekly shopping, or from nearby independent small grocers as and when needed. While this channel is likely to continue playing a key role in the sale of retail tissue, it is expected that e-commerce will develop a stronger footing in the distribution of these products.
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This report originates from Passport, our Retail Tissue research and analysis database.
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