Retail tissue benefitted from a positive impact from the pandemic in both retail volume and current value terms in 2020. At first, retail tissue experienced spikes in demand during the emergence of COVID-19 and the beginning of lockdown as consumers wanted to have an adequate stock at home.
Toilet paper was a major beneficiary of the pandemic situation in 2020. Initial sharp rises in demand were attributed to consumers stockpiling in anticipation of supply shortages, with staying at home for prolonged periods of time in 2020 continuing to keep demand high throughout the year.
Although from a low base, boxed facial tissues and paper towels, also gained momentum in 2020 due to personal hygiene concerns. Increased demand for paper towels and napkins reflected more frequent food preparation and cooking at home, with these products also used for cleaning purposes and the increased wiping of surfaces around the home.
A slower dynamic is expected in retail volume and current value growth terms in 2021 as the level of home seclusions begins to be lifted. The ending of the pandemic will restrict need for retail tissue as over time consumers will return to places of work and establishments outside the home for eating and drinking, meaning the increased use of retail tissue products in the home will be a short-lived phenomenon.
Retail tissue is expected to remain dominated by toilet paper, leaving more growth prospective for niche areas in the forecast period. For example, napkins, boxed facial tissues and non-recycled toilet paper will have strong potential for development in the forecast period.
Paper towels is also expecting a dynamic performance in the forecast period, although its total contribution to retail tissue will remain comparably low. The low purchasing power of consumers and lack of usage tradition will continue to moderate performance.
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This report originates from Passport, our Retail Tissue research and analysis database.
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