Tissue and hygiene recorded a marginal retail value decline in 2018. Indeed, given that penetration rates are already optimal for most tissue and hygiene products, manufacturers and retailers used price promotions to protect or regain their shares.
The paradox in tissue and hygiene in Belgium in 2018 was that, along with heavy price promotion, players also engaged in product premiumisation. New product launches featured innovative scents, upgraded comfort for users or more convenient packaging.
Private label has a significant presence in tissue and hygiene in Belgium. Major brands are attempting to gain share using innovation, premiumisation, heavy price promotions and a presence in hard discounters.
Tissue and hygiene has a diversified sales channel structure. While supermarkets holds the lion’s share in general, other channels perform well with specific products.
Retail tissue and hygiene is expected to record a marginally positive current value CAGR (a slight decline in constant 2018 value) over the 2018-2023 period. Maturity is the main hindrance to growth of tissue and hygiene in Belgium.
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This industry report originates from Passport, our Tissue and Hygiene market research database.