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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Canada

Jun 2020

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

COVID-19 has been strongly affecting all categories within tissue and hygiene in Canada in 2020. Whilst some of these changes are set to be short-lived, it is expected to take time for some categories to return to their normal growth pattern.

COVID-19 country impact

As of 10 May 2020, Canada had seen around 5,000 deaths due to COVID-19 and 70,100 cases. The 30-day restriction on all non-essential travel across the Canada-US border was implemented on 21 March, before being extended for a further 30 days to 21 May.

Retail adult incontinence performs well, and e-commerce rises from a low base

Tissue and hygiene continued to see moderate current value growth in 2019 both in the retail and away-from-home channels. The growth rate was similar to the CAGR seen in the review period.

Multinationals lead, but private label maintains its strength with innovation and quality

Multinationals Procter & Gamble and Kimberly-Clark remained the leading players in retail tissue and hygiene in 2019, together accounting for almost half of value sales, whilst domestic player KP Tissue was third. These were the only players to hold double-digit value shares in the industry in this year.

Stronger growth thanks to immigration and in the wake of COVID-19

Tissue and hygiene is expected to see a slightly stronger current value performance in the forecast period than that seen during the review period. This will partly be due to the impact of COVID-19.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tissue and Hygiene industry in Canada with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Tissue and Hygiene industry in Canada, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Canada for free:

The Tissue and Hygiene in Canada market research report includes:

Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Tissue and Hygiene in Canada?
What are the major brands in Canada?
What are the most dynamic tissue and hygiene categories?
What are the major markets for tissue products sales?
What are the major markets for hygiene products sales?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

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Tissue and Hygiene in Canada

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Retail adult incontinence performs well, and e-commerce rises from a low base

Multinationals lead, but private label maintains its strength with innovation and quality

Stronger growth thanks to immigration and in the wake of COVID-19

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2017-2024
Chart 2 Tissue and Hygiene Impact of Soft Drivers on Value Sales: 2016-2024

MARKET INDICATORS

Table 1 Birth Rates 2014-2019
Table 2 Infant Population 2014-2019
Table 3 Female Population by Age 2014-2019
Table 4 Total Population by Age 2014-2019
Table 5 Households 2014-2019
Table 6 Forecast Infant Population 2019-2024
Table 7 Forecast Female Population by Age 2019-2024
Table 8 Forecast Total Population by Age 2019-2024
Table 9 Forecast Households 2019-2024

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2014-2019
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2015-2019
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2016-2019
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2014-2019
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2014-2019
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2019
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Canada

HEADLINES

PRE-COVID-19 PERFORMANCE

Convenience and discretion support growth, but reusable products start to challenge

Wider availability of sanitary protection products thanks to donations and public involvement

Procter & Gamble extends its lead and natural players also perform well, but little room for private label

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2014-2019
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2014-2019
Table 21 Retail Sales of Tampons by Application Format: % Value 2014-2019
Table 22 Retail Sales of Towels by Type of Use: % Value 2014-2019
Table 23 NBO Company Shares of Retail Sanitary Protection: % Value 2015-2019
Table 24 LBN Brand Shares of Retail Sanitary Protection: % Value 2016-2019
Table 25 Forecast Retail Sales of Sanitary Protection by Category: Value 2019-2024
Table 26 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2019-2024

Nappies/Diapers/Pants in Canada

HEADLINES

PRE-COVID-19 PERFORMANCE

Falling birth rate and the use of cloth products hamper growth

Rising immigration and natural alternatives ensure a reasonable performance

Despite the strong value lead of two multinationals, combined private label maintains the highest volume share

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Table 27 Retail Sales of Nappies/Diapers/Pants by Category: Value 2014-2019
Table 28 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2014-2019
Table 29 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2015-2019
Table 30 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2016-2019
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 32 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024

Retail Adult Incontinence in Canada

HEADLINES

PRE-COVID-19 PERFORMANCE

Ageing population and rising awareness contribute to a dynamic performance

New product lines and the discretion of e-commerce are other important factors

Kimberly-Clark maintains its lead, but Procter & Gamble sees a rapid share increase

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Table 33 Sales of Retail Adult Incontinence by Category: Value 2014-2019
Table 34 Sales of Retail Adult Incontinence by Category: % Value Growth 2014-2019
Table 35 NBO Company Shares of Retail Adult Incontinence: % Value 2015-2019
Table 36 LBN Brand Shares of Retail Adult Incontinence: % Value 2016-2019
Table 37 Forecast Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 38 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024

Wipes in Canada

HEADLINES

PRE-COVID-19 PERFORMANCE

Despite their high sales, floor cleaning systems and baby wipes continue to perform well

Smaller categories see the best growth from a lower base

Procter & Gamble dominates, but other players have strength in smaller categories

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Table 39 Retail Sales of Wipes by Category: Value 2014-2019
Table 40 Retail Sales of Wipes by Category: % Value Growth 2014-2019
Table 41 NBO Company Shares of Retail Wipes: % Value 2015-2019
Table 42 LBN Brand Shares of Retail Wipes: % Value 2016-2019
Table 43 Forecast Retail Sales of Wipes by Category: Value 2019-2024
Table 44 Forecast Retail Sales of Wipes by Category: % Value Growth 2019-2024

Retail Tissue in Canada

HEADLINES

PRE-COVID-19 PERFORMANCE

Volume growth despite rising prices thanks to continued growth in toilet paper

Contrasting performances for categories in facial tissues; growth in paper towels hampered by other products

Private label maintains a high share in a strongly competitive category

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

CATEGORY DATA

Table 45 Retail Sales of Tissue by Category: Value 2014-2019
Table 46 Retail Sales of Tissue by Category: % Value Growth 2014-2019
Table 47 NBO Company Shares of Retail Tissue: % Value 2015-2019
Table 48 LBN Brand Shares of Retail Tissue: % Value 2016-2019
Table 49 Forecast Retail Sales of Tissue by Category: Value 2019-2024
Table 50 Forecast Retail Sales of Tissue by Category: % Value Growth 2019-2024

Away-From-Home Tissue and Hygiene in Canada

HEADLINES

PRE-COVID-19 PERFORMANCE

Boost to retail tissue sales from business/industry and horeca

AFH adult incontinence benefits from the ageing population

Multinational and local players remain strong in AFH tissue and hygiene

2020 AND BEYOND

COVID-19 impact

Affected products within away-from-home tissue and hygiene

Recovery and opportunities

CATEGORY DATA

Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2014-2019
Table 52 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 53 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2019
Table 54 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2014-2019
Table 55 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2014-2019
Table 56 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2014-2019
Table 57 Sales of Away-From-Home Wipers by Format through Public: % Value 2014-2019
Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2014-2019
Table 59 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 61 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024

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Megatrends

Country Report

Tissue and Hygiene in Canada

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Retail adult incontinence performs well, and e-commerce rises from a low base

Multinationals lead, but private label maintains its strength with innovation and quality

Stronger growth thanks to immigration and in the wake of COVID-19

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Tissue and Hygiene in Canada

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Retail adult incontinence performs well, and e-commerce rises from a low base

Multinationals lead, but private label maintains its strength with innovation and quality

Stronger growth thanks to immigration and in the wake of COVID-19

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Canada

HEADLINES

PRE-COVID-19 PERFORMANCE

Convenience and discretion support growth, but reusable products start to challenge

Wider availability of sanitary protection products thanks to donations and public involvement

Procter & Gamble extends its lead and natural players also perform well, but little room for private label

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Nappies/Diapers/Pants in Canada

HEADLINES

PRE-COVID-19 PERFORMANCE

Falling birth rate and the use of cloth products hamper growth

Rising immigration and natural alternatives ensure a reasonable performance

Despite the strong value lead of two multinationals, combined private label maintains the highest volume share

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Retail Adult Incontinence in Canada

HEADLINES

PRE-COVID-19 PERFORMANCE

Ageing population and rising awareness contribute to a dynamic performance

New product lines and the discretion of e-commerce are other important factors

Kimberly-Clark maintains its lead, but Procter & Gamble sees a rapid share increase

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Wipes in Canada

HEADLINES

PRE-COVID-19 PERFORMANCE

Despite their high sales, floor cleaning systems and baby wipes continue to perform well

Smaller categories see the best growth from a lower base

Procter & Gamble dominates, but other players have strength in smaller categories

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Retail Tissue in Canada

HEADLINES

PRE-COVID-19 PERFORMANCE

Volume growth despite rising prices thanks to continued growth in toilet paper

Contrasting performances for categories in facial tissues; growth in paper towels hampered by other products

Private label maintains a high share in a strongly competitive category