Tissue and Hygiene in Canada
Tissue and hygiene in 2022: The big picture
What next for tissue and hygiene?
Table 1 Birth Rates 2017-2022
Table 2 Infant Population 2017-2022
Table 3 Female Population by Age 2017-2022
Table 4 Total Population by Age 2017-2022
Table 5 Households 2017-2022
Table 6 Forecast Infant Population 2022-2027
Table 7 Forecast Female Population by Age 2022-2027
Table 8 Forecast Total Population by Age 2022-2027
Table 9 Forecast Households 2022-2027
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2018-2022
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2019-2022
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2017-2022
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2017-2022
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2022
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2022-2027
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2022-2027
Summary 1 Research Sources
Away-From-Home Tissue and Hygiene in Canada
Away-from-home tissue recovers more fully as the economy reopens
Away-from-home wipers sees much weaker yet positive growth, supported by heavy usage through healthcare channel
Away-from-home adult incontinence sees slightly softened yet strong momentum, given the ageing trend and pandemic-induced hospitalisations
Paper tableware expects strongest recovery, with per capita consumption reaching pre-pandemic level towards end of forecast period
Automated cleaning technologies could dampen demand for away-from-home wipers
Ageing, income support and away-from-home care investments underpin long-term growth of away-from-home adult incontinence
Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2017-2022
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2017-2022
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2017-2022
Table 22 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2017-2022
Table 23 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2022
Table 24 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2022-2027
Table 25 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2022-2027
Retail Adult Incontinence in Canada
Ageing and awareness-building continue driving growth
Household names remain top shareholders, while insurgents gain through digital channels
Direct-to-consumer business model gains momentum
Healthy fundamentals drive incontinence market growth, with light format seeing slightly stronger momentum
Functionality and sustainability fuel further innovation, while alternatives heed value positioning
Discreetness and convenience will bode well for long-term e-commerce growth in retail adult incontinence
Table 26 Sales of Retail Adult Incontinence by Category: Value 2017-2022
Table 27 Sales of Retail Adult Incontinence by Category: % Value Growth 2017-2022
Table 28 NBO Company Shares of Retail Adult Incontinence: % Value 2018-2022
Table 29 LBN Brand Shares of Retail Adult Incontinence: % Value 2019-2022
Table 30 Forecast Sales of Retail Adult Incontinence by Category: Value 2022-2027
Table 31 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2022-2027
Nappies/Diapers/Pants in Canada
Nappies/diapers sees a slight rebound, while disposable pants posts the strongest growth
Brands continue gaining share, given recognition, innovations and segmentation strategies
Digital sphere gains a foothold amongst shoppers for nappies/diapers
Sluggish birth rate underpins soft outlook for nappies/diapers, while lifestyle shift upends disposable pants
Value positioning comes to the fore, while performance and sustainability features drive brand differentiation
Digital presence becomes an integral part of channel strategy
Table 32 Retail Sales of Nappies/Diapers/Pants by Category: Value 2017-2022
Table 33 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2017-2022
Table 34 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2018-2022
Table 35 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2019-2022
Table 36 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2022-2027
Table 37 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2022-2027
Sanitary Protection in Canada
Financial pinch weighs on consumption growth despite recovering demand
Pantyliners leads growth, while tampons lags
New launches reinforce the shift towards cleaner ingredients and purpose-driven branding
Population gain, income recovery and awareness-building underpin long-term growth
Further innovations should fasten the function-sustainability tie, with clear value proposition
Digital space offers opportunities for customer engagement and brand-building, yet bricks-and-mortar rules the day
Table 38 Retail Sales of Sanitary Protection by Category: Value 2017-2022
Table 39 Retail Sales of Sanitary Protection by Category: % Value Growth 2017-2022
Table 40 Retail Sales of Tampons by Application Format: % Value 2017-2022
Table 41 NBO Company Shares of Retail Sanitary Protection: % Value 2018-2022
Table 42 LBN Brand Shares of Retail Sanitary Protection: % Value 2019-2022
Table 43 Forecast Retail Sales of Sanitary Protection by Category: Value 2022-2027
Table 44 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2022-2027
Wipes in Canada
Demand for home care wipes softens, with brands regaining strength
General purpose wipes witnesses demand softening, yet antibacterial/sanitising property remains in demand
Baby, intimate and moist toilet wipes sustain growth, while facial cleansing wipes posts partial recovery
Heightened cleaning routines uphold consumption of anti-virus/bacteria wipes
Where cleaning efficacy and user-friendliness meet is a sweet spot
Sustainability charges further innovations and competition
Table 45 Retail Sales of Wipes by Category: Value 2017-2022
Table 46 Retail Sales of Wipes by Category: % Value Growth 2017-2022
Table 47 NBO Company Shares of Retail Wipes: % Value 2018-2022
Table 48 LBN Brand Shares of Retail Wipes: % Value 2019-2022
Table 49 Forecast Retail Sales of Wipes by Category: Value 2022-2027
Table 50 Forecast Retail Sales of Wipes by Category: % Value Growth 2022-2027
Retail Tissue in Canada
Inflationary pressures boost demand for private label retail tissue
Manufacturers strengthen supply chain efficiency to combat challenges and cost pressures
Performance, comfort and sustainability drive further innovations and premiumisation
Paper towels and toilet paper drive long-term category performance
Cost pressures inform further portfolio segmentation and efficiency improvements
Sustainable packaging and recyclable fibre sourcing constitute key areas for innovation
Table 51 Retail Sales of Tissue by Category: Value 2017-2022
Table 52 Retail Sales of Tissue by Category: % Value Growth 2017-2022
Table 53 NBO Company Shares of Retail Tissue: % Value 2018-2022
Table 54 LBN Brand Shares of Retail Tissue: % Value 2019-2022
Table 55 Forecast Retail Sales of Tissue by Category: Value 2022-2027
Table 56 Forecast Retail Sales of Tissue by Category: % Value Growth 2022-2027