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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Canada

Mar 2021

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

Soon after Canada confirmed the first COVID-19 case in late January 2020, many provinces started identifying cases and subsequently took control measures focused on inbound travellers. It was not until March when every Canadian province and territory had declared a state of emergency and, depending on local situation, imposed various degrees of restrictions such as social distancing, business and school closures, and shelter-in-place mandates.

COVID-19 country impact

The government implemented an initial 30-day restriction on all non-essential travel across the Canada-US border on 21 March 2020, which has been subsequently extended several times. While international flights are still operating, air travel into the country by anyone other than Canadian residents, the immediate family members of Canadian residents, or US citizens has been prohibited since 18 March 2020, with these restrictions further tightened on 21 March 2020 to bar any US citizen not travelling on essential business.

Company response

Businesses catering to the retail tissue and hygiene market have largely traded more as a result of pandemic-induced pent-up demand. In 2020, acute demand and rising material and logistic costs were met with around-the-clock production, SKU rationalisation and automation.

Retailing shift

In 2020, high demand driven by the health crisis, combined with social-distancing measures, lagging fulfilment developments and truck driver shortages added to logistic and labour costs, leading to higher shipping costs and delivery delays. Therefore, most Canadians still preferred shopping in stores for food and other essentials such as tissue and hygiene.

What next for tissue and hygiene?

Though reported progress in vaccine roll-out in Canada has lent a glimpse of hope, distribution challenges and climbing COVID-19 cases signal a likely winding path to herd immunity and economic recovery. In the near term, demand should soften from the 2020 peak, but per-capita consumption for many tissue and hygiene products, including toilet paper, paper towels and personal and home care wipes, will remain elevated due to entrenched cleaning routines and work-from-home practice.

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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

Company response

Retailing shift

What next for tissue and hygiene?

Chart 1 Retail Tissue and Hygiene Value Sales Growth Scenarios: 2018-2025
Chart 2 Retail Tissue and Hygiene Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Birth Rates 2015-2020
Table 2 Infant Population 2015-2020
Table 3 Female Population by Age 2015-2020
Table 4 Total Population by Age 2015-2020
Table 5 Households 2015-2020
Table 6 Forecast Infant Population 2020-2025
Table 7 Forecast Female Population by Age 2020-2025
Table 8 Forecast Total Population by Age 2020-2025
Table 9 Forecast Households 2020-2025

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2015-2020
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Canada

KEY DATA FINDINGS

2020 IMPACT

Slight volume sales growth recorded in 2020

Rise of reusable alternatives poses a threat to disposable sanitary protection

Multinational Procter & Gamble dominates sales

RECOVERY AND OPPORTUNITIES

Limited gains expected over forecast period

Working to allow more consumers to access sanitary protection is key

Private label starting to lag further behind

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 21 Retail Sales of Tampons by Application Format: % Value 2015-2020
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025

Nappies/Diapers/Pants in Canada

KEY DATA FINDINGS

2020 IMPACT

Pants sales perform best in 2020, while consumers increasingly embrace economy options during pandemic

Volume demand dwindling as Canadians are having fewer children and delaying starting a family

Kimberly-Clark extends its lead in 2020

RECOVERY AND OPPORTUNITIES

Value sales growth set to pick up despite slow volume gains

Canada’s immigration policy offers prospects to nappies/diapers/pants

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025

Retail Adult Incontinence in Canada

KEY DATA FINDINGS

2020 IMPACT

Sales growth accelerates, with e-commerce activity seeing rapid development

Sales performance dynamic even before pandemic

Multinationals dominate retail adult incontinence

RECOVERY AND OPPORTUNITIES

Further high gains expected over forecast period

Making products that are cost-effective yet skin- and eco-friendly is the challenge

Private label still yet to convince most consumers

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2015-2020
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025

Wipes in Canada

KEY DATA FINDINGS

2020 IMPACT

COVID-19 intensifies demand for personal and household wipes

Wipes performing steadily before health crisis

Procter & Gamble out on its own in wipes

RECOVERY AND OPPORTUNITIES

Demand predicted to keep growing from crisis-heightened level

Smaller segments to yield further gains, supporting the dominant baby wipes category

Private label a niche but growing area

CATEGORY DATA

Table 38 Retail Sales of Wipes by Category: Value 2015-2020
Table 39 Retail Sales of Wipes by Category: % Value Growth 2015-2020
Table 40 NBO Company Shares of Retail Wipes: % Value 2016-2020
Table 41 LBN Brand Shares of Retail Wipes: % Value 2017-2020
Table 42 Forecast Retail Sales of Wipes by Category: Value 2020-2025
Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025

Retail Tissue in Canada

KEY DATA FINDINGS

2020 IMPACT

Sales boom in 2020 as consumers stockpile the hygiene essentials

Recycled toilet paper not being embraced in Canada

Local player at the summit of retail tissue in Canada

RECOVERY AND OPPORTUNITIES

Demand levels to stay above pre-pandemic mark

Toilet paper consumption proves robust to price rises

COVID-19 has changed dynamics within facial tissues

CATEGORY DATA

Table 44 Retail Sales of Tissue by Category: Value 2015-2020
Table 45 Retail Sales of Tissue by Category: % Value Growth 2015-2020
Table 46 NBO Company Shares of Retail Tissue: % Value 2016-2020
Table 47 LBN Brand Shares of Retail Tissue: % Value 2017-2020
Table 48 Forecast Retail Sales of Tissue by Category: Value 2020-2025
Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025

Away-From-Home Tissue and Hygiene in Canada

KEY DATA FINDINGS

2020 IMPACT

Steep drop for AFH tissue as consumers stay at home, but wipers and adult incontinence products make good gains

COVID-19 disrupts positive momentum in AFH tissue

Multinational and domestic companies both highly relevant in AFH

RECOVERY AND OPPORTUNITIES

Long road back for AFH tissue, but wipers and adult incontinence will continue to thrive

Canada’s ageing population to underpin long-term growth potential for AFH hygiene

Value sales projected to return to pre-pandemic levels in 2023 for AFH tissue

CATEGORY DATA

Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020
Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2020
Table 53 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2015-2020
Table 54 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2015-2020
Table 55 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2015-2020
Table 56 Sales of Away-From-Home Wipers by Format through Public: % Value 2015-2020
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020
Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2020-2025
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025

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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

Company response

Retailing shift

What next for tissue and hygiene?

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Tissue and Hygiene in Canada

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Canada

KEY DATA FINDINGS

2020 IMPACT

Slight volume sales growth recorded in 2020

Rise of reusable alternatives poses a threat to disposable sanitary protection

Multinational Procter & Gamble dominates sales

RECOVERY AND OPPORTUNITIES

Limited gains expected over forecast period

Working to allow more consumers to access sanitary protection is key

Private label starting to lag further behind

CATEGORY DATA

Nappies/Diapers/Pants in Canada

KEY DATA FINDINGS

2020 IMPACT

Pants sales perform best in 2020, while consumers increasingly embrace economy options during pandemic

Volume demand dwindling as Canadians are having fewer children and delaying starting a family

Kimberly-Clark extends its lead in 2020

RECOVERY AND OPPORTUNITIES

Value sales growth set to pick up despite slow volume gains

More consumers are looking for sustainable solutions

Canada’s immigration policy offers prospects to nappies/diapers/pants

CATEGORY DATA

Retail Adult Incontinence in Canada

KEY DATA FINDINGS

2020 IMPACT

Sales growth accelerates, with e-commerce activity seeing rapid development

Sales performance dynamic even before pandemic

Multinationals dominate retail adult incontinence

RECOVERY AND OPPORTUNITIES

Further high gains expected over forecast period

Making products that are cost-effective yet skin- and eco-friendly is the challenge

Private label still yet to convince most consumers

CATEGORY DATA

Wipes in Canada

KEY DATA FINDINGS

2020 IMPACT

COVID-19 intensifies demand for personal and household wipes

Wipes performing steadily before health crisis

Procter & Gamble out on its own in wipes

RECOVERY AND OPPORTUNITIES

Demand predicted to keep growing from crisis-heightened level

Smaller segments to yield further gains, supporting the dominant baby wipes category

Private label a niche but growing area

CATEGORY DATA

Retail Tissue in Canada

KEY DATA FINDINGS

2020 IMPACT

Sales boom in 2020 as consumers stockpile the hygiene essentials

Recycled toilet paper not being embraced in Canada

Local player at the summit of retail tissue in Canada