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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Canada

Apr 2019

US$2,650

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Executive Summary

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Well-established market helps tissue and hygiene to register growth

Tissue and hygiene in Canada recorded stable current value growth due to steady demand, largely contributed to by the products’ nature and usage. Although sales are highly dependent on factors such as the country’s population growth and fertility rate, which appears to be in decline due to changing lifestyles and the decision by some Canadian women to postpone childbirth due to high costs, these have not proven to be detrimental to growth of tissue and hygiene due to the higher penetration rates of households.

Rising costs of raw materials to impact product pricing

Tissue and hygiene was affected by the all-time high costs of raw materials, especially pulp, which is the major substance used. The global demand for pulp has impacted leading players such as Kimberly-Clark and Procter & Gamble.

Stronger prospects for private label pressure leaders

Although Canadian tissue and hygiene is led by international players such as Procter & Gamble and Kimberly- Clark in several categories, maintaining their leadership has been challenged by the presence of many private label products such as President’s Choice, Kirkland, Compliments and Life. Private label has been able to intensify competition by introducing similar quality products to those of established players.

E-commerce is growing in Canada

The country with high penetration of internet access is finally embracing digital consumption. One-time or first-time consumers are swiftly converting to become frequent online shoppers.

Immigrant population to boost sales

Since the natural increase of the Canadian population has been diminishing due to the lower fertility rate and increased ageing population, one possible solution is expected to be through immigration. The Government of Canada hopes that with increasing immigration, it will not only help the country’s population to grow but also prevent the fertility rates from dipping below 2.

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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

Well-established market helps tissue and hygiene to register growth

Rising costs of raw materials to impact product pricing

Stronger prospects for private label pressure leaders

E-commerce is growing in Canada

Immigrant population to boost sales

MARKET INDICATORS

Table 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Canada

HEADLINES

PROSPECTS

Canada-China Year of Tourism to boosts sales

Choosing restaurants over the kitchen to promote away-from-home tissue

Ageing population continues to drive sales AFH adult incontinence

COMPETITIVE LANDSCAPE

Cascade renames away-from-home division to Cascade Pro

Essity becomes the second largest player in the North American region

KP Tissue Inc’s AFH sales declines in 2018

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2014-2018
Table 22 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2013-2018
Table 23 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2013-2018
Table 24 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2013-2018
Table 25 Sales of Away-From-Home Wipers by Format through Public: % Value 2013-2018
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 27 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 29 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in Canada

HEADLINES

PROSPECTS

Falling fertility rate triggers concern

Pressure on immigration to drive sales

Endless innovation to influence demand

COMPETITIVE LANDSCAPE

Promotions support Kimberly-Clark’s leadership

Procter & Gamble to expand into natural products

Private label to pose tough competition to leading players

CATEGORY DATA

Table 30 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 31 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 32 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 33 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 35 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in Canada

HEADLINES

PROSPECTS

Ageing population drives demand for retail adult incontinence

Retail adult incontinence extends beyond ageing population

Innovation helps to drive sales of retail adult incontinence

COMPETITIVE LANDSCAPE

Kimberly-Clark maintains leadership position

Strong opportunity for private label

CATEGORY DATA

Table 36 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 37 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 38 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 39 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 40 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 41 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in Canada

HEADLINES

PROSPECTS

Rising raw materials costs place pressure on tissue prices

Convenience of wipes has negative impact on facial tissues

Despite increasing focus, green products register marginal growth

COMPETITIVE LANDSCAPE

Kimberly-Clark trusts innovation to push sales

Private label remains contender to branded players

Bounty and Charmin to be impacted as Canada denies tariff exemptions

CATEGORY DATA

Table 42 Retail Sales of Tissue by Category: Value 2013-2018
Table 43 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 44 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 45 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 46 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 47 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Sanitary Protection in Canada

HEADLINES

PROSPECTS

Stagnating population of women flattens growth of sanitary protection

Large pack sizes promote sales

Niche reusable sanitary protection to challenge category in longer term

COMPETITIVE LANDSCAPE

“Period poverty” in Canada helps Procter & Gamble to boost its image

Local Canadian start-ups are serious about organic tampons

Fewer opportunities for private label in sanitary protection

CATEGORY DATA

Table 48 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 49 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 50 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 51 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 52 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 53 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 54 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in Canada

HEADLINES

PROSPECTS

Growing preference for wipes supports category’s growth

Declining fertility rate to affect baby wipes in longer term

Facial cleansing wipes registers steady demand

COMPETITIVE LANDSCAPE

Players use new launches to retain share

Private label gaining stronger presence

International players dominate all purpose cleaning wipes

CATEGORY DATA

Table 55 Retail Sales of Wipes by Category: Value 2013-2018
Table 56 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 57 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 58 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 59 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 60 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023

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Megatrends

Country Report

Tissue and Hygiene in Canada

New Report Guarantee

Executive Summary

New Report Guarantee

Well-established market helps tissue and hygiene to register growth

Rising costs of raw materials to impact product pricing

Stronger prospects for private label pressure leaders

E-commerce is growing in Canada

Immigrant population to boost sales

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

Well-established market helps tissue and hygiene to register growth

Rising costs of raw materials to impact product pricing

Stronger prospects for private label pressure leaders

E-commerce is growing in Canada

Immigrant population to boost sales

MARKET INDICATORS

MARKET DATA

SOURCES

Away-From-Home Tissue and Hygiene in Canada

HEADLINES

PROSPECTS

Canada-China Year of Tourism to boosts sales

Choosing restaurants over the kitchen to promote away-from-home tissue

Ageing population continues to drive sales AFH adult incontinence

COMPETITIVE LANDSCAPE

Cascade renames away-from-home division to Cascade Pro

Essity becomes the second largest player in the North American region

KP Tissue Inc’s AFH sales declines in 2018

CATEGORY DATA

Nappies/Diapers/Pants in Canada

HEADLINES

PROSPECTS

Falling fertility rate triggers concern

Pressure on immigration to drive sales

Endless innovation to influence demand

COMPETITIVE LANDSCAPE

Promotions support Kimberly-Clark’s leadership

Procter & Gamble to expand into natural products

Private label to pose tough competition to leading players

CATEGORY DATA

Retail Adult Incontinence in Canada

HEADLINES

PROSPECTS

Ageing population drives demand for retail adult incontinence

Retail adult incontinence extends beyond ageing population

Innovation helps to drive sales of retail adult incontinence

COMPETITIVE LANDSCAPE

Kimberly-Clark maintains leadership position

Strong opportunity for private label

CATEGORY DATA

Retail Tissue in Canada

HEADLINES

PROSPECTS

Rising raw materials costs place pressure on tissue prices

Convenience of wipes has negative impact on facial tissues

Despite increasing focus, green products register marginal growth

COMPETITIVE LANDSCAPE

Kimberly-Clark trusts innovation to push sales

Private label remains contender to branded players

Bounty and Charmin to be impacted as Canada denies tariff exemptions

CATEGORY DATA

Sanitary Protection in Canada

HEADLINES

PROSPECTS

Stagnating population of women flattens growth of sanitary protection

Large pack sizes promote sales

Niche reusable sanitary protection to challenge category in longer term

COMPETITIVE LANDSCAPE

“Period poverty” in Canada helps Procter & Gamble to boost its image

Local Canadian start-ups are serious about organic tampons

Fewer opportunities for private label in sanitary protection