Euromonitor’s quarterly update indicates a marginal upgrade to global retail tissue and hygiene sales forecasts, with a number of markets showing continued improvements. However, uneven recovery and political turmoil remain on the agenda, with potential risks to the pace of growth in the short- to mid-term. This report provides the latest updates to projections, analyses a number of risk scenarios to assess the potential impact on industry sales, and looks at the latest innovation strategies.
Euromonitor’s quarterly update indicates a marginal upgrade to global retail tissue and hygiene sales forecasts, with a number of markets, such as Egypt, showing continuing improvements in macroeconomic parameters and projections, which are expected to translate into rising consumer confidence and a return to spending.
However, improved projections and indications of steady growth ahead are not expected to benefit all brands. Competitive pressures continue to rise and challenge further key global brands – from disruptors coming from outside of the industry realm, including changing family planning and environmental concerns, to the evolution of affordable products and brands in key developing markets.
The current forecast update points to continuing growth in China, as well as steady trends in the US and Canada; albeit still comparatively slow. However, the persistent threat of trade wars remains on the agenda. Despite the recent agreement with Canada and Mexico, tariffs are yet to be formally removed. Recent talks with China are yet to eliminate the risk of trade wars. The forecast scenario indicates, however, that US-Canada trade relations are likely to have a stronger negative impact on industry sales than trade wars with China, mainly due to the changing supply chain for tissue products in the US.
In a challenging environment, especially for key players in developed markets, innovation remains the key to driving brand dynamics. Recently, the path of innovation also turned to accepting disruptors as possible growth drivers, such as the 2018 launch of a menstrual reusable cup by Procter & Gamble under the Tampax brand.
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