Tissue Innovation in Asia Pacific: Focus on Premium and Sustainable

Asia Pacific is the most important regional market

Asia Pacific is currently the world’s largest and fastest-growing market for retail tissue, accounting for close to 40% of global sales in volume terms. The region asa whole has rich potential for growth, as per capita consumption of retail tissue is low in comparison with other regions.

Premiumisation takes hold in the region

Manufacturers are targeting the expanding middle- to high-income segment through high-quality, value-added products with a luxurious feel and other added features. Rising incomes and the desire to trade up to premium goods, as well as the evolving needs and habits of consumers in Asia Pacific, are driving demand for tissue products which are thicker, softer and stronger.

Consumers demand convenience

Products that address the need for convenience and provide savings in time and effort hold a strong competitive advantage for the busy consumer lifestyles of today, especially among consumers in higher income brackets.

Third-party safety certification will be a key purchasing criterion

Manufacturers are racing to obtain local and international third-party safety certificates in response to fears about chemicals and additives in consumer products. Going forward, third-party safety certification will become a key purchasing criterion, and many consumers will be prepared to pay a price premium for the added reassurance that products are safe to use.

Sustainability under the spotlight

Manufacturers in Asia Pacific are capitalising on sustainable pulp sources such as bamboo and straw instead of offering recycled pulp products. Rising environmental awareness will benefit brands that offer eco-friendly products and have strong sustainability credentials.