Voice of the Industry: Tissue and Hygiene

March 2021

The Voice of the Industry survey of professionals in the consumer tissue and disposable hygiene industries, fielded in December 2020, reveals a number of headwinds and growth dynamics recorded by companies in 2020, as well as expectations of short- mid-, and long-term developments in the post-COVID market – from production and supply to shifts in consumer spending and the impact of certain trends, such as private label, ethical brands and digitalisation, during and after the pandemic.

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Key Findings

Top findings from Euromonitor International’s Tissue and Hygiene Voice of the Industry survey include:

According to industry professionals in the disposable hygiene industry, the COVID-19 pandemic has had a moderate positive impact on sales. Meanwhile, the industry professionals with a main focus on consumer tissue confirm a significant positive impact on sales, especially in the first half of 2020.

One of the biggest changes in retail distribution is tied to e-commerce, with eight out of 10 industry professionals in both disposable hygiene and consumer tissue indicating that e-commerce gained significantly in 2020, including click-and-collect.

Future sales expectations among industry professionals remain on the whole optimistic, though to a more modest degree compared to the surge in 2020. The impact of COVID-19-driven trends on sales is expected to diminish significantly in the long term.

Private label, value products and discounts are expected to remain influential in the post-COVID-19 era. At the same time, ethical products and brands are expected to gain more prominence in the post-COVID-19 environment.


Voice of the Industry: Tissue and Hygiene snapshot

Key Trends Impacting the Industry

Transportation and supply shortages top short-term agenda
COVID-19 bolstered interest in private label and affordability
Affordability stays, ethical brands gain further post-COVID-19

Sales Forecasts

Spike in growth in early 2020, levelling off towards the end of 2020

Shifts in Consumer Behaviour

E-commerce and discount retail gain in COVID-19 environment
Consumer tissue is regarded as essential by consumers

Industry Innovations

Ethical brand remain influential
The Cheeky Panda continues to grow during the pandemic
Neiwai disrupts disposable sanitary protection with reusables

About Voice of the Industry

About Euromonitor International’s Voice of the Industry survey series


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