The retail tissue industry is expected to see continued growth after a temporary slowdown in 2021, driven in large part by enduring above pre-pandemic level at-home consumption and significant untapped potential in developing markets. However, as a stronger sense of health meets price sensitivity and sustainability expectations, suppliers need to balance value and quality to retain consumer loyalty and solidify their competitive foothold.
Health vigilance, increased at-home cleaning occasions, as well as positive fundamentals, such as increased incomes, urbanisation, population growth and untapped per capita potential, bode well for retail tissue’s long-term growth in developing markets, providing significant scope for versatile formats, such as paper towels.
Rising cost pressures and consumer price sensitivity have led tissue suppliers to improve supply chain efficiency via technology integration and a tiered product mix, from affordable lines satisfying the baseline expectation to premium ones offering value-added attributes.
New spending habits and health priorities have led to more consumers clamouring for product features that deliver cleaning efficacy and enhanced hygiene. This requires more proactive and transparent communications focused on mileage benefits particularly in higher priced products.
As more consumers have embraced e-commerce, having a fluid and responsive digital strategy helps companies stay informed of consumer needs and preferences, and provides closer and more timely engagement through social campaigns, recommendations and subscriptions.
Companies are highlighting holistic sustainability as part of brand strategies, focusing on themes such as environmental stewardship as components tied into better health and wellbeing. However, cost pressures require more focused thinking on priorities.
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.See All of Our Definitions
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