Despite economic challenges, the global consumer tissue market continues to grow in both developed and developing markets. The pace of growth will, however, decelerate in developed regions post-COVID-19, highlighting the need for meaningful innovation, and will shift organic growth back to developing regions. Amid consumer price sensitivity and private label gains, the industry is seeing innovation on a number of fronts, including manufacturers adopting an ethical and sustainable positioning.
With developing markets still behind in income levels, and developed regions feeling the economic impact of COVID-19, affordability is high on the agenda in tissue products, with value for money often taking priority over a premium positioning.
As more consumers embrace e-commerce, rising D2C brands’ multi-faceted approach to building a purpose-led identity that embodies not only unique product features, but also authenticity, sustainability and wellness, will become more entrenched in future branding.
Consumers’ growing health concerns and hygiene awareness have prompted tissue players to dial up manufacturing transparency, as well as multifunctional cleaning and skin care properties in ingredient formulations and brand communications.
Private label is a significant player in developed markets and has gained traction in some growth markets. Increased availability across retail networks, particularly discounters, and consumers’ growing price sensitivity have favoured this segment worldwide.
Sustainability stayed relevant even during the pandemic, and continues to drive new product development and positioning. With it still being an untapped area, or limited in some areas of the global industry, the opportunities range from alternative fibres to overhauls in supply chain and environmental certification.
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