Led by paper towels, all categories of retail tissue are projected to see moderate, but steady retail volume sales growth through the forecast period. Faster retail value (constant 2022 prices) than volume growth is expected, partly due to inflationary pressures.
While supply issues and rising costs of raw materials, production and transportation are expected to exert upward pressure on prices, new product development and innovation are also set to push up retail value sales. Retail tissue is anticipated to see more line extensions in paper towels and napkins, in particular, and special product designs and scents for toilet paper.
Brand owners are expected to remain very active in terms of promotions. They aim to use such initiatives to remain front-of-mind and gain the preference of consumers in an increasingly competitive environment.
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This report originates from Passport, our Retail Tissue research and analysis database.