The map above shows the estimated incremental value growth in the tissue and hygiene industry between 2013 and 2018. This includes toilet paper,
Sanitary Protection, nappies/diapers/pants and incontinence products.
The map is a little dated as it was originally published back in 2014 and there doesn’t appear to have updated since then. The map shows which type of product people in each country spend the most money on.
Here’s what Euromomtior had to say about 3 of the categories:
Toilet Paper
Apart from strong volume growth in developing countries, the category benefits from consumers beginning to trade up. With the global economy seemingly recovering, private label sales in mature markets appear to have reached a ceiling. Also, wet toilet tissue is gaining momentum.
Nappies/Diapers/Pants
The category will remain the key generator to global growth adding a further US$22 billion by 2018. Surprisingly, developed countries, such as Germany, are seeing relatively high growth. Negative volume growth can be offset by consumers trading up to pull-up pants.
Incontinence
Despite a large 65+ population in some emerging markets such as China, growth will predominantly be driven by developed markets with disposable incomes of US$10,000+. The key to higher category growth will be raising product awareness and normalising consumption.
Still looking for toilet paper? Fortunately, Amazon is still selling some.
You can also check out our not entirely serious guide to the 10 Best Toilet Paper Deals You Buy Online From Amazon.
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