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Tissue and Hygiene in Canada

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    Report

  • 52 Pages
  • March 2023
  • Region: Canada
  • Euromonitor International
  • ID: 2507471
2022 saw a partial recovery of Canada’s economy, thanks to supply chain improvements, the lifting of pandemic-related restrictions and employment improvement, as well as recovering immigration inflows. Such recovery lent strength to the away-from-home channel, while softening some retail demand.

The analyst's Tissue and Hygiene in Canada report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2018-2022, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Tissue and Hygiene market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

TISSUE AND HYGIENE IN CANADA

EXECUTIVE SUMMARY
  • Tissue and hygiene in 2022: The big picture
  • 2022 key trends
  • Competitive landscape
  • Retailing developments
  • What next for tissue and hygiene?
MARKET INDICATORS
  • Table 1 Birth Rates 2017-2022
  • Table 2 Infant Population 2017-2022
  • Table 3 Female Population by Age 2017-2022
  • Table 4 Total Population by Age 2017-2022
  • Table 5 Households 2017-2022
  • Table 6 Forecast Infant Population 2022-2027
  • Table 7 Forecast Female Population by Age 2022-2027
  • Table 8 Forecast Total Population by Age 2022-2027
  • Table 9 Forecast Households 2022-2027
MARKET DATA
  • Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
  • Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022
  • Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2018-2022
  • Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2019-2022
  • Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2017-2022
  • Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2017-2022
  • Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2022
  • Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2022-2027
  • Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2022-2027
DISCLAIMER

SOURCES
  • Summary 1 Research Sources
SANITARY PROTECTION IN CANADA

KEY DATA FINDINGS

2022 DEVELOPMENTS
  • Financial pinch weighs on consumption growth despite recovering demand
  • Pantyliners leads growth, while tampons lags
  • New launches reinforce the shift towards cleaner ingredients and purpose-driven branding
PROSPECTS AND OPPORTUNITIES
  • Population gain, income recovery and awareness-building underpin long-term growth
  • Further innovations should fasten the function-sustainability tie, with clear value proposition
  • Digital space offers opportunities for customer engagement and brand-building, yet bricks-and-mortar rules the day
CATEGORY DATA
  • Table 19 Retail Sales of Sanitary Protection by Category: Value 2017-2022
  • Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2017-2022
  • Table 21 Retail Sales of Tampons by Application Format: % Value 2017-2022
  • Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2018-2022
  • Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2019-2022
  • Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2022-2027
  • Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2022-2027
NAPPIES/DIAPERS/PANTS IN CANADA

KEY DATA FINDINGS

2022 DEVELOPMENTS
  • Nappies/diapers sees a slight rebound, while disposable pants posts the strongest growth
  • Brands continue gaining share, given recognition, innovations and segmentation strategies
  • Digital sphere gains a foothold amongst shoppers for nappies/diapers
PROSPECTS AND OPPORTUNITIES
  • Sluggish birth rate underpins soft outlook for nappies/diapers, while lifestyle shift upends disposable pants
  • Value positioning comes to the fore, while performance and sustainability features drive brand differentiation
  • Digital presence becomes an integral part of channel strategy
CATEGORY DATA
  • Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2017-2022
  • Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2017-2022
  • Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2018-2022
  • Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2019-2022
  • Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2022-2027
  • Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2022-2027
RETAIL ADULT INCONTINENCE IN CANADA

KEY DATA FINDINGS

2022 DEVELOPMENTS
  • Ageing and awareness-building continue driving growth
  • Household names remain top shareholders, while insurgents gain through digital channels
  • Direct-to-consumer business model gains momentum
PROSPECTS AND OPPORTUNITIES
  • Healthy fundamentals drive incontinence market growth, with light format seeing slightly stronger momentum
  • Functionality and sustainability fuel further innovation, while alternatives heed value positioning
  • Discreetness and convenience will bode well for long-term e-commerce growth in retail adult incontinence
CATEGORY DATA
  • Table 32 Sales of Retail Adult Incontinence by Category: Value 2017-2022
  • Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2017-2022
  • Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2018-2022
  • Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2019-2022
  • Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2022-2027
  • Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2022-2027
WIPES IN CANADA

KEY DATA FINDINGS

2022 DEVELOPMENTS
  • Demand for home care wipes softens, with brands regaining strength
  • General purpose wipes witnesses demand softening, yet antibacterial/sanitising property remains in demand
  • Baby, intimate and moist toilet wipes sustain growth, while facial cleansing wipes posts partial recovery
PROSPECTS AND OPPORTUNITIES
  • Heightened cleaning routines uphold consumption of anti-virus/bacteria wipes
  • Where cleaning efficacy and user-friendliness meet is a sweet spot
  • Sustainability charges further innovations and competition
CATEGORY DATA
  • Table 38 Retail Sales of Wipes by Category: Value 2017-2022
  • Table 39 Retail Sales of Wipes by Category: % Value Growth 2017-2022
  • Table 40 NBO Company Shares of Retail Wipes: % Value 2018-2022
  • Table 41 LBN Brand Shares of Retail Wipes: % Value 2019-2022
  • Table 42 Forecast Retail Sales of Wipes by Category: Value 2022-2027
  • Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2022-2027
RETAIL TISSUE IN CANADA

KEY DATA FINDINGS

2022 DEVELOPMENTS
  • Inflationary pressures boost demand for private label retail tissue
  • Manufacturers strengthen supply chain efficiency to combat challenges and cost pressures
  • Performance, comfort and sustainability drive further innovations and premiumisation
PROSPECTS AND OPPORTUNITIES
  • Paper towels and toilet paper drive long-term category performance
  • Cost pressures inform further portfolio segmentation and efficiency improvements
  • Sustainable packaging and recyclable fibre sourcing constitute key areas for innovation
CATEGORY DATA
  • Table 44 Retail Sales of Tissue by Category: Value 2017-2022
  • Table 45 Retail Sales of Tissue by Category: % Value Growth 2017-2022
  • Table 46 NBO Company Shares of Retail Tissue: % Value 2018-2022
  • Table 47 LBN Brand Shares of Retail Tissue: % Value 2019-2022
  • Table 48 Forecast Retail Sales of Tissue by Category: Value 2022-2027
  • Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2022-2027
AWAY-FROM-HOME TISSUE AND HYGIENE IN CANADA

KEY DATA FINDINGS

2022 DEVELOPMENTS
  • Away-from-home tissue recovers more fully as the economy reopens
  • Away-from-home wipers sees much weaker yet positive growth, supported by heavy usage through healthcare channel
  • Away-from-home adult incontinence sees slightly softened yet strong momentum, given the ageing trend and pandemic-induced hospitalisations
PROSPECTS AND OPPORTUNITIES
  • Paper tableware expects strongest recovery, with per capita consumption reaching pre-pandemic level towards end of forecast period
  • Automated cleaning technologies could dampen demand for away-from-home wipers
  • Ageing, income support and away-from-home care investments underpin long-term growth of away-from-home adult incontinence
CATEGORY DATA
  • Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2017-2022
  • Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2017-2022
  • Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2017-2022
  • Table 53 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2017-2022
  • Table 54 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2022
  • Table 55 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2022-2027
  • Table 56 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2022-2027