2023 was a year of demand recovery in consumer tissue. However, elevated inflation has led to diverging performance in value and volume sales across tissue categories, most notably in paper towels and paper tableware. Such divergence, underpinned by inflation-induced consumption rationing and trade-outs, reflects a new consumer reality where the focus is firmly on affordability, value, and cost of living. While key fundamentals such as real disposable income recovery and population growth will sustain the resilience of consumer tissue demand, this value-centric economic reality will likely sustain a lifestyle pursuit towards simplicity, which will shape tissue’s preference and businesses’ value creation. Euromonitor International has summarised four manifestations of simplicity shift in consumer tissues – back to basics, blurring wellness, digital rewire and affordable sustainability. Back to basics Consumers are accelerating recessionary behaviours to cope with the rising cost of living, demonstrating a growing desire for back to basics. Back to [...]

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