Global
Tissue and Hygiene Markets
Global Tissue and Hygiene Markets
Howard Telford, Research Associate of
Euromonitor International (USA) observed that the global tissue and hygiene
retail markets were immune to the recession and apparently detached from the
core economic trends. However the global
picture hid stasis in North America and Western Europe which had been offset by
growth in the emerging markets where population and incomes were still
growing. Between 2005 and 2010:
·
Global $ growth of 32.4% was made up of an emerging
market growth of 75% and a developed market growth of 12%.
·
Highest growth rates (11-12%) were in Latin
America, the Middle East and Eastern Europe.
Asia Pacific as a whole grew 7.5%.
·
The USA was still the largest market ($26bn) but
China ($18bn) is catching up fast with 9.2% per annum growth.
·
China has accounted for 80% of the Asia/Pacific
growth, but India hardly progressed.
·
P&G ($25.3bn at retail globally) were the
largest supplier. K-C was second at
$23.3bn and SCA third at $6.3bn.
·
Both P&G and K-C had grown at 4.5% p.a. over
the 5-year period, but for 2009-10, P&G showed 5.4% growth against K-C’s
4.3%.
·
All major manufacturers grew through
repositioning their presence in emerging markets with China being the key
target.
·
Private label remains over-dependent on mature
markets, especially Europe which has seen both low growth and a resurgence of
brands in 2010.
·
Supermarket and Hypermarket sales still
dominate, but Internet sales are now growing at 25% per year and in Korea the
internet accounts for 45% of diaper sales.
·
Incontinence products have grown at 40% p.a.
from a low base in developed markets and appear unaffected by economic
instability.
For
the future, considering the 2010-15 period:
