Current situation and trend analysis of the hottes

2022-09-27
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Current situation and trend analysis of the global household paper market

release date: Source: China paper media (song Wenqi) number of Views: 2608 copyright and disclaimer

core tip: the size of the global household paper market, the market value of the global household paper industry is about $79billion (2018), Including household retail Household Paper (at, at household paper) and public/commercial

the market value of the global household paper industry is about $79 billion (2018), including household retail Household Paper (at, at household paper) and public/commercial household paper (AFH, away from household paper)

as shown in Figure 1 and Figure 2, the market value and sales volume of the global household paper industry have shown a steady growth trend, and both the household retail and commercial household paper markets are relatively optimistic. The growth of the household paper industry is closely related to the improvement of the global average living standard and the improvement of living conditions. Although the markets in developed countries have been basically saturated and the growth potential is small, the rise of emerging markets continues to inject new vitality into the industry demand. The emergence of diversified sales models such as e-commerce and DTC model facing consumers also stimulates the development of the household paper industry

the development level of household paper in various regions of the world is uneven

as shown in Figure 3, due to differences in economic development level and living habits, the development level of household retail Household Paper Market in all continents of the world is different. Among them, due to population advantages and more emerging markets, retail household paper sales in the Asia Pacific region account for 33% of the global total, followed by North America, Western Europe, Latin America, Eastern Europe, the Middle East and Africa, and Oceania. Among them, the markets in Western Europe and North America are relatively mature with relatively small development potential, while the market development potential in the Asia Pacific region, especially in Southeast Asia and Africa, is the largest

the household paper market in the Asia Pacific region is huge, of which Southeast Asia is the fastest-growing market. Due to the large number of emerging countries and the growing middle class, the market still has great growth potential in the future. The development trend of household paper in the Asia Pacific region is as follows:

first, with the growing middle class, various household paper brands continue to innovate, hoping to attract middle and high-income groups through higher quality products

second, consumers are increasingly concerned about the environment and climate change, and tend to use environmentally friendly products. Manufacturers continue to launch environmentally friendly household paper. Third party safety certification is an important purchase standard, which can ensure the safety of products. Many consumers are willing to spend more money to buy safe and assured products

third, household paper enterprises in the Asia Pacific region continue to expand fiber types and adopt more sustainable fibers, such as bamboo and straw

the development level of African tissue market is generally low, but it grows rapidly. As shown in Figure 4, as a country with a high level of development, South Africa's retail tissue sales are significantly higher than those of other African countries, followed by Nigeria, Angola, Kenya, Tanzania, C919 large passenger aircraft development adhere to the airworthiness first principle, Asia, C ô te d'Ivoire, Ghana, Uganda, Cameroon, Ethiopia, etc

the field of household paper in Africa has the following development trends:

first, the industry has great market potential. Except Angola, other African countries are growing. It is expected that by 2023, the demand and sales of household retail household paper will increase

second, at present, Africa's per capita paper consumption is low, and there is still great potential to be tapped. In addition, the gradual improvement of the macro economy and the industry's efforts to improve product awareness and purchase convenience contribute to the growth of household paper sales in African countries

third, there are still great risks in the African market. For example, some products are too cheap, profits are extremely low, and economic and political instability will lead consumers to reduce living expenses, which is not conducive to the development of the industry

new trends in industry development

(1) private brands have sprung up

in the global retail tissue market, private brands account for 21% of the market share (Figure 5), even surpassing many global well-known brand products. At present, the sales volume of its own brand market mainly comes from Western Europe and North America. Amazon launched its own brand of household paper "presto!" After that, many e-commerce platforms are also eager to make further use of e-commerce platforms by setting up their own brand products. In 2018, private brands in the United States accounted for 27% of the national retail sales of household paper, while the proportion in Western Europe was even greater, while the share of private brand toilet paper in Russia even more than doubled in the past five years. In the future, the share of private brands in developing countries is also likely to rise gradually. The flexible sales mode of private brands and good innovation, coupled with the e-commerce and direct consumer oriented business model, make it have a clearer development prospect

at present, the macro-economy is weak, the degree of economic recovery is uneven, and products with high cost performance are particularly favored by the market. Private brands are good at "going down" and closing the distance with consumers. Compared with traditional advantageous brands, private brands have lower costs and obvious price advantages

therefore, the rising share of private brands has brought great pressure to brand product manufacturers. However, this does not mean that the products of traditional advantageous brands will be in adverse competition. Due to their excellent performance, traditional advantageous brands continue to innovate products, produce more value-added products in advantageous fields such as medium and high-end, and further tap the potential value of fixed customer groups

(2) emerging markets are growing rapidly, and China will remain at the leading level

the growth frontier of the global toilet paper market continues to shift. With the maturing markets in Western Europe and North America, Asian and African countries are expected to be in the forefront of growth, and demand and sales will grow rapidly, including India, Vietnam, Kenya, Cameroon, Algeria, Morocco and other countries. By 2023, China will still be the country with the largest sales of household paper in the world

(3) sustainable development is the general trend of the industry

with the global attention to the climate and environment, and the shortage of fiber raw materials being frequently mentioned, sustainable development has become one of the focuses of the industry. The industry is trying to explore the potential of new materials and develop non wood pulp products as a supplement. Western Europe pays the highest attention to sustainable development and is the first to mention it, so consumers also prefer environmentally friendly products. However, because this awareness has a long history and brands have generally paid attention to the significance of sustainable development, the Western European market needs to seek more highlights to attract consumers. In many emerging markets, the causes and troubleshooting of such failures caused by environmentally sustainable products: (1) the poor installation of hardness testers is still a hot spot for brands to attract consumers

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