2014 proved to be another good year for the global tissue and hygiene marketplace. While not without its risks and hiccups, the global market posted positive growth in volume and value terms in retail sales in 2014. Developing markets remained the key engines of growth. Current presentation provides a brief overview of the global and select regional performances in retail tissue and hygiene, with outlook for growth through 2019.

1. GLOBAL TISSUE & HYGIENE IN 2014 AND BEYOND
EUROMONITOR INTERNATIONAL, APRIL 2015

2. GLOBAL RETAIL MARKETPLACE
ENGINES OF GROWTH
FUTURE OUTLOOK

3. GLOBAL RETAIL MARKETPLACE
ENGINES OF GROWTH
FUTURE OUTLOOK

4. © Euromonitor International
4TISSUE & HYGIENE GLOBAL RETAIL MARKETPLACE IN 2014
Retail Tissue & Hygiene
US$174 billion
Retail Tissue
US$77 billion
Retail Hygiene
US$97 billion
US$, constant value, fixed 2014 exchange rate

5. © Euromonitor International
5HEALTHY GROWTH CONTINUES IN 2014
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
0.00
20,000.00
40,000.00
60,000.00
80,000.00
100,000.00
120,000.00
2010 2011 2012 2013 2014
Retail Hygiene Retail Tissue
Retail Hygiene % Y-on-Y growth Retail Tissue % Y-on-Y growth
 Both retail tissue and hygiene record growth in value and volumes
 Hygiene products show stronger performance
US$,million,2014fixedexchangerate
Year-on-Year%growth
Retail sales, US$ constant value

6. © Euromonitor International
6INCONTINENCE PRODUCTS IN SPOTLIGHT
-1.00
0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
2009-10 2010-11 2011-12 2012-13 2013-14
Cotton Wool/Buds/Pads Incontinence Nappies/Diapers/Pants
Sanitary Protection Wipes
Year-on-Year%growth
 In 2014, retail sales of adult incontinence recorded a 6% growth in constant US$ value
 Strong focus on light incontinence and feminine care
 Contributing to growth in emerging markets are growing acceptance of incontinence products, aided by efforts to
overcome stigma associated with the condition, evolving modern retail infrastructure, and increasing availability of
incontinence products in stores
Retail hygiene, US$ constant rsp value, % growth

7. GLOBAL RETAIL MARKETPLACE
ENGINES OF GROWTH
FUTURE OUTLOOK

8. © Euromonitor International
8DEVELOPING MARKETS ENERGIZE GLOBAL SALES
0.00 10.00 20.00 30.00 40.00
Chile
South Africa
Indonesia
Peru
Colombia
Saudi Arabia
Poland
Iran
Argentina
South Korea
Russia
Mexico
Brazil
China
Top developing markets by value, US$ bn
China accounted for 20% of global sales in retail
tissue and hygiene in 2014, remaining one of the key
participants in the global marketplace
But many smaller markets in Latin America, Middle
East, Africa, and Asia Pacific have seen increased
consumer demand, supported by urbanization,
improved sanitation infrastructure, rising incomes ,
and increased availability of more affordable
products

9. © Euromonitor International
9BRAZIL: FOURTH LARGEST MARKET GLOBALLY
0
2
4
6
8
10
12
14
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
4.50
5.00
2010 2011 2012 2013 2014
Retail Hygiene Retail Tissue
Retail Hygiene y-on-y % growth Retail Tissue y-on-y growth
 Brazil’s rapidly growing middle class pushed the demand for tissue and hygiene in retail, with consumer tastes and
product selection becoming increasingly sophisticated
 As Brazil economy slows down, pace of value growth is expected to subside while still maintaining positive trajectory
US$bn,constantvalue
Year-on-Year%growth
US$ bn, constant rsp value

10. © Euromonitor International
10MIDDLE EAST AND AFRICA: WORLD OF OPPORTUNITIES
-5.00
0.00
5.00
10.00
15.00
20.00
2009-10 2010-11 2011-12 2012-13 2013-14
Egypt Israel Tunisia
United Arab Emirates South Africa Kenya
Morocco Saudi Arabia Iran
Nigeria Algeria Cameroon
2009, Nigeria, retail diapers
% company value share
Wemy
Industries
Ltd, 3%
2014, Nigeria, retail diapers,
% company value share
Wemy
Industries
Ltd, 6%
 While not all markets perform equally
well, on the whole the region of
Middle East and Africa (MEA)
generated additional US$2.5 billion in
retail sales of tissue and hygiene
between 2004 and 2014
 International brands play an
important role in MEA. However,
many domestic manufacturers have
seen steady expansion, adding to the
widening choice of available and
affordable products
Retail sales, y-on-y % constant value growth, US$, fixed 2014 exchange rate

11. GLOBAL OVERVIEW
ENGINES OF GROWTH
FUTURE OUTLOOK

12. © Euromonitor International
12POSITIVE GROWTH AHEAD
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
4.50
5.00
2014-15 2015-16 2016-17 2017-18 2018-19
Retail Hygiene Retail Tissue
Global tissue and hygiene, retail sales forecast , % y-on-y value growth
%y-on-yconstantvaluegrowth
Retail tissue and hygiene will continue to see positive growth ahead, with developing markets fuelling global demand

13. © Euromonitor International
132015 INNOVATION: A GLIMPSE OF THINGS TO COME
Kleenex partners with fashion designer Betsey Johnson
Poise Thin-Shape Pads for light incontinence
Bounty Kitchen Towels with Dawn

14. THANK YOU
Svetlana Uduslivaia
Head of Tissue and Hygiene
Euromonitor International
Chicago
1-312-922-1115 ext. 8302
E-mail: Svetlana.Uduslivaia@Euromonitor.com

15. © Euromonitor International
15
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