AFH tissue is tracking an uneven path towards a new norm, amid cost and supply challenges. Socioeconomic-led market prospects, B2B environment and consumer lifestyle trends will collectively shape future AFH demand and innovations. By weighing, comparing and contextualising these demand drivers across a set of key AFH markets, the report examines country-specific nuances to help AFH businesses across value chain spot growth pockets, prioritise resources and navigate path to purchase.
This report comes in PPT.
As AFH tissue resettles into growth, an opportunity scorecard index offers a simplified first step to understand the combined effect of demand drivers from macro socioeconomic factors to consumer spending propensity, lifestyles and B2B environment, unpacking the “why” behind long-term industry performance across markets beyond short-term forecasts.
While consumer spending remains weak in 2024 despite slowing inflation, robust opportunities in the long run are likely to be found in developing Asia such as India, China and Southeast Asia, thanks to a rising middle class, disposable income growth, tourism rebound and improved hygiene infrastructure and practice.
Consumer lifestyles such as remote work, hygiene maintenance intensity and spending propensity in the core horeca channel underpin AFH tissue use occasions, desired product features, willingness to spend and ultimately innovations. Growing spend on luxury hotels in Asia and parts of Middle East and Africa, for example, presents opportunities for premium tissues.
With businesses being AFH tissue’s immediate customers, financial health of B2B sectors and readiness of public infrastructure such as sanitation and waste management also influence AFH tissue demand. While hospitality remains the key contributor to AFH tissue consumption, healthcare and offices bear much unmet potential and require sharpened product targeting.
Technologies are reshaping how businesses shop and operate, setting foundation for digitisation across B2B sectors in especially developed markets such as the US, Germany and South Korea and transforming AFH tissue players’ selling journey and product portfolio, with e-commerce and smart technologies gaining relevance.
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
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