The paper products category had great and positive publicity during the beginning of the pandemic in 2020. Who remembers when a wave of sales by consumers concerned and nervous about the possibility of running out of tissue, considered an item luxury for most people?
Fear of what will happen if you do not have what others have (the fear of missing out) helped to increase the sale of products. Consequently, this rush to the product resulted in empty shelves at retail and a large number of jokes at television networks around the world.
Production needed to be increased, and the private label industries were gaining more space in the retail market, as consumers are looking for new sources of paper products.
It is believed that the private label industry will continue with this high demand, even when the crisis is over, as consumers have observed that the quality of these store brand and private label paper products have many similarities allowing shoppers to save dramatically.
- Nearly $3 billion in total sales of private label toilet paper for the 52 weeks ending Jan. 2 — up 24% from a year ago. — Nielsen
- Napkins generated nearly $349 million in sales for the 52 weeks ending Jan. 2, up 14.8%, and out-earning national brands, which saw $295 million in sales and an increase of only 4.8%, — Nielsen
- Private brand paper towels up 24.6% exceeding $2.2 billion in sales, compared with $4.5 billion for national brand paper towels. — Nielsen
- Toilet paper is projected to reach $13.5 billion in 2021, up 2.3% year over year. — Statista
- For the 52 weeks ended Oct. 4, 2020, dollar sales of private label toilet paper increased 22.3% compared with the same period the previous year, while sales of national brand toilet paper increased 14.4%. — IRI