The global pandemic caused a seismic shift in the tissue industry. Most of 2020 found tissue manufacturers scrambling to keep up with pandemic-related product demand, and nearly all tissue categories saw significant growth.
COVID-19 lockdowns skewed consumer buying preferences toward ecommerce, where smaller brands gained competitive traction. Consumers found private label toilet paper and facial tissue as viable solutions for affordability, quality, and value. For the fiscal year ending October 4, 2020, private label toilet paper sales in North America increased 22.3%, compared to 14.4% for national brands.1