The retail tissue market in Türkiye, including toilet paper, paper tableware and tissue paper, has grown rapidly in the past decade despite a relatively low base. In 2021, the per capita expenditure of each household on retail tissue will be slightly more than $28, which makes Türkiye similar to Brazil and Colombia, but slightly lower than the world average of $39 in the same year.

Although the scale of market growth is amazing – sales value more than doubled in just five years (2016-2021) – this is also a symptom of Türkiye’s domestic economy under the background of sustained inflation. From a constant point of view, this growth rate is relatively moderate, with a compound annual growth rate of 4% in the same period.

The economic pressure in 2022 will be closely related to a more radical inflation surge, which will have a far greater impact on consumer activities than paper towels and sanitary products. For some enterprises in the retail tissue field, this means a blow to the profitability and competition of their own brands, especially with the rise of discount stores.