Market Report, "Retail Tissue in Hungary", published

As the spending power of a large proportion of consumers is still quite weak, and key retail tissue products are considered essential, it is hard to attain dynamic growth rates. However, customers did not give up their habits and they maintained their volume consumption of retail tissue products. Customers are price sensitive and they are looking for products with the best price/value ratio, which could benefit private label. In retail tissue and hygiene, private label’s retail sales shares are highest in retail tissue categories, though private label was also unable to realise dynamic growth rates in 2012. Retail volume sales stagnated in 2012 as the average unit price increased slightly. Thus customers felt unable to raise their consumption significantly.

Competitive Landscape

Forest Papir leads retail tissue with a 17% share of retail value sales in 2012. The company is present in all retail tissue categories with a wide range of products; it offers products in all price segments. Forest Papir aims to fulfil the needs of a wide customer base with its key brands: Kamilla, Forest and Bianka. The player offers good quality products at affordable prices. A large part of its turnover comes from toilet paper, where Kamilla and its other brands accounted for a 49% share of company value sales in retail tissue.

Industry Prospects

Retail tissue is not expected to see dynamic sales growth over the forecast period. The spending power of customers will improve only slowly while toilet paper and tissues have long been regarded as essential products. Thus customers are unlikely to significantly increase their consumption, even if they have more disposable income. Over the forecast period, retail value and volume growth will be driven by lower-priced or best price/quality products, which will benefit especially private label players.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Retail Tissue industry in Hungary with research from Euromonitor’s team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you’re in the Retail Tissue industry in Hungary, our research will save you time and money while empowering you to make informed, profitable decisions.

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Reasons to Get this Report

Product coverage: Kitchen Towels, Paper Tableware, Tissues, Toilet Paper.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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