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