There was a significant rise in tourist inflows to Greece in 2018, increasing the footfall in horeca outlets and thereby increasing demand for away-from-home tissue products. Volume sales increased in 2018 and are expected to grow further during 2018-2023, given that forecasts for tourism in Greece are very optimistic.
Economy away-from-home tissue is mature. Having posted strong growth during the country’s recession when operators were forced to trade down, the penetration of economy products within away-from-home tissue is already very high, allowing little room for further growth.
Small-scale business operators in Greece rarely purchase away-from-home tissue directly from manufacturers and wholesalers. It is common practice to visit modern grocery retailers for small-ticket purchases or cash and carries where purchases can be made at wholesale prices.
With operators under pressure to reduce operating costs, including their budgeting for tissue products, the prevailing trends in away-from-home tissue and hygiene favour economy brands. Domestic manufacturer Eurochartiki SA remained the leading player in away-from-home tissue in 2018 as its prices are competitive.
Numerous small local producers operate as suppliers of away-from-home tissue in Greece, most of them with regional coverage. Furthermore, private label tissue is widely purchased by small-scale operators across business, foodservice and lodging as an economy alternative to products designed for professional use.
Maxi Hellas and Hart Hellas, both present in the economy segment, are key players in away-from-home tissue. With their competitive pricing, both companies posted an increase in sales, benefiting from rising demand for low-cost tissue supplies, and gained share in away-from-home tissue in 2018.
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This industry report originates from Passport, our Tissue and Hygiene market research database.