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Strategy Briefing

Private Label Premiumisation in Tissue and Hygiene: Balancing Quality and Price

Jan 2016

US$1,325

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About This Report

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Private label tissue and hygiene products have captured a significant share of sales across Western Europe and North America, and are seeing growth in developing markets. This analysis looks at private label strategies in the developed world, focusing on premiumisation through the adoption of the latest technologies, green practices, branding and packaging. It also assesses private label opportunities in emerging markets, where modern retail growth enables the evolution of store brands.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Developed markets are the leaders

Private label is well entrenched in North America and Western Europe. It strengthened further following the economic downturn, as disposable incomes were hit and middle class households saw a decline in spending power.

Discounters spread the gospel of private label

The discounter channel has shaken up retail across Western Europe, further pushing private label across tissue and hygiene products. Leading discounters like Aldi and Lidl bring to the market not only competitive pricing but also the latest technologies to support their lines of disposable hygiene (such as Drylock technologies in nappies/diapers) and consumer tissue.

Balancing quality and Price

Private label products must balance price and quality. While competitive pricing is important to consumers, private label products must work well too. It is particularly important in disposable hygiene products. As Amazon’s private label nappy/diaper failure in the US suggests, low price alone is not enough.

Premiumisation is the new frontier

Premiumisation is at the core of current private label trends to ensure competitiveness with the leading branded products. A key component of this is new technology to stay ahead of the game, rather than merely following in the brands’ footsteps, products with environmentally friendly claims as well as more traditional forms, such as rebranding and improved visual appeal.

Developing markets come with challenges and opportunities

The growth of modern retail in developing markets enables private label development and can help to drive consumption by offering more affordable good quality products to consumers beyond wealthy households. However, the strong preference for branded and imported products can pose a challenge in markets like China, a key growth market for global tissue and hygiene.

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Introduction

Scope

Key Findings

Key findings

The Global Marketplace

Global revenue growth versus volume growth

Private label: A global view

Top 10 largest private label markets

Western Europe: A strong tradition of private label

Germany: A success story for private label tissue and hygiene

Growth from low private label penetration in some markets

Modern retailing a source of growth for private label

Private Label: Category Analysis

Private label: What is it being used for?

Incontinence: Driver of global hygiene growth

Sanitary protection

Nappies/diapers/pants

Facial tissues

The global rise of private label toilet paper

Why Premiumisation ?

Premiumisation in response to saturation

Technology: Private label stepping up its game

Drylock: Bringing private label technology to the forefront

Premiumisation creates an opportunity for multi-tiered pricing

US: Finding ways to innovate in a saturated market

US retailers: Premiumising by adding value

A premium redesign: Babies “R” Us

Balancing price and quality

Going Green

New ways of premiumisation : Going green

What do parents want?

Drylock Technologies: Enabling eco-friendly claims in hygiene

Value and the environment in consumer tissue

Continuing to Expand Through Discounters

Discounters are spreading the gospel

Competing on technology, quality and price

The Battle for New Consumers

The fight continues…

Brazil: O pportunities in private label tissue

China: Rising demand for high quality products

Mexico: Tending toward polarisation

Russia: Rising economic uncertainty creates an opportunity

Private label: Can there be online success?

Private label: Don’t lose sight of price and quality

Private label: Here to stay, here to innovate

Report Definitions

Data parameters

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Megatrends

Strategy Briefing

Private Label Premiumisation in Tissue and Hygiene: Balancing Quality and Price

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Developed markets are the leaders

Discounters spread the gospel of private label

Balancing quality and Price

Premiumisation is the new frontier

Developing markets come with challenges and opportunities

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key Findings

Key findings

The Global Marketplace

Global revenue growth versus volume growth

Private label: A global view

Top 10 largest private label markets

Western Europe: A strong tradition of private label

Germany: A success story for private label tissue and hygiene

Growth from low private label penetration in some markets

Modern retailing a source of growth for private label

Private Label: Category Analysis

Private label: What is it being used for?

Incontinence: Driver of global hygiene growth

Sanitary protection

Nappies/diapers/pants

Facial tissues

The global rise of private label toilet paper

Why Premiumisation ?

Premiumisation in response to saturation

Technology: Private label stepping up its game

Drylock: Bringing private label technology to the forefront

Premiumisation creates an opportunity for multi-tiered pricing

US: Finding ways to innovate in a saturated market

US retailers: Premiumising by adding value

A premium redesign: Babies “R” Us

Balancing price and quality

Going Green

New ways of premiumisation : Going green

What do parents want?

Drylock Technologies: Enabling eco-friendly claims in hygiene

Value and the environment in consumer tissue

Continuing to Expand Through Discounters

Discounters are spreading the gospel

Competing on technology, quality and price

The Battle for New Consumers

The fight continues…

Brazil: O pportunities in private label tissue

China: Rising demand for high quality products

Mexico: Tending toward polarisation

Russia: Rising economic uncertainty creates an opportunity

Private label: Can there be online success?

Private label: Don’t lose sight of price and quality

Private label: Here to stay, here to innovate

Report Definitions

Data parameters

Why buy this report?

Want to find out more about this report?

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