Retail tissue emerged more strongly in Azerbaijan during 2018. Historically, retail tissue products were not consumed by Azerbaijanis, since local consumers preferred reusable products.
Economic resurgence, in addition to social development and consumers’ busier lives, supported the upturn of retail tissue in volume and current value terms in 2018. Along with increased volume consumption, some consumers started trading up to standard products, preferring their higher quality.
Traditional grocery retailers continued to lead the distribution of retail tissue in Azerbaijan in 2018. These outlets prevail in terms of number of outlets and have favourable locations in the most crowded areas.
In 2018, Qafqaz Paper Industry continued to lead retail tissue in Azerbaijan in value terms. The company’s success can be ascribed to its wide brand and product portfolio and its ability to offer products with different claims, targeting different consumer groups.
During 2018, local products saw the best performance, increasing their shares as a result of rising brand recognition and competitive prices, supporting the rising consumption of retail tissue products in volume terms. Local manufacturers, led by Qafqaz Paper Industry, continued the active promotion of their products through both social media and television channels, as well as by carrying out in-store promotions.
During 2018, the performance of new product developments was tightly linked to the rapid development of the modern retail landscape in Azerbaijan. Local and international companies continued active in-store advertising campaigns, including promotional activities and discounted sales of tissue products during holiday or seasonal periods.
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This industry report originates from Passport, our Tissue and Hygiene market research database.