Retail tissue registered a slight increase in current value and volume sales in 2021. Paper towels was the only product that registered a volume decline.
The top three players in retail tissue – Essity, Violeta, and Paloma Zagreb – all recorded healthy growth in 2021. Private label brands, which has gained significant value share over the review period and performed particularly strongly during the 2020 lockdowns, including Spar, Lidl, and dm-Drogerie Markt, recorded a more muted performance in 2021, as consumers paid less attention to price and shopped in smaller grocery outlets again, which stock only branded products.
Purchasing decisions are increasingly driven by rising consumer environmental concerns, with many consumers seeking to minimise their consumption of retail tissue. As a result, companies are looking to develop environmentally-friendly options and using recycled material as much as possible.
Retail tissue will register moderate constant value growth over the forecast period. Population decline will continue to dampen volume sales.
Consumers in Croatia are also becoming more educated about environmental issues and this expected to continue supporting the uptake of recycled toilet paper, which is projected to see stronger growth than non-recycled toilet paper over the forecast period. Added to this, perceptions are changing, with consumers becoming aware of the fact that recycled toilet paper can provide just as soft and strong a product as non-recycled toilet paper.
Consumers will be increasingly price sensitive over the forecast period, as the economy takes time to recover from the pandemic and also inflation is expected to rise, due to increasing global energy prices. As a result, private label is expected to gain value share, due to its more affordable pricing.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Croatia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Retail Tissue industry in Croatia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Retail Tissue research and analysis database.
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