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Strategy Briefing

Retail Tissue in Eastern Europe

Apr 2017

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!

The retail tissue market in Eastern Europe has been hindered by the economic downturn of many countries, as some have been slow to recover. This has led consumers to favour economy products at low prices, paving the way for the growth of private label. With low per capita consumption, there is much room for growth, especially as consumers’ disposable incomes are expected to rise and habits shift towards the usage of additional retail tissue products that are undeveloped in this region.

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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.

Slow economic recovery impedes significant value growth

Eastern European markets recorded growth in retail tissue volume and value sales in 2016, with volume growth slightly exceeding value growth at the regional level. Fluctuating local currencies and reduced disposable incomes led many consumers in Eastern Europe to shift their spending habits towards cheaper retail tissue products. Price competition led to increased discounting, squeezing manufacturers’ revenues.

Toilet paper dominates retail tissue, while underdeveloped product categories begin to expand

Toilet paper accounted for 65% of value sales and 78% of volume sales in overall retail tissue in Eastern Europe in 2016. This is due to the perception among Eastern Europeans that toilet paper is an essential item, even in tough economic times. However, as the economy is recovering, there is a growing demand for less developed product categories, particularly paper towels. Significant growth in these other categories in countries such as Russia, where growth depends on uncertain financial conditions, is expected in the long term rather than the short term.

Growth in private label due to improved price/quality ratio and growing dominance of modern retail

The share of private label in Eastern European markets has risen, as consumers in economically vulnerable countries increasingly look for value products. However, private label manufacturers are not only focused on low prices, but are also emphasising quality at an attractive price. Modern retail chains are widening their offerings at both ends of the spectrum, and introduced premium private label products in recent years, with extra softness, higher absorption and design elements.

Trend towards premium products as disposable incomes rise in Baltic states and certain central European states

Retail tissue in eastern states such as Russia is defined by a trend towards lower-priced items, as these markets continue to face economic uncertainty. On the other hand, nations in the Baltic (Estonia, Latvia, Lithuania) and central European (Poland, Romania) regions are experiencing a rise in disposable income and purchasing power. This has led to increased demand for premium, higher-quality products, as well as non-essential items such as paper towels and facial tissues.

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Introduction

Scope

Key findings

Regional Overview

Putting Eastern Europe into context

Recovery and a positive growth trajectory through to 2021

Fastest growth in smaller, underdeveloped categories

Russia and Ukraine: polarising tendencies

Price competition and economic uncertainty impede revenue growth

Modern retail gains ground amid a shift away from traditional grocery

Better product assortment and private label rise in modern retail

Leading Companies and Brands

Private label continues to grow

Regional leader SCA Group increases its share; still behind private label

The Zewa brand remains untouched in the top spot

Forecast Projections

Belarus is set to see the fastest growth

Untapped consumers vs economic headwinds and pricing pressure

Growth drivers: Habit formation and soft drivers vs fundamentals

Future performance: Supporting routine adoption and competitive prices

Country Snapshots

Belarus

Bosnia-Herzegovina

Bulgaria

Croatia

Czech Republic

Estonia

Georgia

Hungary

Latvia

Lithuania

Macedonia

Poland

Romania

Russia

Serbia

Slovakia

Slovenia

Ukraine

Appendix: Competitor Analytics

Competitor Analytics tool

Overview

Competitors

Market Overlap

Treemap

Overlap Matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model

Soft drivers and the Industry Forecast Model

Growth decomposition explained

Significance and applications for growth decomposition

Key applications for Industry Forecast Models

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Megatrends

Strategy Briefing

Retail Tissue in Eastern Europe

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Slow economic recovery impedes significant value growth

Toilet paper dominates retail tissue, while underdeveloped product categories begin to expand

Growth in private label due to improved price/quality ratio and growing dominance of modern retail

Trend towards premium products as disposable incomes rise in Baltic states and certain central European states

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Regional Overview

Putting Eastern Europe into context

Recovery and a positive growth trajectory through to 2021

Fastest growth in smaller, underdeveloped categories

Russia and Ukraine: polarising tendencies

Price competition and economic uncertainty impede revenue growth

Modern retail gains ground amid a shift away from traditional grocery

Better product assortment and private label rise in modern retail

Leading Companies and Brands

Private label continues to grow

Regional leader SCA Group increases its share; still behind private label

The Zewa brand remains untouched in the top spot

Forecast Projections

Belarus is set to see the fastest growth

Untapped consumers vs economic headwinds and pricing pressure

Growth drivers: Habit formation and soft drivers vs fundamentals

Future performance: Supporting routine adoption and competitive prices

Country Snapshots

Belarus

Belarus

Bosnia-Herzegovina

Bosnia-Herzegovina

Bulgaria

Bulgaria

Croatia

Croatia

Czech Republic

Czech Republic

Estonia

Estonia

Georgia

Georgia

Hungary

Hungary

Latvia

Latvia

Lithuania

Lithuania

Macedonia

Macedonia

Poland

Poland

Romania

Romania

Russia

Russia

Serbia

Serbia

Slovakia

Slovakia

Slovenia

Slovenia

Ukraine

Ukraine

Appendix: Competitor Analytics

Competitor Analytics tool

Overview

Competitors

Market Overlap

Treemap

Overlap Matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model