Toilet paper is mature in Lithuania with rather limited new product development as the demographic context is not favourable. The shrinking consumer base is encouraging manufacturers to apply premiumisation strategies to maintain their desired value gains.
Private label retained its strong share in retail tissue due to the growing interest of key modern retailers in toilet paper and facial tissues. Growing demand for quality private label products resulted in the leading modern grocery retailer, Maxima, to premiumise its Bloom private label range, offering 4-layered premium toilet paper, boxed facial tissues and pocket handkerchiefs, while Bloom increased its share in boxed facial tissues in 2018.
Customer loyalty is not high in paper tableware, with price often the main decision criterion rather than quality. As it is one of the smallest retail tissue categories, modern grocery retailers often move the shelf positions of brands around.
Grigeo Grigiskes remained the strongest player in retail tissue in 2018, focusing on toilet paper, facial tissues and paper towels. Covering all price segments and with a detailed knowledge of the local market, Grigeo Grigiskes has also begun to invest in internet retailing, promoting its brands via the key internet retailer, Barbora, and successfully growing sales.
In 2017 Grigeo Grigiskes made a strategic decision to terminate its production of its Grite Family Color coloured napkins, with only remaining stocks of coloured napkins now found in supermarkets. Grigeo Grigiskes will retain its Grite Family Color White, with distribution limited to smaller retailers.
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This industry report originates from Passport, our Tissue and Hygiene market research database.