Retail tissue continued to see healthy volume and value growth in 2021 as consumers remained at home and, with stricter hygiene practices in place, used tissue products more frequently than they did pre-pandemic. Products such as napkins were considered useful as eating at home became the norm to avoid crowded spaces such as bars and restaurants.
Velvet Care retained its overall lead of retail tissue in 2021 in volume terms, despite the strong competition generated by the second-ranked private label brand Jeronimo Martins (Biedronka). Velvet Care’s leadership is supported by its wide product portfolio and availability in all key channels of distribution including popular chins of discounters.
Discounters, including well-known brands such as Biedronka and Lidl, consolidated its position as the leading distribution channel for retail tissue in 2021, gaining value share from competitors such as health and beauty specialist retailers. The channel benefits from a large product range spanning both private label and brands as well as competitive prices and it also gained some share from large hypermarkets during the pandemic.
Retail tissue is generally perceived as a necessity in Poland, especially toilet paper. Consumers are also becoming more reliant on paper towels, which is quite often used to replace the function of kitchen towels and napkins.
Although value growth of retail tissue is predicted to continue to outperform volume growth rates over the forecast period, the difference will not be as pronounced as it was in the pre-pandemic years as growth in the average unit price is set to notably slow. Lingering price sensitivity triggered by the pandemic is set to drive stronger demand for private label as consumers search for more affordable tissue products.
Paper towels and toilet paper are predicted to record the strongest volume growth rates over the forecast period as they are deemed to be essential products for most households. Although sustainability and environmental concerns are growing amongst some consumer groups in Poland, the trend for using recycled materials does not appear to be as strong within retail tissue.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Poland 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 Poland, 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.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!