Paper towels recorded another strong performance in current value terms within overall Serbian retail tissue in 2018. Paper towels continued to hold low value share in 2018, but this is quickly changing, which inevitably leads to increasing demand.
Value share of toilet paper marginally decreased in 2018 compared to 2017, a continuing trend throughout the review period. This was a consequence of the growing popularity of other categories, primarily paper towels and boxed facial tissues.
There were no important or unexpected changes within distribution channels in 2018. The only switch was visible in discounters as German Lidl entered retailing and became the second only discounter chain in the country.
The fastest current value growth within Serbian retail tissue in 2018 was recorded by retailer and private label owner Univerexport doo as it benefitted from an increased number of its outlets and also from the improved reputation of private label in general. This clearly indicates that private label is gaining in popularity and that this process is expected to continue over the forecast period.
There were no significant new launches witnessed in retail tissue during 2018. Instead, manufacturers were focused on other techniques for winning consumers, mostly on frequent discounts and on improving marketing and distribution.
Most producers that were present in Serbian in 2018 retail tissue offered products across all of the categories within it, but they were mostly focused on the largest in value share terms – toilet paper. Therefore, most innovations and new product launches, the biggest investments over the review period, were evident within toilet paper.
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This industry report originates from Passport, our Tissue and Hygiene market research database.