Retail tissue consumption in 2018 was driven by the rising number of households in the country and the growing purchasing power of Slovak consumers, the latter driving retail volume sales of boxed facial tissues and paper towels. In 2018, value sales of retail tissue posted good but lower growth than volume sales as there is a high private label representation and a high level of discounting activity.
Despite retail tissue being large and mature, per capita consumption in Slovakia is substantially lower than the Western European average. Consequently, there is significant growth potential, especially within niche areas that remain underdeveloped.
In the forecast period, volume sales of retail tissue are expected to post stable growth compared to the rates seen over the review period, driven by population growth and the shift towards disposable products for quick everyday hygiene and cleaning. The high levels of saturation will, however, limit growth opportunities, spurring companies to expand into niche offerings and invest in innovation.
SHP Harmanec as maintained its leading position in retail tissue in 2018, although losing slight value share to Metsa Tissue as in second place with only a marginally lower share than the leading player. SHP Harmanec continued to benefit in 2018 from its wide product portfolio in most areas of retail tissue and its product development towards higher-quality and unique designs, as well as a well-placed distribution network.
As the largest retail tissue categories are mature, companies look for opportunities to widen their brand appeal. Investment in innovation, design, packaging and value-added benefits are important to attract consumers.
Private label holds a strong position in retail tissue due to the wide availability of these products and the expansion of modern grocery outlets across the country. The affordable prices of private label products and their good quality are also important factors.
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This industry report originates from Passport, our Tissue and Hygiene market research database.