While Slovakia continued to employ COVID-19 measures for much of 2021 due to further waves of the virus retailers did not experience the levels of panic buying seen in 2020. Consumers employed a more measured approach to their spending, while retailers were better prepared for any increase in demand.
Toilet paper remained by far the largest category within retail tissue in 2021, despite seeing slower growth than in 2020. Panic buying in 2020 resulted in abnormally high sales of toilet paper, but as consumers became used to life under the cloud of COVID-19 this panic buying behaviour subsided.
SHP Harmanec maintained its leading position in retail tissue in 2021 with it offering a wide product portfolio in most areas of retail tissue as well as benefiting from a wide distribution reach. The company’s new product development is focused on producing higher-quality products and unique designs.
Retail tissue is projected to continue the pattern seen during 2021 with steady growth projected over the forecast period in retail volume terms. The key categories of toilet paper and paper towels are seen as must have items by many households and therefore demand should remain stable.
High market saturation of pocket handkerchiefs and a lack of innovation in the category is expected to result in declining interest in facial tissues over the forecast period. Pocket handkerchiefs also faces other challenges such as increasing competition from wipes, with many products now having additional hygiene claims such as antibacterial.
Over the forecast period, value sales of retail tissue are expected to be driven by the ongoing premiumisation trend. An increasing number of consumers in the country have shown that they prefer higher-quality products with additional benefits such as extra softness, greater absorbency, and fragrances.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Slovakia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Retail Tissue research and analysis database.
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