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Strategy Briefing

Retail Tissue in Western Europe

Jul 2018

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Aside from Turkey, Western Europe is a mature market for retail tissue, with already high per capita consumption. Coupled with slow population growth and high prominence of private label, these tendencies contribute to sluggish value and volume growth in retail tissue in the region. The report provides top-line analysis of the retail tissue trends in Western Europe, with key category dynamics, projections, drivers of future growth, and competitive environments.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Value and volume of sales are hindered by maturity and lack of significant unmet potential

Retail tissue is a saturated across most markets in Western Europe, with the exception of Turkey, impeding volume and value sales developments. Consumers tend to purchase cheaper options or make use of promotions and discounts.

Private label is gaining share

Private label maintains a strong share of sales, in value and volume, as retailers offer a wide range of competitively-priced retail tissue products under their store brands that can match the quality and variety of branded products.

Innovation and promotional activity by branded products to compete in tough market conditions

Brands try to differentiate themselves through premiumisation and adding features such as softness, aesthetics and scents to their products that will justify higher prices. In order to compete with often cheaper private label, brands also adopt discount and promotional strategies, often relying on bulk sales. This has led to a dynamic market with many options for consumers in terms of price and quality.

Toilet paper remains the most important category in retail tissue

Toilet paper is the key product category within retail tissue in all countries of the region. It is seen as an essential product that is difficult to substitute and do without. While moist toilet wipes have gained prominence in some markets in the region, the demand is still relatively small, while many consumers see these wipes as complementary rather than a substitute for dry toilet paper.

Larger store space and competitive prices help hypermarkets and discounters to draw consumers

Hypermarkets are gaining share of retail tissue sales as they offer larger store space to allow for bulk purchases and competitive prices as well as convenience such as free parking to load bulk purchases. Discounters focus on competitively-priced private label with quality comparable to brands.

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Introduction

Scope

Key findings

Regional Overview

Western Europe shows sluggish growth

Turkey continues to be the engine driving regional growth in retail tissue

Germany is biggest market and sees some positive trends in tissue

Greece growth levels off in 2017

Paper towels display strong growth in Turkey

Toilet paper remains the largest contributor to retail sales in the region

Internet retailing is on the rise

Retail dynamics supports competitive pricing

Leading Companies and Brands

Private label remains strong in most countries of the region

Essity dominates the region’s retail tissue sales

The biggest companies have wide geographical coverage

Lotus remains the leading brand in the region in 2017

Forecast Projections

Turkey’s growth expected to slow down but still highest in the region

GDP, habit persistence, soft drivers and population help Turkey grow

Fundamentals as key drivers for developed countries in Western Europe

Country Snapshots

Austria: market context

Austria: competitive and retail landscape

Belgium: market context

Belgium: competitive and retail landscape

Denmark: market context

Denmark: competitive and retail landscape

Finland: market context

Finland: competitive and retail landscape

France: market context

France: competitive and retail landscape

Germany: market context

Germany: competitive and retail landscape

Greece: market context

Greece: competitive and retail landscape

Ireland: market context

Ireland: competitive and retail landscape

Italy: market context

Italy: competitive and retail landscape

Netherlands: market context

Netherlands: competitive and retail landscape

Norway: market context

Norway: competitive and retail landscape

Portugal: market context

Portugal: competitive and retail landscape

Spain: market context

Spain: competitive and retail landscape

Sweden: market context

Sweden: competitive and retail landscape

Switzerland: market context

Switzerland: competitive and retail landscape

Turkey: market context

Turkey: competitive and retail landscape

UK: market context

UK: competitive and retail landscape

Why buy this report?

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Megatrends

Strategy Briefing

Retail Tissue in Western Europe

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Value and volume of sales are hindered by maturity and lack of significant unmet potential

Private label is gaining share

Innovation and promotional activity by branded products to compete in tough market conditions

Toilet paper remains the most important category in retail tissue

Larger store space and competitive prices help hypermarkets and discounters to draw consumers

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Regional Overview

Western Europe shows sluggish growth

Turkey continues to be the engine driving regional growth in retail tissue

Germany is biggest market and sees some positive trends in tissue

Greece growth levels off in 2017

Paper towels display strong growth in Turkey

Toilet paper remains the largest contributor to retail sales in the region

Internet retailing is on the rise

Retail dynamics supports competitive pricing

Leading Companies and Brands

Private label remains strong in most countries of the region

Essity dominates the region’s retail tissue sales

The biggest companies have wide geographical coverage

Lotus remains the leading brand in the region in 2017

Forecast Projections

Turkey’s growth expected to slow down but still highest in the region

GDP, habit persistence, soft drivers and population help Turkey grow

Fundamentals as key drivers for developed countries in Western Europe

Country Snapshots

Austria: market context

Austria: competitive and retail landscape

Belgium: market context

Belgium: competitive and retail landscape

Denmark: market context

Denmark: competitive and retail landscape

Finland: market context

Finland: competitive and retail landscape

France: market context

France: competitive and retail landscape

Germany: market context

Germany: competitive and retail landscape

Greece: market context

Greece: competitive and retail landscape

Ireland: market context

Ireland: competitive and retail landscape

Italy: market context

Italy: competitive and retail landscape

Netherlands: market context

Netherlands: competitive and retail landscape

Norway: market context

Norway: competitive and retail landscape

Portugal: market context

Portugal: competitive and retail landscape

Spain: market context

Spain: competitive and retail landscape

Sweden: market context

Sweden: competitive and retail landscape

Switzerland: market context

Switzerland: competitive and retail landscape

Turkey: market context

Turkey: competitive and retail landscape

UK: market context

UK: competitive and retail landscape

Why buy this report?

Want to find out more about this report?

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