Tissue and Hygiene in Bosnia-Herzegovina

Turbulence in the operating environment affects tissue and hygiene

During the review period, tissue and hygiene in Bosnia-Herzegovina was significantly affected by the trends in the economic environment. During the first half of the review period, the economic climate in the country was unfavourable, which kept consumers in an economising mode.

Retailing recovery boosts tissue and hygiene

The value growth recorded in tissue and hygiene in Bosnia-Herzegovina during 2018 was the best result recorded in the entire review period, confirming that sales are firmly back on the road to recovery. This stems back to recovery of confidence in the value chain, which has motivated tissue and hygiene players to return to store shelves in full capacity, significantly improving the range and availability of products for consumers in the country to access.

Violeta tops most categories of tissue and hygiene

Domestic retail tissue and hygiene manufacturer, Violeta doo, comfortably leads the industry in Bosnia-Herzegovina with a value share higher than the aggregate share of its four closest rivals. Violeta originally focused on retail tissue, expanding from toilet paper to cover all retail tissue formats, riding the wave of grocery retailing consolidation in the country and leveraging its “best value” image to secure prominent shelf space and availability for its products.

Shift towards modern grocery retailers continues

The biggest share of retail sales of tissue and hygiene in Bosnia-Herzegovina are generated through modern grocery retailers, with supermarkets as the leading channel. Before the penetration of grocery retailing chains, traditional grocery retailers dominated sales of tissue and hygiene.

Demographic, economic and lifestyle trends clash

Relative to average European, and even Eastern European, per capita consumption, tissue and hygiene in Bosnia-Herzegovina is significantly smaller, which illustrates that there is still significant potential for growth over the forecast period. The economic environment was increasingly favourable at the end of the review period and the trend is likely to extend into the forecast period.

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