Size matters the most in the household paper product market

Household paper towels have remained the engine of sales growth with a performance above 10 percent. Facial tissue volume sales went above 5 percent and did better than toilet papers. Many shoppers still purchase 2-layer products instead of 3-layer ones or buy lower-quality paper products, thinking they will be better off this way in terms of money spent. Réka Nagy, marketing manager of SCA Hygiene Products Kft. informed our magazine that in the toilet paper category the sales of 3-layer products rose more than 10 percent and their volume share exceeded 70 percent.

Demand for the large-size packaging format is growing and retail chains offer these in promotion very frequently. When buying facial tissue, consumers’ number one decision-making factor is the packaging format. Sales are shifting towards 3- and 4-layer products. In the household paper towel segment 2-roll products still have a market share above 70 percent.

Zewa puts a new product on the market in each paper product segment every year. This April limited edition Zewa Deluxe Soft Blossom toilet paper and facial tissue products hit the shops. SCA Hygiene Products introduced another new product in April: 4-layer toilet paper Exclusive Almond Milk. Last year the company’s wet toilet papers were updated: they can now be flushed down the toilet. At the end of 2015 the full facial tissue selection was revamped as well.

Daniella Burján, trade marketing manager of Vajda Paper Kft. informed our magazine that last year they improved their Ooops! products in terms of both content and packaging. Ooops! and Sindy toilet papers and Sindy facial tissue products got an Easy Open feature and Ooops! facial tissue received an Open & Close innovation. The Ooops! napkin selection was refurbished in the 3-layer premium, 2-layer and 1-layer categories alike. In 2016 the company will also enter the market with a limited edition, large-size toilet paper product.

In December 2015 DunaPro signed an agreement with Kimberly-Clark on restarting the distribution of the Huggies and Kleenex brands in Hungary from January 2016 – we learned from brand manager Viktória Kürti. Kleenex Balsam Tissues contain a microfine layer of calendula to soothe the skin on the nose. Kleenex Ultra Soft Tissues are the softest facial tissues in the market. Packaging-wise the company sees a development in the box and ‘on the go’ segments. Kids Collection tissues can make blowing their nose fun for children.

Carboferr Trade House Zrt. is the exclusive distributor of Renova products in Hungary. Attila Gerencsér, manager of the company told Trade magazin that consumers are still price-sensitive when buying the category. Shoppers are actively searching for multipack offers with a good price-value ratio. However, in their buying decisions comfortable product use and quality requirements also matter. Portuguese brand Renova has been very popular for more than 70 years, thanks to combining modern technology and creativity, and it is present in more than 70 countries. Innovation is of utmost importance for the company and they never cease to come out with new graphic designs to keep their products interesting. This year seasonal napkin collections will come out (UEFA Euro 2016, Halloween, Valentine’s Day). 2016 will also bring the Hungarian debut of Skin Care Macadamia extra-soft toilet paper. Three-layer coloured toilet papers will get a new look and the Red Label Maxi name.