Market expansion has continued

Household paper product sales continue to grow: in the May 2009-April 2010 period sales were 8 percent higher than a in the previous twelve months. Toilet papers, tissues, paper towels and napkins make up an annual market in the value of HUF 44 billion. From this sum HUF 24 billion is spent on toilet paper – Nielsen measured an 11-percent increase in sales in the examined period, with the 3-layer segment strengthening and the 2-layer segment weakening.

Volume weighted average price per package used to be HUF 337 in March-April 2008, it was HUF 391 last year and HUF 437 this year. Private labels’ share decreased by 1 percent to 44. Tissue and paper towel retail sales were up by 5 and 9 percent, respectively. Private label tissues improved their share from 39 to 42 percent. Private label paper towels had a 48-49 percent value share; the 2-piece segment dominates the market with a 65-percent value share. Paper napkin sales were down 1 percent; private labels represented 34 percent of the market this March-April.