The paper tissue season is about to start

Paper products have been expanding slowly in terms of both volume and value. According to Zsuzsa Hunwald, Zewa’ marketing coordinator their products are of basic importance, so sales did not decline during the crisis. Zewa’s strong brand image also contributed to this success. Šibíková Miroslava, Metsä Tissue Kft.’s brand manager is of the opinion that changing consumer habits have contributed to the category’s growth. At the same time, consumers have grown more critical and better informed. Renáta Pédl, Forest-Papír Kft.’s marketing manager said that consumers are rather unwilling to switch from their good old brands to new ones. However, recent financial problems eroded brand loyalty a bit in certain layers of society. Zsolt Selmeczy, SCA Hygiene Products Kft.’s commercial director told us that people had become more price- and promotion-sensitive. Typically they choose from 2-3 brands and opt for the best offer. This is one of the reasons why the importance of large packaging units is growing. Toilet paper is the biggest segment in the category: the market is turning to better quality and larger packaging units. Zewa started an educational programme to help customers in choosing the best product.

For instance, they inform buyer that two packs might have the same number of rolls but different quantity of paper. Forest-Papír Kft. offers a wide range of products to customers. This year they came out with many Forest toilet paper products in large packaging. In Metsä Tissue’s portfolio we find 3- and multi-layer toilet papers and ever-larger packaging units. Their experience is that consumers still like white products the best. Their latest offers are Tento Herbal Sensitive and Lambi Balsam toilet papers. In the case of paper tissues softness and scent have become more important to consumers than before. The allergy season and autumn colds might improve sales. 100 per pack versions are typically for home use, while 10 per pack is perfect for school, work or travels.

A good price/value ratio and promotions have a great influence on customers’ choice. Practical and hygienic paper towels have become basic products in Hungarian households too. Research by Zewa showed that this year softness has grown less important – users now prefer if the wet paper dose not tear easily. The expansion of large packaging units is characteristic in this segment as well. For paper product manufacturers the second half of the year is always very important. Metsä Tissue will soon appear in shops with the Lambi Kids range, developed especially for children. Forest-Papír Kft. has a promotion campaign which lasts until 31 December 2010, promoting Hungarian products; it is called ‘Buy-Take-Win’ and the main prize is a car. Zewa’s whole product range will reborn in the second half of the year. With the new packaging Zewa products will look even more uniform and innovative on the shelves.