Higher quality, more sustainable solutions

Izabella Kowalska 
category manager
Essity Hungary

Izabella Kowalska, Essity Hungary Kft.’s category manager gave our magazine an insight into the latest trends in the facial tissue category. Value sales augmented but volume sales dropped just as much in 2021.

Réka Forgách
brand manager
Essity Hungary

Réka Forgách, Essity Hungary Kft.’s brand manager added that sustainability is increasingly important in household paper product buying too, e.g. shoppers want products made of raw material from responsible forest management, sold in recyclable packaging.

Rita Csintalan, Sofidel Hungary Kft.’s key account manager told our magazine: in line with the sustainability trends, Regina products are FSC®-certified. Some Regina kitchen rolls are marketed in paper packaging, and the packaging of newly launched products is 30% recycled plastic.

Egyre fontosabb, hogy az alapanyag felelős erdőgazdálkodásból származzon és a termék csomagolása újrahasznosítható legyen

Sándor Gödri
sales director
Metsä Tissue HU

Sándor Gödri, Metsa Tissue Kft.’s sales director explained that shoppers decide which products to purchase relying on price and quality criteria more and more, especially in the kitchen roll segment.

Omar Balducci
resident cluster sales
manager in CEE
Lucart Group

Omar Balducci, Lucart Group’s resident cluster sales manager in Central and Eastern Europe talked to Trade magazin about consumers starting to buy better quality products, which guarantee higher hygiene level, replacing 1-ply products with 2- or 3-ply ones in their shopping basket.

Portfolio renewal

Essity Hungary Kft.: in the facial tissue category, Zewa products are at the top of both the national sales ranking and the company’s product portfolio. Among kitchen rolls Zewa Jumbo, a premium 3-ply product that was launched 2 years ago is selling very well. This year’s new innovation is Zewa Deluxe Design Big Pack, a 150-sheet, 3-ply facial tissue in box packaging.

Homisation on account of the pandemic has brought about a rise in the popularity of boxed facial tissues

Sofidel Hungary Kft. had come out with Regina STRONG and ULTRA 2-roll, 3-ply kitchen rolls last year, which were followed by a 3-roll variant in 2022. From the company’s product portfolio Regina Bianka facial tissue is the most popular. At the beginning of the year Regina Ecoring toilet papers underwent a renewal, while the last quarter of 2022 will bring the debut of the new Regina Delicate toilet paper range, in 30% recycled plastic packaging.

Exciting innovations

Consumers increasingly make shopping decisions based on price and quality, particularly in the segment of kitchen rolls

Lucart Kft.’s top product range is EcoNatural, a fully recycled selection of paper+dispenser products. They are made by collecting and recycling drink cartons, separating paper, polyethylene and aluminium, and then recycling them completely as EcoNatural products (paper) and AL.PE dispensers (polyethylene and aluminium). //