More plies, greater choice

By: Budai Klára Date: 2025. 10. 28. 10:30

🎧 Hallgasd a cikket: Nyelv: Sebesség: 1.05×

In the first half of 2025 the facial tissue market grew by 8% in volume and nearly 7% in value. From the offline sales channels drugstores stood out, mainly due to the strengthening of private label products, which account for more than 60% of the market.

This article is available for reading in Trade magazin 2025/10.

Barbara Horváth
senior category manager
Essity Hungary

“The slight decline in average prices and the prolonged season were also clearly visible on a monthly basis: sales volumes were higher in every month of 2025 than in 2024. Although 3-ply versions still account for 70% of sales, their share decreased by more than 3 percentage points”,

informs Barbara Horváth, senior category manager at Essity Hungary Kft.

Gábor Vizur
category manager
Sofidel Hungary

“Hungarian consumers are increasingly looking out for special offers and often base their purchasing decisions solely on discounted offers”,

points out Gábor Vizur, category manager of Sofidel Hungary Kft.

Sándor Gödri
sales director
Metsä Tissue HU

Sándor Gödri, sales director of Metsa Tissue HU Kft. reports that bagged, 90-piece and larger packages continue to account for more than half of the market. At the beginning of the year Essity introduced its proven ECO Comfort product from the toilet paper category to the tissue segment.

Pouch-packed formats containing 90 units or more continue to account for over half of the market

Réka Forgách
brand manager
Zewa

“The new 3-ply, 90-piece tissue pack is made from unbleached, 100% recycled paper, making the product an ideal choice for sustainability-conscious consumers”,

says Réka Forgách, brand manager of Essity Hungary Kft.

The largest pouch segment has lost market share, as demand has shifted toward boxed packaging formats

Strengthening premium line

Regina DELICATE has been the engine of growth for the Sofidel portfolio. The new 3-ply, 90-piece product is available in unscented Aloe Vera, White Tea, Lavender and Peach variants.

“This year’s data reveals that our Regina DELICATE products have strengthened their position in the market”,

we learn from Gábor Vizur.

90-piece facial tissues form the backbone of sales, while the 10×10 4-ply products have already exceeded last year’s total sales volume. In 2025 Sofidel’s new product is the FSC-certified Regina HARMONIA 3-ply boxed facial tissue.

3-ply, small-bag products – in 10×10 and more recently in 15×10 versions – continue to play a stable role in Metsa Tissue’s portfolio. In the boxed segment the company is present with 3-ply cube and brick-shaped products, as well as single-use 2-ply types. Currently they are introducing the Tento Family Rubin 12+3 pack.