Brand Manager Essity Hungary Kft. Reka Forgach told the publication that sales of sanitary and hygienic products remained at the 2020 level, but the volume of transactions decreased slightly; Sales of wet wipes were up double digits, but without flu season, Kleenex sales were down significantly.
Vajda-Papír Kft marketing manager Orsolya Varga cited Nielsen data showing that from January to August 2021, toilet paper sales fell 1% and volume fell 9%. Sales figures for Vajda-Papír brand products increased by 12% of value. The all-important toilet paper segment grew by 11%, and sales of kitchen rolls increased by 24% – and that’s a company oops! Maxi is a brand product of the market leader.
Attila Kecskeméti, Sales and Marketing Manager at Magyar Piszke Papír Kft. I spoke with Trade Magazine about the increased demand for kitchen rolls and the negative trends in napkin sales. The company’s sales increased by 8% compared to 2020. When asked about the importance of different sales channels, experts said discount stores and pharmacies have seen the largest sales growth in the paper category recently.
When purchasing kitchen rolls, consumers want products that can be used in a variety of ways. A good example is the product Regina Blitz from Sophie Del Hungary Kft., which was developed specifically for cleaning shiny glass surfaces, says the brand’s marketing officer Gabor Vizur.
Sándor Gaudry, Sales Director at Metsa Tissue HU Kft., explains that three-ply toilet paper forms a decisive part of the toilet paper category. In the kitchen rolls segment, single-roll products are expanding, while the double-roll category is undergoing some changes: standard 50-sheet kitchen rolls are losing ground compared to so-called maxi products. Environmentally friendly products are becoming increasingly popular and Metsa Group has been producing in response to this trend for many years.
Most of Lucart Kft.’s paper products. purchased from specialized partners. Omar Balducci, Resident Cluster Sales Manager (RSM), tells us about the growing willingness of partners and consumers to purchase environmentally friendly products. The company offers a wide range of products and is constantly developing new products.
February 2021 Vajda-Papír Kft. A new factory built in Dunaföldvár at a cost of 1.4 billion forints has started producing masks. When the COVID-19 pandemic struck, Metsa Tissue HU Kft. Start focusing on producing effective products.
Lucart Kraft also quickly responded to the growing demand for specialty hygiene products by introducing hydroalcoholic gels and antibacterial wipes.
With many people stuck at home over the past year and a half, sales of kitchen rolls have skyrocketed. Last year Essity Hungary Kft. A new range of Zewa Premium products have been launched that are resistant even in wet conditions and sales of these products are growing. In this segment, large and compact product options are most popular. The best product introduced this year is the Zewa Natural Soft range – products that are safe for the skin and the environment, for example, they are not treated with chlorine.
In 2021, Vayda-Papir is not only launching Ooops! Natural kitchen rolls and toilet paper – they are made from FSC® certified raw materials and come in paper packaging – but oops! Eco-Natura kitchen rolls and toilet paper are sold in packaging containing recycled materials. The company’s strategic goal is to further reduce the use of plastic and provide paper packaging for more products.
Metsa Tissue HU Kft. The most popular kitchen rolls are 1- and 2-layer Tento Universal XXL and 3-layer Tento Complex. In the two-roll and three-tier segments, Tento Strong and Tento Kitchen are selling very well. As for toilet paper, in addition to the new Tento products, Balzsamos toilet paper in 8 and 16 rolls is also very popular. This year, Tiandu’s range has been enhanced with an eco-friendly spirit.
Top products Magyar Piszke Papír Kft. are 12 rolls of Crepto toilet paper and 6 rolls of Szilvia kitchen paper. These products are available in shrink-wrapped cartons from 2019. In the second half of 2021, the company launched boxed formats of Szép tissues and facial tissues, and also launched a boxed version of the Szilvia 1200 two-roll kitchen rolls.
Sophie Del Hungary Kft. At the moment there are 4 categories of branded products. In response to the growing number of consumers with allergies, the company’s facial tissue portfolio now includes innovative 4-ply and 10×9 Regina RinoActive tablets made from natural active ingredients. Their other new products include Regina Ultra and Regina Strong Kitchen Paper Rolls and Regina Pure Facial Wipes. Sustainability is at the core of the company’s innovation work, which is why one of its top priorities is to use 30% recycled plastic in product packaging on the Hungarian market from 2022.
As part of its sustainable packaging initiative, Lucart Kft. Polyolefin packaging has recently been replaced by paper packaging. As a result, EcoNatural’s product received the “Symbol of Sustainability 2021″ award. Lucart is a strong believer in the circular economy – they believe it is the only way to succeed in the marketplace without harming the earth’s natural systems. //
According to the NielsenIQ Retail Index, total sales of kitchen rolls, cosmetic wipes and toilet paper increased by 3% from August 2020 to July 2021, reaching HUF 75.5 billion.
During the same period, toilet paper sales exceeded HUF 42 billion. Sales were up 4% and sales volume increased 1%. Stores with an area of more than 400 square meters achieved 68% of sales. Manufacturer brands account for 52% of sales. Sales of private label toilet paper were up nearly 10%, with sales volume up 3%.
During the period under review, sales of facial tissues fell by 5%, exceeding HUF 15 billion. Kleenex sales were 67 million packages, down 8%. Stores larger than 400 square meters account for almost 59% of the market share. Sales of manufacturer brands fell by 15%, while sales of private label wipes managed to grow by 6%.
Sales of kitchen rolls increased by 9%, with an advertising value of almost 17.5 billion forints, while sales remained unchanged during the same period; Stores larger than 400 square meters accounted for 70% of sales, with double-digit sales growth in this channel. In value terms, private label products took 58% of the market share, an increase of 7%. Sales of branded kitchen rolls increased by 12%. //
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Post time: May-31-2024