Abstract
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive
environment
Product coverage
Away-from-home disposable paper products; Retail disposable paper products
Executive summary
Consumers shift towards high-quality products
In 2008, retail disposable paper products grew at a faster rate compared to
the review period current value CAGR. This tendency stems from the changes in
buying habits of consumers who shifted towards higher-quality, premium
products at the expense of lower quality, economy brands. The attempt to
satisfy more demanding consumers' needs is visible in the initiatives of
industry players to raise the quality standards of their offerings. Retail
distribution networks are also developing higher-quality private label
disposable paper products.
Convenience and indulgence demands boost sales
Polish consumers have been changing their habits in relation to disposable
paper product consumption. Kitchen towels which facilitate household cleaning
chores and ensure high hygiene standards won the acceptance of consumers.
Soft, multi-ply toilet paper offered everyday luxury, driving out grey,
recycled toiled paper. Commodities targeted at women, such as personal wipes,
ultra-thin towels, pantyliners and cotton pads, registered strong development
in terms of new product launches. Manufacturers which educate consumers about
the properties and uses of branded products played a significant role in this
trend.
Multinationals lead disposable paper products
In Poland, disposable paper products is dominated by multinational companies.
Three of the four leading positions are held by Procter & Gamble Polska Sp
zoo, Kimberly-Clark Poland Sp zoo and Metsá Tissue SA. The only domestic
company competing with the leading multinationals is Torunskie Zaklady
Materialow Opatrunkowych SA (TZMO), which leads in sanitary protection and
incontinence products. Nonetheless, the importance of Harper Hygienics SA,
another domestic player and the leading company in cotton wool/buds/pads, is
growing in Poland.
Consumers favour large retail outlets
More and more Polish consumers are visiting supermarkets/hypermarkets to
purchase disposable paper products. The leading position of this large retail
format is due to the offer of a wide range of products, frequently applied
price promotions and on-stop shopping opportunities. At the same time, the
development of discounters continued in 2008, thanks to the enlargement of
chains belonging to Jeronimo Martins Dystrybucja SA and Lidl Polska Sp zoo.
The discounter format is increasing in popularity due to low prices and
convenient locations, often close to residential districts.
Good prospects for development
The consumption of disposable paper products is expected to develop positively
due to the changing habits and needs of consumers. A high proportion of
consumers have yet to begin using kitchen towels, disposable pants or wipes,
which creates opportunities for the further development and sales growth of
these categories. Demographic changes will significantly influence the growth
in sales of disposable paper products. Euromonitor International predicts an
increase in life expectancy birth rates over the forecast period. These
factors will boost sales of incontinence products and nappies/diapers/pants.
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