Tissue and Hygiene Industry in Croatia: Expected to Decline at CAGR of -1% Over the Forecast Period

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ReportsnReports.com adds a new market research report “Tissue and Hygiene in Croatia” to its store. Sales of tissue and hygiene still in decline as tough times remain on the horizon

Tissue and hygiene in Croatia posted negative value growth for the second consecutive year in 2011. The adverse economic environment and falling disposable household income levels continued to contribute to the general trend of frugality and saving money across all categories in tissue and hygiene. In addition to trading down to economy brands, Croatian consumers have also reduced their consumption of tissue and hygiene products overall, a trend which is evident in the significant drop in volume sales experienced in 2011.

Manufacturers and consumers focus on offering and obtaining value for money

Innovation and environmental issues were sidelined during 2011 as Croatian consumers attempted to extract as much value as possible from their increasingly meagre funds. Economy brands and private label are a popular resort for bargain hunters, while standard brands have fought back through price promotions including 2-for-1 offers.

Multinationals slowly moving towards domination

In common with many countries in southeastern Europe, retail tissue and hygiene in Croatia was characterised in 2011 by a significant proportion of products being manufactured by local or regional manufacturers. Older consumers still recall the times during the 1980s when tissue and hygiene in Yugoslavia was dominated by the Slovenian brands Paloma and Tosama, the Croatian brand Lola Ribar and the Bosnian brand Celex. However, following mergers and acquisitions and strong organic growth backed by extensive advertising, multinational companies such as Procter & Gamble and SCA Group have now assumed leadership in tissue and hygiene and these companies continue to extending their leadership as their marketing resources are much stronger than local players.

Distribution evenly spread among three main channels

Supermarkets managed to maintain its decade-long position as the leading distribution channel for tissue and hygiene in Croatia during 2011, accounting for 23% of total retail value sales. However, the proportion of total tissue and hygiene retail value sales accounted for by health & beauty retailers increased marginally in 2011, remaining on 22%, ahead of hypermarkets, which remained on 21%. The recent rise of health and beauty retailers in the distribution of tissue and hygiene products can be attributed to one sole retailer, DM-Drogerie Markt doo, which offers a very popular range of private label tissue and hygiene.

No good news on the horizon for tissue and hygiene

In the 2011 edition of this report, it was predicted that 2011 would be the worst year of the economic crisis for tissue and hygiene in Croatia, with positive growth resuming in 2012. However, this prediction has proved to be excessively optimistic as the general economic environment in Croatia has not recovered as rapidly as previously expected. It is now expected that 2012 will have the dubious honour of representing the nadir of the economic crisis in Croatia. In addition, tissue and hygiene is expected to decline in constant value at a CAGR of -1% over the forecast period.

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Major points covered in the Table of Contents for this report:

  •     Tissue and Hygiene in Croatia - Industry Overview
  •     Tissue and Hygiene in Croatia - Company Profiles

        1.    Lola Ribar dd in Tissue and Hygiene (Croatia)
        2.    Paloma Zagreb doo in Tissue and Hygiene (Croatia)
        3.    Tosama dd in Tissue and Hygiene (Croatia)

  •     Away-From-Home Tissue and Hygiene in Croatia - Category Analysis
  •     Cotton Wool/Buds/Pads in Croatia - Category Analysis
  •     Incontinence in Croatia - Category Analysis
  •     Nappies/Diapers/Pants in Croatia - Category Analysis
  •     Retail Tissue in Croatia - Category Analysis
  •     Sanitary Protection in Croatia - Category Analysis
  •     Wipes in Croatia - Category Analysis

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