Just Published: "Retail Tissue in Sweden"

The maturity of volume sales is seeing greater segmentation. The launch of convenient and more practical retail tissue is an example in point. The launch of Serla Hushållsark in 2014 in kitchen towels embodies this trend as marketing for the brand clearly emphasises practicality as its unique selling point. Another example of segmentation is the kitchen towel Lambi Gourmet. Lambi Gourmet was launched in the summer of 2014 to specifically coincide with Sweden’s barbecue season. This positioning is reinforced by the packaging, which states the kitchen towel is "perfect for cooking".

Competitive Landscape

Metsä Tissue led sales in 2014 with a value sales share of 33%. This represented a percentage point increase of 0.3 on 2013. Metsä is a long-established company in Sweden through its recognisable and renowned Lambi and Serla brands. Both brands are widely distributed and available via all leading grocery retailer chains. This supports the company’s leadership position in retail tissue.

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Industry Prospects

The high level of private label penetration in retail tissue will continue to represent a hindrance to the magnitude of value sales growth rates over the forecast period. Nevertheless retail tissue does offer growth opportunities if category players can convince consumers to increase their consumption of these products. For example, tissue consumption in Sweden is well below Western European averages while research undertaken by SCA reveals 20% of consumers do not purchase/use kitchen towels.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Retail Tissue industry in Sweden with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Retail Tissue industry in Sweden, our research will save you time and money while empowering you to make informed, profitable decisions.

The Retail Tissue in Sweden market research report includes:

* Analysis of key supply-side and demand trends
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

* What is the market size of Retail Tissue in Sweden?
* What are the major brands in Sweden?
* What is the performance of pocket handkerchiefs vs boxed facial tissues?
* What are the key new product launches in the tissues market?

Reasons to Get this Report

* Gain competitive intelligence about market leaders

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