"Away-From-Home Tissue and Hygiene in Belgium" now available at Fast Market Research

From: Fast Market Research, Inc.
Published: Mon Sep 15 2014

AFH tissue and hygiene saw a slowdown in 2013, with a similar performance to that seen in 2012, despite a good showing in 2011. The category was severely hit by the climate of uncertainty in the Belgian economy. First, AFH users started to opt for cheaper products. Second, the category bore the brunt of the downsizing of the workforce in offices and light industry, which account for a large proportion of AFH volume sales. Volume growth in particular strongly correlates to the size of the workforce. Lastly, another slowdown in traffic and sales in consumer foodservice in 2013, particularly in cafes/bars and even full-service restaurants, meant more bad news for the category, as sales of AFH tissue products are also linked to the general level of eating out.

Competitive Landscape

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In retail tissue and hygiene private label often occupies the second or third position. In AFH tissue and hygiene, two major players dominate the competitive landscape: SCA Hygiene Products and Kimberly-Clark. SCA Hygiene Products offers products in AFH toilet paper, wipers, napkins and paper towels. Apart from some innovations, the success of SCA Hygiene relies on its improved distribution and marketing strategy. Its products are distributed via wholesalers and service companies, or directly to individual customers. It favours promotional business-to-business incentives, such as a fragrance offered with the purchase of a certain quantity of tissue and hygiene products. It is also both a provider and a subcontractor for the largest wholesalers in Belgium, for which it produces private label.

Industry Prospects

Given the uncertainty for the Belgian economy, the expected increase in demand for AFH products in 2014 could transform into a decline. Sales could continue to be governed by the priority of price over quality and impulse purchases. Moreover, there will be considerably less potential to generate value through innovation in this category. For instance, the expansion of economy pre-cut square toilet paper and large rolls could drag down the added-value of toilet paper, which is set to see a value decline of 5% at constant 2013 prices over the forecast period. Other declining products with commodity status will also impinge on the potential for AFH products, including boxed facial tissues and mainly paper tableware. Even if horeca in Belgium experiences a return to positive growth, most restaurant owners will opt for economy tablecloths and 1-ply napkins, whilst traditional and upmarket restaurants will continue to favour cloth products.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Away-From-Home Tissue and Hygiene industry in Belgium with research from Euromonitor's team of in-country analysts.

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