krainian hygiene products market is young and actively developing: companies are differentiating their offerings even in crisis conditions. At the same time, economic and political instability has a strong impact on consumer spending power and places high demands on image and product positioning.
To successfully compete with large Western companies, it is necessary to develop a successful brand and effective advertising. For this reason,KOLORO branding agency conducted a study of the main trends in the market of hygienic paper products.
Structure of the paper hygiene products market
Sanitary and hygienic products for daily use include goods:
- Toilet paper.
- Paper handkerchiefs.
- Wet wipes.
In recent years, offerings have been differentiated and new product offerings have been offered to the consumer:
- Paper towels.
- Cosmetic wipes.
- Wet toilet paper.
- Specialized wipes (for glasses, screens, machines).
- cotton swabs
Marketing research confirms that for 2013-2014 about 50% of sales are toilet paper, 23% are wet wipes, 27% are paper handkerchiefs and about 10% are new product offerings.
Market demand and consumption
The national dry and wet wipes market is at an early stage of development, which is affecting the increase in sales growth rate.
Key trends:
- The growth rate of wet wipes consumption increased by 28% from 2007 to 2011. 16% increase from 2011 to 2014.
- Paperhandkerchiefs increased their market share by 23%. This is due to the global trend of increasing importance of a healthy lifestyle.
- New product offerings of dry and wet wipes (home, office and automotive) increased in demand by 14% between 2007 and 2014.
Toilet paper is the most popular and purchased mass consumption product in the category of paper and hygiene products.
In 2013, UAH 308.4 mln worth of toilet paper was sold, which is 20% higher than the 2012 revenue. In 2014, the segment’s profit amounted to UAH 320.3 mln.
