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PÖYRY POINT OF VIEW REPORT / 1 Oct 2015

Changing patterns in the global tissue market: private label versus brands

The international tissue market is characterised by competition between legacy brands and private labels. Market share varies in the North American, European and Chinese markets and consumer preferences are also shifting. In this latest Point of View, Pöyry explores market share in these three key markets and identifies the trends that will shape the tissue markets of tomorrow.

The North American tissue market is characterized by strong legacy brands with private label market penetration still significantly lower than in Europe. But this conceals a changing picture. Private label penetration in North America has increased by 9% in the last ten years. A key reason behind this is the new force shaping the consumer market – the millennials.

In Europe, established consolidated retail structures mean private labels still reign supreme. With just five top retailers controlling the German market, private labels enjoy 80% market share. This is resulting in increased competition between retailers to develop premium private label brands.

The Chinese market still has catching up to do – it is a fragmented market with many players, but recent momentum bodes well for private label growth. 

Read the full report

Contact information

Sanna Kallioranta
Principal Consultant