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Tissue and Hygiene in Portugal

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  • 1. Tissue and Hygiene in PortugalReport Details:Published:September 2012No. of Pages:Price: Single User License – US$2400Discover the latest market trends and uncover sources of future market growth for the Tissue andHygiene industry in Portugal with research from Euromonitors team of in-country analysts.The Tissue and Hygiene in Portugal 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-countryOur market research reports answer questions such as:•What is the market size of Tissue and Hygiene in Portugal?•What are the major brands in Portugal?•What are the most dynamic tissue and hygiene categories?•What are the major markets for tissue products sales?•What are the major markets for hygiene products sales?Why buy this report?•Gain competitive intelligence about market leaders•Track key industry trends, opportunities and threats•Inform your marketing, brand, strategy and market development, sales and supply functionsEXECUTIVE SUMMARYConsumer behaviour affected by economic crisesRetail tissue and hygiene experienced moderate value growth in 2011, which is partly explainedby the growth of private label brands as well as the increase in prices of raw materials. Despite thepositive performance of a few categories, most notably incontinence and intimate wipes, valuesales of retail hygiene were unable to grow significantly in 2011 as the Portuguese economy hasnot been able to recover from the economic crisis in 2011. Limited consumer power is doubtlessone the most important factors that influenced the poor performance of most categories in tissueand hygiene in 2011.Incontinence, most dynamic in 2011Incontinence recorded the strongest performance in tissue and hygiene in 2011, and is expectedto perform well in the forecast period. Incontinence will continue to be one of the most dynamiccategories largely due to the fact that it is not as mature as other categories and therefore willhave plenty of space in which to grow. Portuguese demographics is another crucial factor for the
  • 2. good performance of incontinence, as the significant ageing of the Portuguese population meansthat more people will suffer from incontinence problems, thus increasing the demand forincontinence products.Private label grows faster than competitorsProcter & Gamble brands distributed by Arbora & Ausonia and Renova – Fábrica de Papel deAlmonda, respectively led tissue and hygiene in branded products in Portugal in 2011. Arbora &Ausonia accounted for 28% of value shares in 2011 due to the Procter & Gamble brands’dominance in almost every category. However, private label recorded the best growthperformance over the entire review period. Private label is also strengthening its presence in eachcategory by offering more premium products; this, coupled with low price points, remains a veryattractive offer for consumers.Grocery retailers still best option for consumersWith regard to tissue and hygiene products, consumers have continued to prefer grocery retailers,especially supermarkets and hypermarkets. This is due to the large variation of products andprices that they normally offer. Health and beauty specialists, especially chemists/pharmacies,continued to be an important distribution channel for disposable hygiene products, whilst theinternet, despite growing fast in volume and popularity, still had inferior weight in retail value sharein tissue and hygiene in 2011.A growing number of consumers are turning to online shopping as besides offering the largervariety of products, at often lower prices, online shopping also offers the convenience ofpurchasing without leaving home.Private label rises whilst most categories underperformMost categories in tissue and hygiene are already saturated and have low potential for furthervolume growth; incontinence is expected to see the best performance over the forecast period dueto the increasingly aging Portuguese population. Portuguese consumer purchasing power isexpected to be lower over the forecast period than during the review period, and as purchasingpower has declined, many consumers are more price sensitive and opting for less expensivealternatives, such as economy incontinence products as well as private label, in an attempt tosave money.Get your copy of this report @http://www.reportsnreports.com/reports/194455-tissue-and-hygiene-in-portugal.htmlMajor points covered in Table of Contents of this report includeTable of ContentsTissue and Hygiene in Portugal - Industry OverviewEXECUTIVE SUMMARYConsumer behaviour affected by economic crisesIncontinence, most dynamic in 2011Private label grows faster than competitorsGrocery retailers still best option for consumersPrivate label rises whilst most categories underperform
  • 3. KEY TRENDS AND DEVELOPMENTSConsumer purchasing power further restrained by ongoing economic crisisBest performances driven by demographicsBattle between private label and premium brandsEnvironmentally friendly products frustrated by poor economic realityIncontinence comes out of the closetMARKET INDICATORSTable 1 Birth Rates 2006-2011Table 2 Infant Population 2006-2011Table 3 Female Population by Age 2006-2011Table 4 Total Population by Age 2006-2011Table 5 Households 2006-2011Table 6 Forecast Infant Population 2011-2016Table 7 Forecast Female Population by Age 2011-2016Table 8 Forecast Total Population by Age 2011-2016Table 9 Forecast Households 2011-2016MARKET DATATable 10 Retail Sales of Tissue and Hygiene by Category: Value 2006-2011Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2006-2011Table 12 Tissue and Hygiene Retail Company Shares 2007-2011Table 13 Tissue and Hygiene Retail Brand Shares 2008-2011Table 14 Penetration of Private Label by Category 2006-2011Table 15 Retail Sales of Tissue and Hygiene by Distribution Format: % Analysis 2006-2011Table 16 Retail Sales of Tissue and Hygiene by Category and Distribution Format: % Analysis2011Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2011-2016Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2011-2016DEFINITIONSSOURCESSummary 1 Research SourcesTissue and Hygiene in Portugal - Company Profiles3M Portugal Lda in Tissue and Hygiene (Portugal)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 3 3M Portugal Lda: Competitive Position 2011Arbora & Ausonia SL in Tissue and Hygiene (Portugal)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUND
  • 4. PRODUCTIONCOMPETITIVE POSITIONINGSummary 5 Arbora & Ausonia SL: Competitive Position 2011Di Prolar Lda in Tissue and Hygiene (Portugal)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 7 Di Prolar Lda: Competitive Position 2011Suavacel - Indústria Transformadora de Papel, SA in Tissue and Hygiene (Portugal)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONPRIVATE LABELSummary 9 Suavecel – Indústria Transformadora de Papel, SA: Private Label PortfolioAway-From-Home Tissue and Hygiene in Portugal - Category AnalysisHEADLINESTRENDSAway-from-home tissue and hygiene recorded 3% value growth in 2011. Volume growth variedacross away-from-home tissue and hygiene categories, with the highest growth registered in AFHincontinence products, AFH tablecloths and AFH paper towels. In general, away-from-home tissueand hygiene continued to suffer amidst the unfavourable ongoing economic conditions in Portugal.Consumer spending away from home declined in Portugal in 2011, especially in bars andrestaurants, thus hampering value growth in away-from-home tissue and hygiene products. Othersectors such as business/industry and healthcare/hospitals kept their expenditure on away-from-home tissues to a minimum. Nevertheless, the hotel industry in Portugal continued to bring somedynamism and balanced out the negative effects of the adverse economic conditions.COMPETITIVE LANDSCAPEWithin tissue and hygiene in 2011, the major manufacturers in retail tissue and hygiene were alsothe leading players in away-from-home tissue and hygiene. These companies include Renova -Fábrica de Papel de Almonda, Kimberly-Clark, SCA Mölnlycke and Arbora & Ausonia.PROSPECTSAway-from-home tissue and hygiene is expected to post positive volume and value over theforecast period in spite of poor economic situation ongoing in the country. Most categories inaway-from-home tissue and hygiene will take advantage of the high demand from the horecaindustry in 2011. The ageing Portuguese population will also continue to stimulate AFHincontinence growth. In addition, the eco-friendly trend should continue to negatively impact salesof AFH products until 2016, in particular those of wipers. As a result, manufacturers should beinclined to develop more eco-friendly products in order to counter eco-friendly concerns of away-from-home customers.
  • 5. CATEGORY DATATable 19 Away-From-Home Sales of Tissue and Hygiene by Category: Value 2006-2011Table 20 Away-From-Home Sales of Tissue and Hygiene by Category: % Value Growth 2006-2011Table 21 Away-From-Home Sales of Tissue and Hygiene by Distribution Format: % Analysis2006-2011Table 22 Away-From-Home Sales of Tissue and Hygiene by Category and Distribution Format: %Analysis 2011Table 23 Forecast Away-From-Home Sales of Tissue and Hygiene by Category: Value 2011-2016Table 24 Forecast Away-From-Home Sales of Tissue and Hygiene by Category: % Value Growth2011-2016Cotton Wool/Buds/Pads in Portugal - Category AnalysisHEADLINESTRENDSSubject to a high level of household penetration, cotton wool/buds/pads in Portugal is a maturecategory with volume sales tending to follow the growth patterns of the population. Due to slowpopulation growth in recent years in Portugal, only 1% volume growth was registered in cottonwool/buds/pads during 2011. The lack of manufacturers’ investments in product innovation andadvertising, as well as rising competition from personal wipes, has contributed to inhibit strongersales in the category.COMPETITIVE LANDSCAPEPrivate label led cotton wool/buds/pads, accounting for 70% of total value sales in 2011. Di Prolarwas the leading branded manufacturer in 2011, occupying second position overall with a 12%value share. Di Prolar owns various brands such as Pinoca and Hidro, available at verycompetitive prices.PROSPECTSThe Portuguese population is expected to increase by 1% over the forecast period. No majorvariation in terms of demand for cotton wool/buds/pads is expected as penetration per householdis already high. Growing competition from personal wipes will limit growth potential for cotton padsand wool. No significant developments should be expected in terms of manufacturer investmentdue to the low overall value sales in cotton wool/buds/pads, which is another factor inhibitinghigher growth in this category over the forecast period.CATEGORY DATATable 25 Retail Sales of Cotton Wool/Buds/Pads: Value 2006-2011Table 26 Retail Sales of Cotton Wool/Buds/Pads: % Value Growth 2006-2011Table 27 Retail Sales of Cotton Wool/Buds/Pads by Type: % Value Breakdown 2006-2011Table 28 Cotton Wool/Buds/Pads Retail Company Shares 2007-2011Table 29 Cotton Wool/Buds/Pads Retail Brand Shares 2008-2011Table 30 Forecast Retail Sales of Cotton Wool/Buds/Pads: Value 2011-2016Table 31 Forecast Retail Sales of Cotton Wool/Buds/Pads: % Value Growth 2011-2016Incontinence in Portugal - Category Analysis
  • 6. HEADLINESTRENDSThe number of Portuguese citizens aged 65 years and over continued to increase in 2011 as thetotal number of senior citizens in Portugal continues to expand at a fast rate. As the Portugueseare living longer and with ageing individuals more susceptible to suffering from incontinence, thenumber of potential buyers of incontinence products continued to increase in the country.Moreover, the taboo surrounding incontinence in Portugal continued to diminish, and helpedincontinence products to perform well in 2011.COMPETITIVE LANDSCAPEAmongst branded manufacturers, SCA Mölnlycke, owner of the Tena brand, led incontinenceproducts in Portugal in 2011 with a value share of 29%. Tena has been present for a long time inPortugal and is the most recognisable specialist incontinence products brand available in Portugal.Arbora & Ausonia, owner of the Lindor brand, followed SCA Mölnlycke with a 26% value share.Private label products represented a 41% value in 2011. These products offer similar quality tobranded products at much lower prices.PROSPECTSThe evolution of the incontinence category will be determined by the ageing of the population. Asthe Portuguese population ages further over the forecast period, more people will certainly sufferfrom incontinence problems. The growing demand from those potential consumers will continue todrive sales of incontinence products between 2011 and 2016. In addition, due to the high potentialfor positive growth in incontinence products, manufacturers of branded products are expected toinvest in promotion and product innovation, consequently inciting dynamism in the category andsales over the forecast period.CATEGORY DATATable 32 Retail Sales of Incontinence by Category: Value 2006-2011Table 33 Retail Sales of Incontinence by Category: % Value Growth 2006-2011Table 34 Incontinence Retail Company Shares 2007-2011Table 35 Incontinence Retail Brand Shares 2008-2011Table 36 Forecast Retail Sales of Incontinence by Category: Value 2011-2016Table 37 Forecast Retail Sales of Incontinence by Category: % Value Growth 2011-2016Nappies/Diapers/Pants in Portugal - Category AnalysisHEADLINESTRENDSThe Portuguese population aged less than two years old continued to decrease in 2011, furtheraffecting the demand for nappies/diapers/pants. A prolonged slowdown in demand fornappies/diapers/pants is highly attributed to the effects of the ongoing economic downturn, due towhich families are opting for cutting costs with children nappies/diapers/pants. Furthermore thecategory has seen the increasing popularity of cloth nappies/diapers, due to their moreenvironmentally friendly characteristics since they can be washed and reused.COMPETITIVE LANDSCAPEArbora & Ausonia led nappies/diapers/pants in Portugal in 2011 with a value share of 67%. Arbora& Ausonia owns the Dodot brand, which offers a wide variety of products that cater to the needs of
  • 7. a significant number of Portuguese consumers. Arbora & Ausonia regularly invests in publicity andproduct innovation in order to maintain its good reputation and leadership in Portugal. Kimberly-Clark, owner of the popular Huggies brand, ranked second amongst the independent players witha 10% share. Private label accounted for 22% of the market.PROSPECTSIn 2011, market leader Procter & Gamble released in Portugal its Pampers Active Fit Dry Max, arange of more eco-friendly nappies/diapers/pants. Furthermore, the growing global concernregarding environmental issues should drive other manufacturers of leading brands ofnappies/diapers/pants in Portugal to launch other “green” products over the forecast period.CATEGORY DATATable 38 Retail Sales of Nappies/Diapers/Pants by Category: Value 2006-2011Table 39 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2006-2011Table 40 Nappies/Diapers/Pants Retail Company Shares 2007-2011Table 41 Nappies/Diapers/Pants Retail Brand Shares 2008-2011Table 42 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2011-2016Table 43 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2011-2016Retail Tissue in Portugal - Category AnalysisHEADLINESTRENDSDespite rising production costs due to increases in raw material prices such as for pulp and plasticused in packaging, as well as rising transportation costs, the average unit price of retail tissue inPortugal remained stable in 2011. The increases were insufficient to have any noticeable effect onthe average unit price in practice, which held steady on €3.30/kg in 2011. Portuguese consumerspaid more attention to the retail prices of the basic necessity products that mainly constitute retailtissue, toilet paper in particular, as disposable income levels in Portugal continued to diminishduring 2011.COMPETITIVE LANDSCAPEAs retail tissue products are considered to be basic products, consumers are increasingly moreprice sensitive, thus opting for less expensive branded retail tissue. Moreover, private labelproducts are now able to offer similar quality to that of branded tissue, attending to the needs ofthe most demanding customers, and at a considerably lower price. Private label Sonae GPSranked first in retail tissue with a 25% value share in 2011. Well-established Sonae is present in allretail tissue categories and enjoys high popularity due to offering quality products at easilyaffordable prices. Renova - Fábrica de Papel de Almonda ranked second in retail tissue during2011 with a 20% value share. Renova is present in all retail tissue categories in Portugal andcontinued to be very dynamic in terms of product innovation and publicity over the review period.Following in the third and fourth positions were Jerónimo Martins SGPS and Lidi & Cia, accountingfor 15% and 13% value shares, respectively.PROSPECTSThe negative impact of the ongoing economic situation in Portugal on consumer purchasing powerwill surely continue to limit growth in retail issue over the forecast period. As disposable income
  • 8. decreases, consumers will remain price conscious and opt for more economical brands andcheaper product alternatives such as private label. In addition, the total population of Portugal isexpected to increase by less than 1% over the forecast period. This slow population growth willalso limit the potential for retail tissue to record a stronger performance as the majority of retailtissue categories already have extremely high penetration.CATEGORY DATATable 44 Retail Tissue Sales by Category: Value 2006-2011Table 45 Retail Tissue Sales by Category: % Value Growth 2006-2011Table 46 Retail Tissue Company Shares 2007-2011Table 47 Retail Tissue Brand Shares 2008-2011Table 48 Forecast Retail Tissue Sales by Category: Value 2011-2016Table 49 Forecast Retail Tissue Sales by Category: % Value Growth 2011-2016Sanitary Protection in Portugal - Category AnalysisHEADLINESTRENDSVery mature categories characterize sanitary protection products in Portugal. As the Portuguesepopulation continues to age the number of potential customers for sanitary protection keepsdeclining. The reality of this compact consumer base explains the slow volume sales performanceregistered in sanitary protection in 2011. Furthermore, Portuguese women continued to opt forcheaper sanitary protection brands as a result of low purchasing power, what also affected valuesales growth.COMPETITIVE LANDSCAPEArbora & Ausonia remained the leading player in sanitary protection in Portugal during 2011 with avalue share of 56%. Arbora & Ausonia is present in towels, where it ranked first in towels andsecond in both tampons and pantyliners. It is the national brand owners (NBO) for The Procter &Gamble Co brands Tampax in tampons and Evax and Ausonia brands in towels and pantyliners.Johnson & Johnson ranked second in sanitary protection in 2011 with a value share of 17%.Johnson & Johnson led in tampons and pantyliners through its o b and Carefree brands. Privatelabel represented 21% of the total value share of sanitary protection in Portugal during 2011.PROSPECTSConvenience, discretion and mainly retail price will continue to be crucial demand factors drivingsales of sanitary protection in Portugal over the forecast period. Due to low purchasing power,many Portuguese women are expected to choose less expensive sanitary protection products andbrands, which will contribute to the increasing penetration of private label sanitary protection. As aresult, manufacturers of branded sanitary protection products should engage further in pricepromotion in order to boost sales. With the exception of intimate wipes and tampons, productswithin the category are expected to perform poorly in volume terms over the forecast period, andonly intimate wipes will see positive constant value growth over that period.CATEGORY DATATable 50 Retail Sales of Sanitary Protection by Category: Value 2006-2011Table 51 Retail Sales of Sanitary Protection by Category: % Value Growth 2006-2011Table 52 Retail Sales of Tampons by Application Format: % Value Analysis 2006-2011
  • 9. Table 53 Sanitary Protection Retail Company Shares 2007-2011Table 54 Sanitary Protection Retail Brand Shares 2008-2011Table 55 Forecast Retail Sales of Sanitary Protection by Category: Value 2011-2016Table 56 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2011-2016Wipes in Portugal - Category AnalysisHEADLINESTRENDSPerceived as very convenient products amongst Portuguese consumers, wipes recorded positivegrowth in 2011, with personal wipes continuing to attract an elevated number of new consumers.Nevertheless, due to the current poor economic situation and its negative effect on consumers’power to consume, Portuguese consumers became increasingly price conscious in 2011, oftenopting for less expensive wipes, such as private label wipes.COMPETITIVE LANDSCAPEArbora & Ausonia led wipes in 2011 with a 44% value share. The company owns the Dodot brandand had a dominant position in baby wipes – again, one of the highest value categories in wipes inPortugal. Dodot enjoys strong brand loyalty due to the high quality of its products. Private labelranked second in wipes overall baby wipes with a 27% value share. Present in several wipescategories, private label holds a strong position in categories such as all-purpose cleaning wipesand furniture polish wipes. Besides the two main leading players, wipes remained fragmented withabout 20 other minor players. The leading companies in the chasing pack are multinationals suchas Johnson & Johnson, Procter & Gamble and Reckitt Benckiser.PROSPECTSDue to low disposable income, Portuguese consumers will continue to use traditional products toclean their houses rather than home care wipes and floor cleaning systems, which aresubstantially more expensive. Nevertheless, due to the convenience of wipes, some wipescategories will continue to perform well despite the adverse economic situation, in particularpersonal wipes, which are mainly used for personal hygiene purposes.CATEGORY DATATable 57 Retail Sales of Wipes by Category: Value 2006-2011Table 58 Retail Sales of Wipes by Category: % Value Growth 2006-2011Table 59 Wipes Retail Company Shares 2007-2011Table 60 Wipes Retail Brand Shares 2008-2011Table 61 Forecast Retail Sales of Wipes by Category: Value 2011-2016Table 62 Forecast Retail Sales of Wipes by Category: % Value Growth 2011-2016Contact: sales@reportsandreports.com for more information.