Annual paper tissue sales at HUF 16 bln


Domestic retail sales of paper handkerchiefs amounted to HUF 16 billion between September 2018 and August 2019, representing an 8% year-on-year increase, according to a report by market research company Nielsen.

In terms of volume, 4% fewer tissues were sold year-on-year.

Nielsen says that consumers tend to buy a large amount of paper handkerchiefs at once, with classic 100-pack tissues accounting for more than half of total volume. Packs containing between 11 and 99 accounted for a quarter of total sales.

About three-quarters of tissues sold are triple-ply, but four-ply ones are also catching up, registering a double-digit growth in terms of percentages year-on-year, according to Nielsen.

Approximately two-thirds of sold handkerchiefs are unscented. Nielsen says that well-known brands account for 60% of turnover value, but generic brands are starting to gain a foothold on the market, registering a 14% growth year-on-year.

The regional differences in sales are quite high, with Budapest accounting for 35% of tissues sold. The lowest contribution to countrywide sales comes from Southwest Hungary, which accounts for only 12% of the total. 

"Fall rainy weather is beneficial for the category ľs traffic, with growth starting in the fall," says D√≥ra Hajnal, senior consultant at Nielsen Hungary. "Most tissues are sold between November and February. Stores realize some two-fifths of annual turnover during this period."


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