PAPER products is a hugely competitive category with price deflation increasingly becoming a significant factor, says Ora brand owner Better All Round.
And it says consumers are continuing to move towards larger single roll pack sizes, but a spokesperson warned: “This increasing size, in terms of sheet count, has continued on an upward trajectory and may soon reach the point of creating rolls that risk being too large.”
The company sees the kitchen towel sector as one of limited innovation and says that consumers see good product performance as more important than exciting presentation.
The spokesperson added: “That is where we have tried to make a difference. Our stacking system and one-hand grab has offered something that is different.”
• Kleenex says its Mansize facial tissue has recorded a value increase of more than 10% while the total market is experiencing growth in the compact format.
It says total boxes account for 85% of value sales in the category but pockets volume has increased 6.1%.