Boston, MA -- (ReleaseWire) -- 06/12/2014 -- The Canadian market is a mature, developed market with little room to manoeuvre in retail tissue categories. Socioeconomic factors such as population growth are counted as one of the main factors of sales progress. Inevitably, population growth that is around the 1% mark, against high level of household penetration, stands behind modest volume gains. In 2013 retail sales of tissue registered a modest 1% volume rise and achieved 3% increase in retail value to total of C$1.8 billion by the end of the year.
In Canada, the retail tissue category is highly consolidated, with four key manufacturers - Kruger Products LP, Procter & Gamble, Irving Tissue and Kimberly-Clark - accounting for 64% of total retail value sales in 2013. The leader in retail sales was the Canadian manufacturer Kruger Products LP, registering a value share of 30% in 2013, largely through its Scotties, Cashmere, Purex, White Swan, and SpongeTowels brands. Good performance of these brands is due to their well-established names and wide retail distribution, product improvement and marketing that help to maintain sales dynamic. Main flagship brands - Cashmere, Scotties and SpongeTowels - have been key performers in their respective categories of toilet paper, facial tissue and kitchen towels. Also, the brands typically offer a wide range of products, from soft to standard to eco-friendly. For instance, Cashmere collection of toilet paper includes EnviroCare, Base, Premium and Ultra 3-ply as well as now Cashmere UltraLuxe made with "thru-air-dry" technology. The SpongeTowels line includes the basic, Ultra, EnviroCare and limited edition SpongeTowels in a pink colour that supports the breast cancer association. In addition, the facial tissues Scotties brand saw a packaging change in 2013; the new designer series limited edition is more expensive than the regular Scotties box but has a unique packaging look.
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A saturated Canadian market with a high household penetration will be behind modest annual volume growth at a CAGR of 1% over the forecast period, mostly drive by population growth. Value sales of retail tissue are expected to see a CAGR of 2% (at constant 2013 prices), somewhat above the volume growth, reflective of pricing strategies on value-added products driving the growth. Total sales are expected to reach C$2.0 billion.
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