Boston, MA -- (SBWIRE) -- 06/18/2014 -- Manufacturers were unable to stop the continued decrease in unit price that has been seen since the review period. The average unit price of retail tissue declined by 1% in 2013. With an increase in cheaper imported tissues and consumers using more private label products, unit price fell again for the fifth consecutive year.
Tissues is a concentrated industry in Japan. In tissues, a 73% share of total value sales was held by the top three manufacturers; Nippon Paper Crecia, Daio Paper Corp, and Oji Nepia in 2013. In this category brand recognition and equity is still important to consumers, who look for established brands such as Daio Paper's Elleair brand and Nippon Paper Crecia's Scotties. Within toilet paper, the industry is less concentrated as there is less of a focus on brand names and more of a focus on prices. The same three companies within toilet paper only accounted for 49% of the market in 2013.
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Value sales of retail tissue will decline over the forecast period at a CAGR of 1% (at constant 2013 prices), largely due to demographic issues. Consumers will continue to trade down or look for cheaper alternatives, particularly private label products which have become much more common due to promotional activities from such as Aeon and Seven and I Holdings.
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