While the global economic downturn has brought in a new set of challenges for the hygienic paper industry, growth prospects remain amazingly good with fresh opportunities emerging in key markets, revealed FINE, the market leader and trend-setter in the Middle East's hygienic paper industry. For 2009, FINE aims to focus on the untapped potential in the Middle East and East African markets, where the company has launched a series of marketing campaigns to create awareness about the importance of quality hygienic paper products and consequently help boost demand for its premium-quality products.

FINE revealed that it has made significant inroads in high-potential markets in the Middle East such as Jordan, Egypt, Sudan, Morocco and Lebanon as well as in Iran, while exports to its primary markets in the Gulf region is poised to increase by up to 25 per cent, reaffirming the region's excellent growth prospects despite the challenges posed by the global recession. The robust outlook follows a solid 20 per cent growth in 2008, driven by strong sales of FINE's facial tissues, toilet rolls and the launch of FINEE, a new premium brand of disposable baby diapers.

"In light of the present economic realities, some markets such as the Indian subcontinent are facing difficulties as consumers, distributors and other industry stakeholders adjust to new market dynamics. FINE, however, has remained on track to achieve its growth targets by implementing an expansion strategy that focuses on high-potential export markets such as the Gulf and East Africa," said Peter Janho, Chief Area Officer for the Arabian Peninsula and Iran, FINE.

In the GCC, FINE maintains its dominance in the facial tissues segment with a 21.35 per cent share, while securing a 23.31 per cent share of the toilet paper segment. FINE has also doubled its share in the kitchen towels segment in the last 12 months with a 14.17 per cent stake in the market.

Oman currently tops the list of FINE's leading export markets, accounting for around 40 per cent of total export sales. In Saudi Arabia, where FINE has a huge 32 per cent share in the hygienic paper segment, FINE has been increasing its sales force and fleet for a sustained horizontal expansion, strengthening the company's presence in major cities and other new markets through a third-party distributor.

FINE's aggressive expansion program has been complemented by a strong commitment to research and development, which enables the company to continuously set new trends and pioneer new product categories in the region. In early 2009, the company introduced FINEE, a brand of diapers that has been developed after two years of research, while a spin-off product - FINEE Baby Wipes - has also been launched. FINE has also pioneered the 'Steri Pro' process of sterilising tissues, which guarantees that the tissues are 100 per cent germ-free before they are packed.

FINE has also established a strategic partnership with Disney, one of the largest media and entertainment conglomerate in the world, in developing a whole new range of FINE-Disney products that have been recently introduced in the market, featuring famous Disney characters such as Mickey Mouse.

"The introduction of the new export markets and the continued expansion of our product lines have further improved FINE's sales volume. The Middle East represents an enormous potential for long-term growth as the region continues to embrace new products and open new market segments in light of the growing requirements of the region's increasing population and rapid socioeconomic development," said Janho.

FINE's portfolio of products includes facial tissues, toilet paper, baby diapers, wet wipes, refreshing towels, adult briefs, jumbo rolls, kitchen towels and sanitary pads. FINE operates a manufacturing unit at the Jebel Ali Free Zone in Dubai equipped with state-of-the-art equipment and facilities handled by 300 highly-skilled staff.

For years FINE has been recognised in the market for its hygienic paper products of the highest quality. The company has been the recipient of many marketing awards, including 'Arab Superbrand' for two consecutive years in 2004 and 2005, and the 'Best Toiletry Product of the Year' Award at the Retail News Middle East Awards 2006.