Is a tissue the same as a tissue? Branded product or cheap discount product: The SWR market check takes a closer look.

20 billion Tempo handkerchiefs sold every year

With around 20 billion tissues sold every year, Tempo is still the most popular brand - although it is significantly more expensive than usual private labels. The brand managed to stand out and prevail. As one of the first manufacturers of paper handkerchiefs, the handkerchief producers explained to people what the disadvantages of cloth handkerchiefs were - this is what marketing expert Arne Brekenfeld sees as their secret to success.

“For example, hygiene, actually introducing people to a new type of product category, helped them to also unmistakably and uniquely associate their brand with that category.”

Marketing expert Arne Brekenfeld

Tempo Tissues: Are Store Brands Cheaper?

The original from Tempo costs 16 cents. The own brands Floralys from Lidl and Alouette from Rossmann and Kokett from Aldi are over 40 percent cheaper. Competitor softies is only slightly more expensive than the private labels and therefore significantly cheaper than the traditional brand Tempo. The five brands are tested for tear resistance at the Berlin University of Technology. The Tempo handkerchief comes in third place and the softies come in last place.

Can the Tempo handkerchief be distinguished from the store brands?

In addition to the tear test, ten people are allowed to test the handkerchiefs - and guess which one is the Tempo handkerchief. Only two of the ten testers recognize the speed. Four people believe that the soft Softies are tissues from Tempo, and another four testers rely on the Alouette and Rossmann tissues.

Our conclusion: Market leader Tempo only differs from its competitors in terms of price. It is over 75 percent more expensive. What remains is obviously above all the name that is paid for here.

Source:

Market check SWR , author: Axel Sommer Image source: dpa/ David Ebener
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This film is a repeat of the RBB program “Super.Markt” from October 10, 2022.


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Notes:
1) This content reflects the current state of affairs at the time of publication. The reproduction of individual images, screenshots, embeds or video sequences serves to discuss the topic. 2) Individual contributions were created through the use of machine assistance and were carefully checked by the Mimikama editorial team before publication. ( Reason )