Eastern Europe

Overall, wipes saw volume sales decline in Ukraine in 2023. However, deodorant wipes experienced a notable increase in volume and value sales during the year. This growth was largely a result of deodorant wipes being a relatively small and emerging…

Tissue and hygiene saw decline in both volume and value terms in Ukraine in 2023. This performance was connected with the mass migration of people from the country due to ongoing military actions. The substantial population shift has resulted in a…

Toilet paper performed relatively well in retail tissue in Ukraine in 2023. This can be attributed to its status as a fundamental commodity, maintaining robust demand even amidst declining revenues in the tissue market. Notably, toilet paper…

Retail adult incontinence demonstrated growth in Ukraine in 2023, fuelled by multiple factors, including a rise in the number of individuals affected by illness and injuries due to the war, increased awareness of the convenience of these products,…

The decline in the nappies/diapers/pants category in Ukraine in 2023 can be attributed to the dual impact of a declining birth rate and children leaving the country due to the ongoing war. The diminishing number of births directly contributed to…

In 2023, menstrual care experienced a decline in volume sales in Ukraine, primarily stemming from the departure of the female population from the country amid the ongoing war. While sales rose slightly in current value terms, this was primarily the…

In 2023, away-from-home (AFH) hygiene led in the AFH segment in volume terms, thanks to AFH adult incontinence registering positive dynamics, in contrast to AFH tissue, in which all categories were noted for negative growth rates. Hospitals began to…

Wipes experienced growth both in volume and value terms in Slovenia in 2023, with deodorant wipes emerging as one of the fastest-growing subcategories. This growth is primarily attributed to increased hygiene awareness among consumers, coupled with a…

Sales of wipes in Slovakia continued to enjoy steady growth in retail volume terms, while current value growth benefited from rising prices. Consumers have become more hygiene conscious since the outbreak of COVID-19, with this helping to support the…

Demand for wipes in Serbia has been supported by elevated hygiene standards since the COVID-19 pandemic. Though wipes registered double-digit current value growth in 2023, constant value sales were flat. Prices have been rising due to the soaring…

Tissue and hygiene in Slovenia experienced significant growth in 2023 driven by heightened health and hygiene awareness among consumers. With ongoing concerns about cleanliness and sanitation, individuals are prioritising products such as wipes,…

Tissue and hygiene in Slovakia recorded only slight volume growth in 2023, as strong inflationary pressures limited consumer expenditure and prevented an increase in spend year-on-year. Robust price increases in tissue and hygiene ultimately led to…

Rising inflation has dampened volume sales of tissue and hygiene in Serbia. Higher logistical and raw material costs linked to the COVID-19 pandemic and the Russia-Ukraine war have also resulted in price increases. With the high costs of living…

The category of Rx/reimbursement adult incontinence experienced growth in both volume and value terms in 2023 in Slovenia, driven primarily by healthcare settings. As the elderly population continues to increase, more individuals are seeking…

The growth of Rx/reimbursement adult incontinence in Slovakia remained stable in 2023, as consumers tend to use these products for a long time. Compared to retail, products prescribed by the doctor are fully reimbursed by an insurance company, and…

Volume sales of Rx/reimbursement adult incontinence in Serbia remained stable in 2023. The ageing population is the main driver of category sales, as the elderly tend to experience incontinence issues later in life. In tandem, rising inflation and…

Sales of retail tissue in Slovenia in 2023 saw growth in both value and volume terms. This expansion was primarily propelled by heightened hygiene awareness among consumers, a growing population, and the ongoing urbanisation trend. Post-pandemic,…

Retail tissue in Slovakia bucked the downward economic trend in 2023, by posting a solid increase in volume sales. Healthy growth in toilet paper supported this trend aided by brand and private label innovations. Economy toilet paper was launched by…

In 2023, consumers focused on buying essential retail tissue products in Serbia, as inflation remained stubbornly high. Toilet paper faced robust volume growth and supported overall category growth, as it is considered a necessary product that cannot…

Retail adult incontinence in Slovenia continued to witness robust volume growth in 2023. The country's rapidly ageing population remains a primary driver of this growth, with older individuals forming the core consumer base for incontinence products.…