Eastern Europe

In 2023, the menstrual care landscape in Poland recorded double-digit retail value growth and positive retail volume sales. The rising demand for menstrual care is linked to positive demographic trends, which have expanded the consumer base. The…

Despite the challenging economic climate, the demand for menstrual care products in Romania saw a steady increase in both value and volume sales throughout 2023. This growth can be attributed to a more educated and informed consumer base, which is…

In 2023, nappies/diapers/pants in North Macedonia is under pressure from declining retail volume growth. The falling birth rate is directly influencing sales, as fewer babies are born in the country. The migration of younger adults is also an issue…

In 2023, nappies/diapers/pants in Poland recorded positive retail value sales, driven by rising price points. As such, despite these positive results, retail volume sales declined. The falling birth rate is negatively impacting sales opportunities in…

The persistently high inflation rates in 2023 prompted Romanian consumers to adjust their purchasing behaviour, adopting a more cautious approach towards nappies/diapers/pants. With the economic landscape presenting challenges, consumers sought…

Consumer demand for retail adult incontinence products in North Macedonia remained stable despite the cost of living challenges facing consumers in 2024. These can be essential products for the elderly as well as those struggling with lifestyle…

In 2023, the ageing population in Poland drove sales in adult retail incontinence goods, which saw positive, double-digit retail volume and value growth. As the number of older adults in need of special health assistance rose, this was accompanied by…

Retail adult incontinence in Romania witnessed a notable surge in sales during 2023, reflecting a robust upward trajectory fuelled by heightened consumer awareness. As societal perceptions surrounding incontinence products continue to evolve, there…

Retail tissue in North Macedonia witnessed limited volume growth in 2023, due to the lacklustre performance of toilet paper. Consumption has been impinged by cost of living pressures and significant price increases across all retail tissue products,…

In 2023, retail tissue in Poland registered double-digit retail value growth, the result of high inflation and rising price points. As manufacturers faced increased production costs, these were passed on to consumers, resulting in higher unit prices.…

Inflation in 2023 influenced Romanians' shopping behaviour for retail tissue. Unit prices continued to rise due to increased costs associated with raw materials and energy, as well as the trend towards premiumisation. This led to further polarisation…

Tissue and hygiene in Macedonia was challenged by high inflation for the second consecutive year in 2023. Although, the rate of inflation is lower compared to 2022, it remained well above normal levels in Macedonia. High inflation has stifled volume…

In 2023, the tissue and hygiene landscape in Poland recorded positive, double-digit retail value growth, driven by rising price points. As such, while value sales were high, retail volume was challenged in areas viewed as unessential, including…

Throughout 2023, players in retail tissue in Romania contended with persistent challenges stemming from inflation and escalating prices of raw materials and energy. These factors compelled some players to adjust their pricing strategies, passing on a…

In 2023, current value sales of wipes witnessed a second year of double-digit growth in North Macedonia. Much of this growth was fuelled by inflation which led to price increases. Despite lowering birth rates and inflationary pressures, baby wipes…

In 2023, wipes in Poland recorded double-digit retail value growth, with these high levels of growth driven by ongoing price rises. General purpose wipes continued to experience positive retail volume growth as consumers increasingly appreciated the…

The prevailing economic landscape in Romania in 2023 was characterised by persistent inflationary pressures, exerting upward pressure on unit prices across various product categories, including wipes. Rising costs associated with raw materials and…

Away-from-home tissue and hygiene in Serbia has been supported by the return to pre-pandemic lifestyles, which has boosted tissue sales. Horeca is the most important channel for away-from-home tissue in Serbia and the recovery of this channel in 2023…

Sales of away-from-home tissue are heavily linked to the performance of the Slovakian economy in 2023. Although the economy remained robust, there were some signs of weakness and companies remained cautious in the face of high inflation. Only a very…