Competitive Landscape
Velvet Care Defends Lead as Discounter Brands Gain Momentum
Retail tissue is moderately concentrated, with the leading company, Velvet Care Sp zoo, holding an 18% value share in 2025, followed by Jeronimo Martins Polska SA at 15%. Over the period from 2020 to 2025, the category has become less concentrated, as leading branded players experienced a steady decline in their share, while competitors such as Delitissue Sp zoo and discounter private label operators like Lidl Sp zoo Sp.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Poland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Retail Tissue industry in Poland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Retail Tissue in Poland report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Retail Tissue in Poland?
- Which are the leading brands in Retail Tissue in Poland?
- How are products distributed in Retail Tissue in Poland?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Retail Tissue products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Retail Tissue in Poland - Category analysis
Key Data Insights
Private Label Sales Boosted by Price-Conscious Consumers
Private Label Sales Boosted by Price-Conscious Consumers
Toilet Paper Leads on Volume and Shows Strongest Value Growth
Polarised Trends between Affordability and Clean Wellness
Discounters to Prioritise Value as Brands Seek Premium Niches
Wellness and Sustainability Influence Innovation but Remain Niche
An Ageing Population and Spending Shifts Reinforce Functional Needs
Velvet Care Defends Lead as Discounter Brands Gain Momentum
Discounters Expand Share as Supermarkets Lose Appeal
E-Commerce Gains Momentum by Targeting Bulk and Premium Buyers
Tissue and Hygiene in Poland - Industry Overview
Retailers Leverage Private Label to Drive Volume Growth through Affordability
Key Data Insights
Retailers Leverage Private Label to Drive Volume Growth through Affordability
Retail Adult Incontinence Accelerates as Ageing Polish Population Reshapes Demand
Brands Use Clean Wellness and Sustainability to Defend Value Amid Price Pressure
Discounters Expand Private Label to Meet Demand for Value
Declining Birthrate and Demographic Pressure to Impact Nappies/Diapers/Pants
Sustainability and Wellness Become Baseline Expectations for New Products
Jeronimo Martins Polska Faces Growing Private Label Pressure as Share Declines
Discounters Attract Cost-Focused Shoppers and Drive Private Label Growth
E-Commerce Grows Supported by Bulk Purchases and Convenience
Country Reports Disclaimer
The following categories and subcategories are included:
Retail Tissue
- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Retail Tissue research and analysis database.
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