Competitive Landscape
Leaders Defend Share as Local Value Brands Rise
Retail tissue in Ukraine in 2025 remained highly concentrated, with the largest player, Kyivsky Kartonno-Paperovy Kombinat, holding 32% value share and the second-largest, VGP PAO, at 17%. This concentration has remained stable or slightly increased since 2020, as the leader's share grew from 31% in 2020, while VGP PAO's share rose from 16%.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Ukraine 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 Ukraine, 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 Ukraine 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 Ukraine?
- Which are the leading brands in Retail Tissue in Ukraine?
- How are products distributed in Retail Tissue in Ukraine?
- 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 Ukraine - Category analysis
Key Data Insights
Greater Focus on Affordable Mega Packs
Greater Focus on Affordable Mega Packs
Obukhiv and Kohavynka Gain Share as Classic Toilet Paper Surges
Economic Pressures Drive Demand for Value and Convenience
Bulk Formats and Value Messaging to Retain Shopper Loyalty
Toilet Paper Will Maintain Lead as Efficiency Drives Paper Towel Gains
Sustainability Cues Set to Gain Traction with Value-Focused Shoppers
Leaders Defend Share as Local Value Brands Rise
Grocery Retailers Retain Dominance through Convenience
Home Delivery Drives E-Commerce Appeal for Bulky Tissue Items
Tissue and Hygiene in Ukraine - Industry Overview
Local Players Defend Share by Prioritising Affordability and Essentials
Key Data Insights
Local Players Defend Share by Prioritising Affordability and Essentials
Convenience Features Sustain Demand for Hygiene and Personal Care
Eva, Watsons and Rozetka Shift Sales Online with Value Bundles and Fast Delivery
Bulk-Focused Local Brands to Extend Value Leadership through Digital Sales
Digital-First Shopping Habits Set to Reshape Competition and Pricing Dynamics
Normalised Hygiene Habits and Shrinking Population Will Define Demand Outlook
Procter & Gamble Loses Further Share to Local Players
Supermarkets and Hypermarkets Appeal with Convenience Purchases of High-Frequency Items
Rozetka and Watsons Drive Digital Sales with Promotions and Delivery
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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