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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Belarus

Mar 2021

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

In 2020, retail tissue and hygiene in Belarus maintained solid current value growth, which was just marginally higher than the increases seen in the previous two years. No lockdown was seen in the country as a result of COVID-19, with retail stores remaining open throughout.

COVID-19 country impact

Despite the arrival of COVID-19 in the country, the authorities in Belarus did not introduce any quarantines, lockdowns or movement restrictions, and the country’s borders remained open. The effects of COVID-19 began to be felt in Belarus in mid-March, although the local authorities only began to publish official statistics about the number of infected people in April.

Company response

In 2020, the competitive environment in tissue and hygiene was characterised by a battle between major global players such as The Procter & Gamble Co, Essity, Kimberly-Clark Corp, Sofidel Group and Johnson & Johnson on the one hand, and strong regional players such as VGP, Torunskie Zaklady Materialow Opatrunkowych (TZMO) and Celltex on the other. Local companies Kampary, Densybel, Sipto and Romax also have notable positions.

Retailing shift

Supermarkets remained the leading distribution channel for retail tissue and hygiene products in 2020, as consumers like the convenience of purchasing such products weekly along with their grocery shopping, with hypermarkets also accounting for a notable value share. Many consumers also turn to health and beauty specialist retailers for these products, but especially for retail adult incontinence products.

What next for tissue and hygiene?

Retail tissue and hygiene is expected to see just a marginally higher growth rate in 2021 than that seen in 2020. COVID-19 increased hygiene standards in Belarus, with consumers becoming more cautious about their health and hygiene.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tissue and Hygiene industry in Belarus with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Tissue and Hygiene industry in Belarus, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Belarus for free:

The Tissue and Hygiene in Belarus market research report includes:

Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Tissue and Hygiene in Belarus?
What are the major brands in Belarus?
What are the most dynamic tissue and hygiene categories?
What are the major markets for tissue products sales?
What are the major markets for hygiene products sales?

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 industry report originates from Passport, our Tissue and Hygiene market research database.

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Tissue and Hygiene in Belarus

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

MARKET INDICATORS

Table 1 Birth Rates 2015-2020
Table 2 Infant Population 2015-2020
Table 3 Female Population by Age 2015-2020
Table 4 Total Population by Age 2015-2020
Table 5 Households 2015-2020
Table 6 Forecast Infant Population 2020-2025
Table 7 Forecast Female Population by Age 2020-2025
Table 8 Forecast Total Population by Age 2020-2025
Table 9 Forecast Households 2020-2025

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2015-2020
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Belarus

KEY DATA FINDINGS

2020 IMPACT

COVID-19 leads to stockpiling, but this is short-lived

Tampons declines due to less travel

Price and brand familiarity are important

RECOVERY AND OPPORTUNITIES

Demographics and conservativeness will hamper growth

Price rises likely to turn consumers to offers and discounts

Local players rely on low prices, international players on marketing and promotion

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 21 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 22 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 23 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 24 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025

Nappies/Diapers/Pants in Belarus

KEY DATA FINDINGS

2020 IMPACT

Falling birth rate responsible for volume decline, not COVID-19

Continued move to disposable pants although nappies/diapers dominates

Quality remains important irrespective of price band

RECOVERY AND OPPORTUNITIES

Falling birth rate set to maintain volume decline

Price sensitivity set to increase

More parents will look at quality and the materials used

CATEGORY DATA

Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020
Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020
Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025

Retail Adult Incontinence in Belarus

KEY DATA FINDINGS

2020 IMPACT

COVID-19 has a limited impact as any stockpiles are used up

Volume decline due to economic problems and price rises

Local players enter the market, taking share from the leader

RECOVERY AND OPPORTUNITIES

Continued volume decline in 2021 due to further price rises

However, various factors will contribute to a return to volume growth from 2022

Rising competition due to arrival of local players

CATEGORY DATA

Table 31 Sales of Retail Adult Incontinence by Category: Value 2015-2020
Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020
Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020
Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020
Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025
Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025

Rx/Reimbursement Adult Incontinence in Belarus

KEY DATA FINDINGS

2020 IMPACT

Strong unit price growth leads to value growth but volume decline

No changes to the reimbursement programme

RECOVERY AND OPPORTUNITIES

As price rises moderate, volume growth is set to return

Reimbursement likely to continue with little change

CATEGORY DATA

Table 37 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2015-2020
Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2015-2020
Table 39 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2020-2025
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2020-2025

Wipes in Belarus

KEY DATA FINDINGS

2020 IMPACT

Price rises hamper volume growth despite COVID-19

Demand for hygiene boosts sales of all purpose cleaning wipes and baby wipes

Rising share of private label due to price-conscious consumers

RECOVERY AND OPPORTUNITIES

Dynamic value growth due to continued price rises, but volume sales will suffer

Baby wipes set to maintain growth as they are used for the whole family

Potential move to natural baby wipes if pricing allows

CATEGORY DATA

Table 41 Retail Sales of Wipes by Category: Value 2015-2020
Table 42 Retail Sales of Wipes by Category: % Value Growth 2015-2020
Table 43 NBO Company Shares of Retail Wipes: % Value 2016-2020
Table 44 LBN Brand Shares of Retail Wipes: % Value 2017-2020
Table 45 Forecast Retail Sales of Wipes by Category: Value 2020-2025
Table 46 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025

Retail Tissue in Belarus

KEY DATA FINDINGS

2020 IMPACT

Continued growth, with toilet paper leading demand and growth

Prices rise, but not as much as in other categories

The fragmented competitive environment reflects the basic status of retail tissue

RECOVERY AND OPPORTUNITIES

Paper towels set to drive growth, but all categories will continue to increase

Continued move towards lower-priced products

Consumers will move away from recycled toilet paper when incomes improve

CATEGORY DATA

Table 47 Retail Sales of Tissue by Category: Value 2015-2020
Table 48 Retail Sales of Tissue by Category: % Value Growth 2015-2020
Table 49 NBO Company Shares of Retail Tissue: % Value 2016-2020
Table 50 LBN Brand Shares of Retail Tissue: % Value 2017-2020
Table 51 Forecast Retail Sales of Tissue by Category: Value 2020-2025
Table 52 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025

Away-From-Home Tissue and Hygiene in Belarus

KEY DATA FINDINGS

2020 IMPACT

Fear of COVID-19 and fewer tourists contribute to decline in AFH tissue

Few AFH hygiene products are provided by the state, thus little impact from COVID-19 is seen

Institutional channels are price-focused leading local players to dominate

RECOVERY AND OPPORTUNITIES

Continued struggles expected in the first half of 2021

Longer-term impact from economic and political situation and lack of tourism

Toilet paper will continue to dominate

CATEGORY DATA

Table 53 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020
Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 55 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020
Table 56 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2020
Table 57 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2020-2025
Table 58 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025

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Megatrends

Country Report

Tissue and Hygiene in Belarus

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Tissue and Hygiene in Belarus

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Belarus

KEY DATA FINDINGS

2020 IMPACT

COVID-19 leads to stockpiling, but this is short-lived

Tampons declines due to less travel

Price and brand familiarity are important

RECOVERY AND OPPORTUNITIES

Demographics and conservativeness will hamper growth

Price rises likely to turn consumers to offers and discounts

Local players rely on low prices, international players on marketing and promotion

CATEGORY DATA

Nappies/Diapers/Pants in Belarus

KEY DATA FINDINGS

2020 IMPACT

Falling birth rate responsible for volume decline, not COVID-19

Continued move to disposable pants although nappies/diapers dominates

Quality remains important irrespective of price band

RECOVERY AND OPPORTUNITIES

Falling birth rate set to maintain volume decline

Price sensitivity set to increase

More parents will look at quality and the materials used

CATEGORY DATA

Retail Adult Incontinence in Belarus

KEY DATA FINDINGS

2020 IMPACT

COVID-19 has a limited impact as any stockpiles are used up

Volume decline due to economic problems and price rises

Local players enter the market, taking share from the leader

RECOVERY AND OPPORTUNITIES

Continued volume decline in 2021 due to further price rises

However, various factors will contribute to a return to volume growth from 2022

Rising competition due to arrival of local players

CATEGORY DATA

Rx/Reimbursement Adult Incontinence in Belarus

KEY DATA FINDINGS

2020 IMPACT

Strong unit price growth leads to value growth but volume decline

No changes to the reimbursement programme

RECOVERY AND OPPORTUNITIES

As price rises moderate, volume growth is set to return

Reimbursement likely to continue with little change

CATEGORY DATA

Wipes in Belarus

KEY DATA FINDINGS

2020 IMPACT

Price rises hamper volume growth despite COVID-19

Demand for hygiene boosts sales of all purpose cleaning wipes and baby wipes

Rising share of private label due to price-conscious consumers

RECOVERY AND OPPORTUNITIES

Dynamic value growth due to continued price rises, but volume sales will suffer