Tissue and hygiene recorded healthy current value and volume growth in Estonia in 2018. The key trend was rising health and environmental awareness, which intensified in 2018.
There is a collision between trends in tissue and hygiene in Estonia. On the one hand, rising demand for natural products and environmental awareness led more consumers towards reusable products and options containing fewer chemicals, with examples found in both sanitary protection and nappies/diapers/pants.
The competitive situation within tissue and hygiene in Estonia is quite intense, with strong competition between a limited number of multinational brands. Their popularity relies on Estonians’ trust in them, which is strongly supported by marketing activities.
Estonians purchase tissue and hygiene products from the same channels they purchase the majority of fast moving consumer goods – modern grocery retailers – especially supermarkets and hypermarkets. The importance of these two channels has been growing strongly recently, mostly due to the disappearance of discounters.
Tissue and hygiene has a positive outlook in both current value and volume terms. Rising awareness of natural products and increasing environmental awareness are expected in the coming years, with leading brands incorporating these trends more actively in their offerings.
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This industry report originates from Passport, our Tissue and Hygiene market research database.