Executive Summary

Mar 2019
Tissue and hygiene experiences healthy development

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.

Discrepancy between natural aspects and convenience

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.

Large multinationals lead, whilst small niche players are appearing

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.

Modern grocery retailers dominates

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.

Moderate growth is set to continue

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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Tissue and Hygiene in Estonia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tissue and Hygiene industry in Estonia 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 Estonia, 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 Estonia for free:

The Tissue and Hygiene in Estonia 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 Estonia?
  • What are the major brands in Estonia?
  • 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.

Tissue and Hygiene in Estonia

EXECUTIVE SUMMARY

Tissue and hygiene experiences healthy development
Discrepancy between natural aspects and convenience
Large multinationals lead, whilst small niche players are appearing
Modern grocery retailers dominates
Moderate growth is set to continue

MARKET INDICATORS

Table 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Estonia

HEADLINES

PROSPECTS

The positive economic situation supports sales
Providing tissue and hygiene products for employers and customers is essential
The rising importance of the service sector supports purchases

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 24 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in Estonia

HEADLINES

PROSPECTS

The forecast period does not look as positive, despite a static consumer base
Reusable cloth nappies/diapers gain significance
Disposable pants has the best outlook

COMPETITIVE LANDSCAPE

Essity withdraws its popular Libero brand from the Estonian market
Smaller players target ongoing trends and gain importance
The Procter & Gamble Co leads

CATEGORY DATA

Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in Estonia

HEADLINES

PROSPECTS

The ageing population supports demand for adult incontinence products
Awareness of incontinence problems increases
Moderate/heavy incontinence has a better outlook

COMPETITIVE LANDSCAPE

Essity continues to dominate
Paul Hartmann’s Molimed targets price-conscious consumers
No real competitors for Tena and Molimed

CATEGORY DATA

Table 31 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in Estonia

HEADLINES

PROSPECTS

A different kind of natural awareness affects retail tissue
New product development is intense within retail tissue
Boxed facial tissues and paper towels see the best performances

COMPETITIVE LANDSCAPE

Antalis and Essity lead
Private label remains important
Horizon Tissue is the leading domestic player

CATEGORY DATA

Table 37 Retail Sales of Tissue by Category: Value 2013-2018
Table 38 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 39 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 40 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 41 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 42 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Rx/Reimbursement Adult Incontinence in Estonia

HEADLINES

PROSPECTS

A notable improvement in reimbursement in adult incontinence is not projected
The Estonian Social Insurance Board offers partial compensation
Pharmacy Benu Apteek tailors the compensation system to its promotional campaign

CATEGORY DATA

Table 43 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2013-2018
Table 44 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2013-2018
Table 45 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2018-2023
Table 46 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2018-2023

Sanitary Protection in Estonia

HEADLINES

PROSPECTS

No growth projected in the consumer base
Pantyliners has the best outlook, towels without wings the worst
New niches emerge, supported by rising health concerns

COMPETITIVE LANDSCAPE

Consumers prefer well-known brands
New smaller players appear
Players which do not seem trustworthy see the worst performances

CATEGORY DATA

Table 47 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 48 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 49 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 50 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 51 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 52 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in Estonia

HEADLINES

PROSPECTS

Raising awareness of natural ingredients affects new product development
The usage of wipes widens
Wipes has a positive outlook

COMPETITIVE LANDSCAPE

Johnson & Johnson leads
Economy brands also play a crucial role
Mayeri Industries is the leading local player

CATEGORY DATA

Table 53 Retail Sales of Wipes by Category: Value 2013-2018
Table 54 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 55 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 56 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 57 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 58 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023