Tissue and Hygiene in Estonia

March 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Estonia 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Away-From-Home Tissue and Hygiene
  • Retail Adult Incontinence
  • Nappies/Diapers/Pants
  • Sanitary Protection
  • Wipes
  • Retail Tissue
  • RX/Reimbursement Adult Incontinence

If you're in the Tissue and Hygiene industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Tissue and Hygiene in Estonia 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 Tissue and Hygiene in Estonia?
  • Which are the leading brands in Tissue and Hygiene in Estonia?
  • How are products distributed in Tissue and Hygiene in Estonia?
  • 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 Tissue and Hygiene products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?
Download Table of Contents

Tissue and Hygiene in Estonia

Tissue and hygiene in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for tissue and hygiene?
Table 1 Birth Rates 2017-2022
Table 2 Infant Population 2017-2022
Table 3 Female Population by Age 2017-2022
Table 4 Total Population by Age 2017-2022
Table 5 Households 2017-2022
Table 6 Forecast Infant Population 2022-2027
Table 7 Forecast Female Population by Age 2022-2027
Table 8 Forecast Total Population by Age 2022-2027
Table 9 Forecast Households 2022-2027
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2018-2022
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2019-2022
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2017-2022
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2017-2022
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2022
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2022-2027
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2022-2027

DISCLAIMER

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Estonia

KEY DATA FINDINGS

Slight fall in constant value sales, as inflation bites
Larger players benefit from economies of scale
AFH toilet paper remains the dominant product.
Hospitality best way to increase scope of away-from-home products
Increasing demand for AFH hygiene
Sustainability concerns dampen volume sales
Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2017-2022
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2017-2022
Table 21 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2017-2022
Table 22 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2022
Table 23 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2022-2027
Table 24 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2022-2027

Retail Adult Incontinence in Estonia

KEY DATA FINDINGS

Healthy volume growth as awareness grows
Landscape becoming more competitive
Heavy/moderate incontinence pads register higher growth
Healthy volume growth over forecast period
E-commerce sales set to increase
Players look for ways to minimise potential purchasing embarrassment
Table 25 Sales of Retail Adult Incontinence by Category: Value 2017-2022
Table 26 Sales of Retail Adult Incontinence by Category: % Value Growth 2017-2022
Table 27 NBO Company Shares of Retail Adult Incontinence: % Value 2018-2022
Table 28 LBN Brand Shares of Retail Adult Incontinence: % Value 2019-2022
Table 29 Forecast Sales of Retail Adult Incontinence by Category: Value 2022-2027
Table 30 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2022-2027

Nappies/Diapers/Pants in Estonia

KEY DATA FINDINGS

Minimal volume growth, as inflation bites
Leading multinationals attract consumers with higher quality product ranges
Disposable pants increasingly popular
Minimal volume growth over forecast period
Increasing sustainability concerns could dampen value sales
Private label could gain significant value share
Table 31 Retail Sales of Nappies/Diapers/Pants by Category: Value 2017-2022
Table 32 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2017-2022
Table 33 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2018-2022
Table 34 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2019-2022
Table 35 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2022-2027
Table 36 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2022-2027

Sanitary Protection in Estonia

KEY DATA FINDINGS

Minimal volume growth, as inflation bites
Leading global brands lose value share as some consumers forced to trade down
Thinner towels with wings best performer
Minimal volume growth over forecast period
Menstrual cups and period underwear benefit from increasing concerns about environment
Private label gains, with Lidl being a game changer
Table 37 Retail Sales of Sanitary Protection by Category: Value 2017-2022
Table 38 Retail Sales of Sanitary Protection by Category: % Value Growth 2017-2022
Table 39 NBO Company Shares of Retail Sanitary Protection: % Value 2018-2022
Table 40 LBN Brand Shares of Retail Sanitary Protection: % Value 2019-2022
Table 41 Forecast Retail Sales of Sanitary Protection by Category: Value 2022-2027
Table 42 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2022-2027

Wipes in Estonia

KEY DATA FINDINGS

Moderate volume growth in spite of high inflation
Price drives value sales in 2022
Baby wipes continue to be popular
Moderate volume growth over forecast period.
Sustainability comes to the fore again over the forecast period
Private label gains significant value share
Table 43 Retail Sales of Wipes by Category: Value 2017-2022
Table 44 Retail Sales of Wipes by Category: % Value Growth 2017-2022
Table 45 NBO Company Shares of Retail Wipes: % Value 2018-2022
Table 46 LBN Brand Shares of Retail Wipes: % Value 2019-2022
Table 47 Forecast Retail Sales of Wipes by Category: Value 2022-2027
Table 48 Forecast Retail Sales of Wipes by Category: % Value Growth 2022-2027

Retail Tissue in Estonia

KEY DATA FINDINGS

Minimal volume growth, as inflation bites
Growing competition from cheaper private label ranges
Toilet paper continues to dominate
Minimal volume growth over forecast period
Sustainability concerns may dampen volume growth
Private label gains significant value share
Table 49 Retail Sales of Tissue by Category: Value 2017-2022
Table 50 Retail Sales of Tissue by Category: % Value Growth 2017-2022
Table 51 NBO Company Shares of Retail Tissue: % Value 2018-2022
Table 52 LBN Brand Shares of Retail Tissue: % Value 2019-2022
Table 53 Forecast Retail Sales of Tissue by Category: Value 2022-2027
Table 54 Forecast Retail Sales of Tissue by Category: % Value Growth 2022-2027

Rx/Reimbursement Adult Incontinence in Estonia

KEY DATA FINDINGS

Continued value and volume growth in 2022
Erosion of taboos and increasing consumer awareness benefit the product area
No changes in set up in 2022
Continued growth over forecast period
Possible trading down over forecast period
Strong scope for growth given increasing elderly population
Table 55 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2017-2022
Table 56 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2017-2022
Table 57 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2022-2027
Table 58 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2022-2027
The following categories and subcategories are included:

Tissue and Hygiene

      • AFH Adult Incontinence
      • AFH Boxed Facial Tissues
        • AFH Napkins
        • AFH Tablecloths
      • AFH Paper Towels
      • AFH Toilet Paper
      • AFH Wipers
        • Light Adult Incontinence
        • Moderate/Heavy Adult Incontinence
        • Disposable Pants
          • Junior Nappies/Diapers
          • New Born Nappies/Diapers
          • Standard Nappies/Diapers
        • Pantyliners
        • Tampons
            • Standard Towels with Wings
            • Standard Towels without Wings
            • Slim/Thin/Ultra-Thin Towels with Wings
            • Slim/Thin/Ultra-Thin Towels without Wings
        • Sanitary Protection Including Intimate Wipes
            • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
            • Wipes and Refills (Dry Electro-Static)
              • Cleaning Solution
              • Refill Wipes/Pads
            • Starter Kits/Trigger Device
            • All Purpose Cleaning Wipes
            • Furniture Polish Wipes
            • Toilet Care Wipes
            • Window/Glass Wipes
            • Other Impregnated Wipes
          • Starter Kits/Sweepers/Sticks (Excluding Wipes)
          • Wipes (Excluding Starter Kits/Sweepers/Sticks)
          • General Purpose Wipes
          • Intimate Wipes
          • Baby Wipes
            • Facial Cleansing Wipes
            • Deodorant Wipes
          • Moist Toilet Wipes
      • Paper Towels
        • Napkins
        • Tablecloths
        • Boxed Facial Tissues
        • Pocket Handkerchiefs
      • Toilet Paper
  • Rx/Reimbursement adult incontinence
        • Disposable Pants
          • Junior Nappies/Diapers
          • New Born Nappies/Diapers
          • Standard Nappies/Diapers
        • Pantyliners
        • Tampons
            • Standard Towels With Wings
            • Standard Towels Without Wings
            • Slim/Thin/Ultra-Thin Towels With Wings
            • Slim/Thin/Ultra-Thin Towels Without Wings
        • Sanitary Protection Including Intimate Wipes
            • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
            • Wipes and Refills (Dry Electro-Static)
              • Cleaning Solution
              • Refill Wipes/Pads
            • Starter Kits/Trigger Device
            • All Purpose Cleaning Wipes
            • Furniture Polish Wipes
            • Toilet Care Wipes
            • Window/Glass Wipes
            • Other Impregnated Wipes
          • General Purpose Wipes
          • Intimate Wipes
          • Baby Wipes
            • Facial Cleansing Wipes
            • Deodorant Wipes
          • Moist Toilet Wipes
          • AFH Napkins
          • Retail Napkins
          • AFH Tablecloths
          • Retail Tablecloths
          • AFH Boxed Facial Tissues
          • Retail Boxed Facial Tissues
        • Pocket Handkerchiefs
        • AFH Paper Towels
        • Retail Paper Towels
        • AFH Toilet Paper
        • Retail Toilet Paper
      • AFH Wipers

Tissue and Hygiene

This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.

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This report originates from Passport, our Tissue and Hygiene research and analysis database.

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