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Retailers Leverage Private Label to Drive Volume Growth through Affordability
Tissue and hygiene in Poland demonstrated a resilient performance in 2025, outperforming many regional counterparts by recording value growth of 6% to PLN11.7 billion supported by real GDP growth of 3% and rising consumer expenditure. This environment remains attractive, as strong volume sales are driven by ongoing demand for essential products, despite continuing population decline and increased price sensitivity. Health and beauty specialists maintains their retail channel lead at 33%, and discounters continue to strengthen their lead by expanding private label ranges.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Poland 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 Poland, 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 Poland 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 Poland?
- Which are the leading brands in Tissue and Hygiene in Poland?
- How are products distributed in Tissue and Hygiene in Poland?
- 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?
Tissue and Hygiene in Poland
Retailers Leverage Private Label to Drive Volume Growth through Affordability
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Retailers Leverage Private Label to Drive Volume Growth through Affordability
Chart 2 Biedronka Expands Queen Private Label to Meet Affordability Needs in Toilet Paper
Retail Adult Incontinence Accelerates as Ageing Polish Population Reshapes Demand
Brands Use Clean Wellness and Sustainability to Defend Value Amid Price Pressure
Chart 3 Cheeky Panda Brings Clean, Bamboo-Based Kitchen Towels to Polish Eco-Focused Consumers
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
Discounters Expand Private Label to Meet Demand for Value
Declining Birthrate and Demographic Pressure to Impact Nappies/Diapers/Pants
Sustainability and Wellness Become Baseline Expectations for New Products
Chart 6 Analyst Insight for Tissue and Hygiene
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
Jeronimo Martins Polska Faces Growing Private Label Pressure as Share Declines
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Discounters Attract Cost-Focused Shoppers and Drive Private Label Growth
E-Commerce Grows Supported by Bulk Purchases and Convenience
Chart 11 Retail Channels 2020-2025
Chart 12 Economic Context for Tissue and Hygiene
Chart 13 Real GDP Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Tissue and Hygiene
Chart 16 Population 2020-2030
Chart 17 Consumer Expenditure 2020-2030
Chart 18 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Poland
Key Data Insights
Brands Win Buyers with Efficient Tissue Systems
Chart 19 Key Industry Trends for Away-From-Home Tissue and Hygiene
Brands Win Buyers with Efficient Tissue Systems
Chart 20 Velvet Care Professional Expands Value-oriented AFH Tissue Systems
Jumbo Tissue Solutions Gain Ground as Usage Rebounds
Tork Drives Sustainable Adoption with Recycled Tissue Innovations
Chart 21 Tork Introduces Sustainable Napkin Dispensers and Recycled Tissue
Chart 22 Value Sales 2020-2030
Chart 23 Value Sales by Category 2025
Facility Managers Prioritise High-Capacity Systems to Control Operational Costs
Standardised Tissue Solutions Maintain Lead as Hygiene Formats Accelerate
Sustainability Requirements Reshape Procurement as Recycled Fibre Becomes Standard
Chart 24 Forecast Value Sales 2020-2030
Chart 25 Forecast Value Sales by Category 2025-2030
Horeca Channel Leads as Foodservice Outlets and Food-To-Go Formats Expand
E-Commerce Strengthens as a Contract Fulfilment Channel, Not a Disruptor
Chart 26 Retail Channels 2020-2025
Chart 27 Economic Context for Away-From-Home Tissue and Hygiene
Chart 28 Real GDP Growth 2020-2030
Chart 29 Inflation 2020-2030
Chart 30 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 31 Population 2020-2030
Chart 32 Consumer Expenditure 2020-2030
Chart 33 Population by Generation 2025
Retail Adult Incontinence in Poland
Key Data Insights
Brands Drive Value Focus with Private Label to Meet Affordability Demands
Chart 34 Key Industry Trends for Retail Adult Incontinence
Brands Drive Value Focus with Private Label to Meet Affordability Demands
Chart 35 Biedronka Expands Affordable Adult Incontinence with Elly Absorbent Underwear Multipack
Elly and Bella Shape Format Preference as Convenience Drives Value and Volume Growth across Light and Heavy Formats
Chart 36 Bella Control Discreet Pads Highlight Convenience-Led Adult Incontinence Care in Poland
Brands Normalise Male Incontinence Care to Meet Inclusive and Diverse Consumer Demands
Chart 37 Value Sales 2020-2030
Chart 38 Volume Sales 2020-2030
Chart 39 Value Sales by Category 2025
Discounters Drive Affordability and Accessibility as Demand Looks Set to Increase
Pants-Style Innovation and Declining Stigma to Broaden User Adoption
Chart 40 Forecast Value Sales 2020-2030
Chart 41 Forecast Value Sales by Category 2025-2030
Private Label Grows Despite Concentrated Market
Chart 42 Analyst Insight for Retail Adult Incontinence
Chart 43 Company Shares 2025
Chart 44 Brand Shares 2025
Health and Beauty Specialists Take the Lead with First-Time and Lighter-Incontinence Users
Retail E-Commerce Attracts Discreet Buyers as Online Sales Accelerate
Chart 45 Retail Channels 2020-2025
Chart 46 Economic Context for Retail Adult Incontinence
Chart 47 Real GDP Growth 2020-2030
Chart 48 Inflation 2020-2030
Chart 49 Consumer Context for Retail Adult Incontinence
Chart 50 Population 2020-2030
Chart 51 Consumer Expenditure 2020-2030
Chart 52 Population by Generation 2025
Nappies/Diapers/Pants in Poland
Key Data Insights
Retailers Drive Private Label Gains through Affordability
Chart 53 Key Industry Trends for Nappies/Diapers/Pants
Retailers Drive Private Label Gains through Affordability
Chart 54 Biedronka’s Dada Nappies Strengthen Private Label
Standard Nappies Remain Largest Category as Disposable Pants Outperform on Growth
Brands Broaden Clean Wellness Offering as Consumer Prioritise Skin-Friendliness and Sustainability
Chart 55 Rascals Expands Clean Wellness Positioning
Chart 56 Value Sales 2020-2030
Chart 57 Volume Sales 2020-2030
Chart 58 Value Sales by Category 2025
Discounters Strengthen Private Label as Birth Rates Decline
Disposable Pants Accelerate as Convenience Trumps Radical Change
Innovation Pivots to Wellness and Reassurance as Families Adapt
Chart 59 Forecast Value Sales 2020-2030
Chart 60 Forecast Value Sales by Category 2025-2030
Top Players Defend Lead as Private Label Accelerates
Chart 61 Analyst Insight for Nappies/Diapers/Pants
Chart 62 Company Shares 2025
Chart 63 Brand Shares 2025
Discounters Boost Private Label Sales as Shoppers Seek Value
Retail E-Commerce Accelerates but Remains a Secondary Channel
Rascals Expands Clean Wellness Appeal through Discounter Partnerships
Chart 64 Retail Channels 2020-2025
Chart 65 Economic Context for Nappies/Diapers/Pants
Chart 66 Real GDP Growth 2020-2030
Chart 67 Inflation 2020-2030
Chart 68 Consumer Context for Nappies/Diapers/Pants
Chart 69 Population 2020-2030
Chart 70 Consumer Expenditure 2020-2030
Chart 71 Population by Generation 2025
Menstrual Care in Poland
Key Data Insights
Discounters Leverage Affordability with Private Label Offerings
Chart 72 Key Industry Trends for Menstrual Care
Discounters Leverage Affordability with Private Label Offerings
Towels Remains Largest Category as Brands Leverage Age-Specfic Offerings and Branding
Chart 73 Bella Launches Teen-Specific Menstrual Towels
Sustainability Demands Drive Growth of Reusable Period Pants
Chart 74 Facelle Natural Reusable Period Pants Leverages Sustainability Demands
Chart 75 Value Sales 2020-2030
Chart 76 Volume Sales 2020-2030
Chart 77 Value Sales by Category 2025
Discounters and Evolving Retail Dynamics Will Reshape Consumer Decision-Making
Teen and Life-Stage Innovation Will Drive Premiumisation Amid Stable Demand for Towels
Reusable Formats Likely to Expand to Meet Consumer Sustainability Demands
Chart 78 Forecast Value Sales 2020-2030
Chart 79 Forecast Value Sales by Category 2025-2030
Procter & Gamble and Tzmo Defend Leadership as Private Label Intensifies Price Competition
Chart 80 Analyst Insight for Menstrual Care
Chart 81 Company Shares 2025
Chart 82 Brand Shares 2025
Discounters Widen Lead as Affordability Reshapes Buying Patterns
E-Commerce Accelerates Growth by Supporting Discreet and Diverse Choices
Chart 83 Retail Channels 2020-2025
Chart 84 Economic Context for Menstrual Care
Chart 85 Real GDP Growth 2020-2030
Chart 86 Inflation 2020-2030
Chart 87 Consumer Context for Menstrual Care
Chart 88 Population 2020-2030
Chart 89 Consumer Expenditure 2020-2030
Chart 90 Population by Generation 2025
Wipes in Poland
Key Data Insights
Discounters Accelerate Value-Led Growth with Private Label Innovations
Chart 91 Key Industry Trends for Wipes
Discounters Accelerate Value-Led Growth with Private Label Innovations
Chart 92 Biedronka Expands Affordable Wipes with Dada Flushable Toilet Paper
H2o Wipes and Clean Wellness Drive Value in Baby and Facial Hygiene
Convenience and Wellness Priorities Shape Consumer Demand
Chart 93 Nivea Micellar Cleansing Facial Wipes Gain Traction
Chart 94 Value Sales 2020-2030
Chart 95 Value Sales by Category 2025
Discounters to Strengthen Affordable Hygiene as Usage Expands
Personal Wipes to Remain Resilient as Home Care Wipes Accelerate
Brands to Prioritise Clean Wellness, Reassurance and Sustainability Cues
Chart 96 Forecast Value Sales 2020-2030
Chart 97 Forecast Value Sales by Category 2025-2030
Procter & Gamble Defends Leadership as Private Label Gains Pace
Chart 98 Analyst Insight for Wipes
Chart 99 Company Shares 2025
Chart 100 Brand Shares 2025
Discounters Capture Everyday Spending as Value Rises
Health and Beauty Specialists Defend Premium Wipes with Perception of Trust
Discounters and E-Commerce Shape Future Channel Competition
Chart 101 Retail Channels 2020-2025
Chart 102 Economic Context for Wipes
Chart 103 Real GDP Growth 2020-2030
Chart 104 Inflation 2020-2030
Chart 105 Consumer Context for Wipes
Chart 106 Population 2020-2030
Chart 107 Consumer Expenditure 2020-2030
Chart 108 Population by Generation 2025
Retail Tissue in Poland
Key Data Insights
Private Label Sales Boosted by Price-Conscious Consumers
Chart 109 Key Industry Trends for Retail Tissue
Private Label Sales Boosted by Price-Conscious Consumers
Toilet Paper Leads on Volume and Shows Strongest Value Growth
Chart 110 Biedronka: Queen Private Label
Polarised Trends between Affordability and Clean Wellness
Chart 111 Clean Wellness with Zuzii Bamboo Toilet Paper
Chart 112 Value Sales 2020-2030
Chart 113 Volume Sales 2020-2030
Chart 114 Value Sales by Category 2025
Discounters to Prioritise Value as Brands Seek Premium Niches
Wellness and Sustainability Influence Innovation but Remain Niche
An Ageing Population and Spending Shifts Reinforce Functional Needs
Chart 115 Forecast Value Sales 2020-2030
Chart 116 Forecast Value Sales by Category 2025-2030
Velvet Care Defends Lead as Discounter Brands Gain Momentum
Chart 117 Analyst Insight for Retail Tissue
Chart 118 Company Shares 2025
Chart 119 Brand Shares 2025
Discounters Expand Share as Supermarkets Lose Appeal
E-Commerce Gains Momentum by Targeting Bulk and Premium Buyers
Chart 120 Retail Channels 2020-2025
Chart 121 Economic Context for Retail Tissue
Chart 122 Real GDP Growth 2020-2030
Chart 123 Inflation 2020-2030
Chart 124 Consumer Context for Retail Tissue
Chart 125 Population 2020-2030
Chart 126 Consumer Expenditure 2020-2030
Chart 127 Population by Generation 2025
Rx/Reimbursement Adult Incontinence in Poland
Key Data Insights
Bella Drives Cost-Conscious Product Selection under Reimbursement Pressure
Chart 128 Key Industry Trends for Rx/Reimbursement Adult Incontinence
Bella Drives Cost-Conscious Product Selection under Reimbursement Pressure
Chart 129 Bella Absorbent Pants SupportAffordability
Eco by Naty Targets Niche Demand for Sustainable Reimbursement Products
Chart 130 Eco by Naty Introduces Eco-certified Incontinence Liners
Chart 131 Value Sales 2020-2030
Chart 132 Volume Sales 2020-2030
Patients and Caregivers Prioritise Affordability as Reimbursement Limits Persist
Chart 133 Forecast Value Sales 2020-2030
Chart 134 Economic Context for Rx/Reimbursement Adult Incontinence
Chart 135 Real GDP Growth 2020-2030
Chart 136 Inflation 2020-2030
Chart 137 Consumer Context for Rx/Reimbursement Adult Incontinence
Chart 138 Population 2020-2030
Chart 139 Consumer Expenditure 2020-2030
Chart 140 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- 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)
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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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.
See all of our definitions
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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