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Lidl Shields Consumers From Price Hikes with Blocked Pricing
Romania’s tissue and hygiene landscape in 2025 demonstrates strong resilience, with a retail value growth of 10% year-on-year—outpacing regional performance despite a challenging climate marked by inflation, austerity, and a declining population. The environment is increasingly competitive and attractive for agile players, as rising price sensitivity fuels the rapid expansion of private label and larger pack sizes, while premiumisation emerges at the opposite end with a growing cohort of consumers seeking high-quality and eco-conscious options. Success in this environment requires a dual approach: brands must combine affordability with innovation in wellness and sustainability, leveraging channel diversification—including the accelerating growth of e-commerce and discounters—to reach both value-driven and premium-oriented shoppers. Investments in automation, renewable energy, and regulatory compliance will also prove critical for long-term positioning.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Romania 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 Romania, 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 Romania 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 Romania?
- Which are the leading brands in Tissue and Hygiene in Romania?
- How are products distributed in Tissue and Hygiene in Romania?
- 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 Romania
Lidl Shields Consumers From Price Hikes with Blocked Pricing
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Lidl Shields Consumers From Price Hikes with Blocked Pricing
Chart 2 Lidl Blocks Prices for Several Tissue and Hyigene Products
Elfi Invests in Solar Power and Automation to Meet Eco Demand
Chart 3 Elfi Makes Its Operations More Eco-Friendly
Aquant Happy Planet Wipes Launch as Wellness and Eco Claims Surge
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
Private Label and Premium Brands Split Shopper Loyalties Amid Price Pressure
Sustainability Regulations Push Manufacturers toward Biodegradable Solutions
Health and Wellness Claims Reshape Product Innovation and Marketing
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
Procter & Gamble Loses Ground as Private Label Gains Traction
Chart 8 Analyst Insight for Tissue and Hygiene
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Kaufland and Discounters Win Shoppers over with Wide Product Ranges and Value Offerings
Carrefour and Emag.Ro Accelerate Shift to E-Commerce with Omnichannel Innovation
Discounters and Online Specialists Drive Pack Size and Pricing Trends
Chart 11 Retail Channels 2020-2025
Chart 12 Economic Context for Menstrual Care
Chart 13 Real Gdp Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Menstrual Care
Chart 16 Population 2020-2030
Chart 17 Consumer Expenditure 2020-2030
Chart 18 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Romania
Key Data Insights
Metro Secures Horeca Loyalty by Delivering Affordable Solutions in a Volatile Year
Chart 19 Key Industry Trends Away-from-Home
Metro Secures Horeca Loyalty by Delivering Affordable Solutions in a Volatile Year
Chart 20 Metro Wns Horeca Award
Bulk Formats and Institutional Demand Drive Expansion of Away-From-Home Tissue
Vrancart Accelerates Transition to Green Energy
Chart 21 Vrancart Starts Operating Photovoltaic Park
Chart 22 Value Sales 2020-2030
Chart 23 Value Sales by Category 2025
Ageing Population Set to Fuel Demand for Away-From-Home Hygiene
Smart Hygiene and Personalisation Redefine Procurement and Branding
Chart 24 Forecast Value Sales 2020-2030
Chart 25 Forecast Value Sales by Category 2025-2030
Pehart Grup Acquisition Triggers Renewed Investment and Brand Focus
Metro Expands Cash and Carry and E-Shop to Boost Horeca Loyalty
Metro E-Shop Attracts Business Buyers with Convenience and Fast Delivery
Chart 26 Retail Channels 2020-2025
Chart 27 Economic Context for Away-from-Home
Chart 28 Real Gdp Growth 2020-2030
Chart 29 Inflation 2020-2030
Chart 30 Consumer Context for Away-from-Home
Chart 31 Population 2020-2030
Chart 32 Consumer Expenditure 2020-2030
Chart 33 Population by Generation 2025
Retail Adult Incontinence in Romania
Key Data Insights
Kaufland Expands Discounting to Support Price-Conscious Shoppers
Chart 34 Key Industry Trends for Retail Adult Incontinence
Kaufland Expands Discounting to Support Price-Conscious Shoppers
Chart 35 Kaufland Carries Its Blue Basket Discounting Campaign in 2025
Abena Introduces Premium Innovation as Preferences Polarise
Chart 36 Abena Launches Abena Slip Premium in Romania
Livrare-Scutece.Ro Drives Education on Hypoallergenic and Skin-Friendly Claims
Chart 37 Value Sales 2020-2030
Chart 38 Volume Sales 2020-2030
Chart 39 Value Sales by Category 2025
Seni and Always Expand Portfolios as Consumers Demand Tailored Innovation
Moderate/Heavy Solutions Set to Drive Sales Backed by Innovation
Sustainability and Wellness Claims Drive Brand Investment and Consumer Loyalty
Chart 40 Forecast Value Sales 2020-2030
Chart 41 Forecast Value Sales by Category 2025-2030
Seni Strengthens Multi-Format Reach as Rivals Gain Ground
Chart 42 Company Shares 2025
Chart 43 Brand Shares 2025
Chained Grocery Retailers Dominate Sales
Delivery Apps and E-Commerce Platforms Offer Discretion and Convenience
Chart 44 Retail Channels 2020-2025
Chart 45 Economic Context for Retail Adult Incontinence
Chart 46 Real Gdp Growth 2020-2030
Chart 47 Inflation 2020-2030
Chart 48 Consumer Context for Retail Adult Incontinence
Chart 49 Population 2020-2030
Chart 50 Consumer Expenditure 2020-2030
Chart 51 Population by Generation 2025
Nappies/Diapers/Pants in Romania
Key Data Insights
Falling Birth Rates Shift Focus to Added-Value Products
Chart 52 Key Industry Trends for Nappies/Diapers/Pants
Falling Birth Rates Shift Focus to Added-Value Products
Chart 53 Auchan Carries a Black Friday Campaign for Its Nappies Diapers Pants Portfolio
Private Label Meets Demand for Sustainable and Affordable Products
Chart 54 Dm Expands Adds the Babylove Nature Brand to Its Portfolio
Sezamo Builds Loyalty through E-Commerce Convenience and Targeted Offers
Chart 55 Value Sales 2020-2030
Chart 56 Value Sales by Category 2025
Retailers Drive Premiumisation and Innovation as Birth Rates Fall
Smart Nappies, Sustainable Claims and E-Commerce Reshape Consumer Choices
Chart 57 Forecast Value Sales 2020-2030
Chart 58 Forecast Value Sales by Category 2025-2030
Pampers Invests in Innovation as Challengers Gain Ground
Chart 59 Company Shares 2025
Chart 60 Brand Shares 2025
Kaufland and Carrefour Expand Reach as Discounters Gain Ground
E-Commerce Accelerates as Consumers Search for Convenience and Value
Online Retailers Capture Demand with Promotions and Wider Access
Chart 61 Retail Channels 2020-2025
Chart 62 Economic Context for Nappies/Diapers/Pants
Chart 63 Real Gdp Growth 2020-2030
Chart 64 Inflation 2020-2030
Chart 65 Consumer Context for Nappies/Diapers/Pants
Chart 66 Population 2020-2030
Chart 67 Consumer Expenditure 2020-2030
Chart 68 Population by Generation 2025
Menstrual Care in Romania
Key Data Insights
Enroush Launches Organic Cotton Towels as Demand for Wellness Rises
Chart 69 Key Industry Trends for Menstrual Care
Enroush Launches Organic Cotton Towels as Demand for Wellness Rises
Chart 70 Enroush Upgrades Its Portfolio of 100% Organic Cotton Menstrual Care
Dm Drogerie Markt Drives Access and Affordability through Private Label
Chart 71 Dm Drogerie Markt Gets Involved in Menstrual-Education Initiatives
Consumers Prioritise Wellness and Education as the Population Declines
Chart 72 Value Sales 2020-2030
Chart 73 Volume Sales 2020-2030
Chart 74 Value Sales by Category 2025
Bella and Always Lead Innovation as Premiumisation Reshapes Competition
Pantyliners Set for Dynamic Growth as Rising Awareness Fuels Strong Gains
E-Commerce and Subscription Models Transform Shopping as Technology Advances
Chart 75 Forecast Value Sales 2020-2030
Chart 76 Forecast Value Sales by Category 2025-2030
Procter & Gamble Loses Ground as Tzmo and Private Label Rise
Chart 77 Company Shares 2025
Chart 78 Brand Shares 2025
Kaufland and Carrefour Expand Reach as Discounters Accelerate Growth
Lidl and Dm Capture Shoppers with Affordable and Accessible Options
Delivery Lockers and Subscriptions Drive Online Adoption for Essentials
Chart 79 Retail Channels 2020-2025
Chart 80 Economic Context for Menstrual Care
Chart 81 Real Gdp Growth 2020-2030
Chart 82 Inflation 2020-2030
Chart 83 Consumer Context for Menstrual Care
Chart 84 Population 2020-2030
Chart 85 Consumer Expenditure 2020-2030
Chart 86 Population by Generation 2025
Wipes in Romania
Key Data Insights
Players Adjust to Demographic and Economic Pressures to Deliver Robust Growth
Chart 87 Key Industry Trends for Wipes
Players Adjust to Demographic and Economic Pressures to Deliver Robust Growth
Chart 88 Barza – the Only Intimate Wipes Product with Sodium Bicarbonate
Personal Wipes Lead Sales as Innovation and Health Trends Boost Demand
Zewa, Self Care Medical and Dm Adapt to Changing Consumer Priorities
Chart 89 Zewa Launches Eco-Friendly Moist Toilet Wipes
Chart 90 Value Sales 2020-2030
Chart 91 Value Sales by Category 2025
Discount-Led Private Label Expansion Is Reshaping Consumer Purchasing Decisions
Eco-Friendly Launches and Natural Ingredients Should Attract Health-Focused Buyers
Chart 92 Forecast Value Sales 2020-2030
Chart 93 Forecast Value Sales by Category 2025-2030
Europack Media Expands Local Production to Secure Lead
Chart 94 Company Shares 2025
Chart 95 Brand Shares 2025
Carrefour Expands Discounts as E-Commerce Accelerates Sales Growth
Fast Delivery Services Boost Online Sales
Chained Retailers and E-Sellers Shape Future Discount and Digital Strategies
Chart 96 Retail Channels 2020-2025
Chart 97 Economic Context for Wipes
Chart 98 Real Gdp Growth 2020-2030
Chart 99 Inflation 2020-2030
Chart 100 Consumer Context for Wipes
Chart 101 Population 2020-2030
Chart 102 Consumer Expenditure 2020-2030
Chart 103 Population by Generation 2025
Retail Tissue in Romania
Key Data Insights
Auchan Drives Value Focus as Consumers Shift to Discounted Products and Private Label
Chart 104 Key Industry Trends for Retail Tissue
Auchan Drives Value Focus as Consumers Shift to Discounted Products and Private Label
Chart 105 Auchan Offers Generous Discounts for Its Retail Tissue Products
Eco-Friendly Innovation Key to Meeting New Demands
Chart 106 Pehart Grup Launches Pufina Eco
Chart 107 Value Sales 2020-2030
Chart 108 Volume Sales 2020-2030
Chart 109 Value Sales by Category 2025
Bright Outlook for Retail Tissue as Consumers Embrace Premium Features
Brand Owners Invest in Recycled Materials and Packaging Innovation to Attract Sophisticated Consumers
Rising Incomes and Retail E-Commerce Are Reshaping Demand for Premium and Convenient Tissue Products
Chart 110 Forecast Value Sales 2020-2030
Chart 111 Forecast Value Sales by Category 2025-2030
Sofidel Group Sustains Leadership as Rivals Invest in Capacity
Chart 112 Company Shares 2025
Chart 113 Brand Shares 2025
Kaufland, Carrefour and Lidl Extend Reach with Aggressive Offers
Omnichannel Strategies and Bulky Packs Fuel Online Surge
Retailers to Broaden Private Label Offer and Digital Presence to Retain Loyalty
Chart 114 Retail Channels 2020-2025
Chart 115 Economic Context for Retail Tissue
Chart 116 Real Gdp Growth 2020-2030
Chart 117 Inflation 2020-2030
Chart 118 Consumer Context for Retail Tissue
Chart 119 Population 2020-2030
Chart 120 Consumer Expenditure 2020-2030
Chart 121 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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