Executive Summary

Mar 2019
Tissue and hygiene stagnates rather than evolves

Tissue and hygiene has to be described as stagnating, as of 2018. Although some factors added momentum to the general condition of the Russian economy in the first half of 2018, the second part of the year remained rather flat in terms of performance, resulting in moderate growth in GDP.

Consumers go for cheaper products to maintain comfort

Price sensitivity was a factor behind the consumption of most fmcg products in Russia during the review period and in 2018, in particular. Manufacturers bear this in mind while building their strategies and product portfolios.

International players face challenges

Although Russian tissue and hygiene is dominated by international heavyweights, such as Procter & Gamble, Essity and Kimberly-Clark, their positions have been constantly challenged by local manufacturers, especially in important categories such as toilet paper. Toilet paper is of the highest necessity and has a strong consumption history in Russia.

Distribution consolidates with a touch of internet retailing

The distribution of tissue and hygiene in Russia continued towards consolidation in 2018 with no major changes occurring during the review period or anticipated for the forecast period. With local consumption shrinking, smaller retailers and even retail chains are forced to fight for survival and each price-sensitive consumer.

Sustained development expected

The negative factors affecting tissue and hygiene during the review period are expected to persist during the forecast period. Consumers’ real income, one of the main preconditions for local consumption development, is set to achieve a low dynamic over the forecast period.

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Tissue and Hygiene in Russia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tissue and Hygiene industry in Russia 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 Russia, our research will save you time and money while empowering you to make informed, profitable decisions.

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

EXECUTIVE SUMMARY

Tissue and hygiene stagnates rather than evolves
Consumers go for cheaper products to maintain comfort
International players face challenges
Distribution consolidates with a touch of internet retailing
Sustained development expected

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 Russia

HEADLINES

PROSPECTS

Stability urges demand
Adult incontinence is in free fall
AFH wipers is almost invisible while AFH toilet paper and paper towels remain in demand

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 Sales of Away-From-Home Paper Towels by Type: % Value 2014-2018
Table 22 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2013-2018
Table 23 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2013-2018
Table 24 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2013-2018
Table 25 Sales of Away-From-Home Wipers by Format through Public: % Value 2013-2018
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 27 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 29 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in Russia

HEADLINES

PROSPECTS

Demographics and economic stagnation impact sales
Disposable pants suffers from a higher average unit price
Standard nappies/diapers performs best

COMPETITIVE LANDSCAPE

Local production expands
Two major players suffer
Private label continues to grow

CATEGORY DATA

Table 30 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 31 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 32 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 33 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 35 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in Russia

HEADLINES

PROSPECTS

Adult incontinence continues to lose its taboo image
Consumer base not fully established for light incontinence products
Rx/reimbursement programme takes away major growth from retail adult incontinence

COMPETITIVE LANDSCAPE

Global brands continue to dominate
Local manufacturers take steps towards adult incontinence
Private label is not visible

CATEGORY DATA

Table 36 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 37 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 38 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 39 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 40 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 41 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in Russia

HEADLINES

PROSPECTS

Toilet paper continues its healthy growth
Paper tableware returns to a slightly positive track
Facial tissues chases saturation

COMPETITIVE LANDSCAPE

Zewa is challenged
Private label grows
Hayat Kimya slows down

CATEGORY DATA

Table 42 Retail Sales of Tissue by Category: Value 2013-2018
Table 43 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 44 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 45 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 46 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 47 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Rx/Reimbursement Adult Incontinence in Russia

HEADLINES

PROSPECTS

State support lies behind the success of adult incontinence sales
Continued economic turmoil will make the future of the Rx/reimbursement programme unclear

CATEGORY DATA

Table 48 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2013-2018
Table 49 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2013-2018
Table 50 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2018-2023
Table 51 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2018-2023

Sanitary Protection in Russia

HEADLINES

PROSPECTS

Negative consumer expectations hamper sales
Basic solutions gain increased share
Tampons and pantyliners struggle to compete

COMPETITIVE LANDSCAPE

Major international players continue to dominate
Private label is on the rise
Online retailing of sanitary protection grows fast

CATEGORY DATA

Table 52 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 53 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 54 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 55 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 56 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 57 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 58 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in Russia

HEADLINES

PROSPECTS

Baby wipes demonstrates resilience
Intimate wipes loses its dynamic
Home care wipes turns to the economy segment

COMPETITIVE LANDSCAPE

Local grip remains
Private label gains share in wipes
Private label leads baby wipes and takes over in general purpose wipes

CATEGORY DATA

Table 59 Retail Sales of Wipes by Category: Value 2013-2018
Table 60 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 61 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 62 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 63 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 64 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023