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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Russia

Mar 2021

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

Due to the outbreak of COVID-19 in Russia in 2020, the government implemented a lockdown which started in March 2020 and ended in May. The lockdown period required closing facilities such as schools, leisure locations, offices, and non-essential shops.

COVID-19 country impact

Restrictions to prevent the spread of COVID-19 were introduced gradually in Russia. The entry of Chinese citizens was banned from 20 February, with this being extended to Iranians from 28 February and South Koreans from 1 March.

Company response

Tissue and hygiene in Russia continued to be led by multinational giants in 2020, with Procter & Gamble maintaining its first placed position, followed by Essity and Kimberly-Clark. However, all three of the major players lost share in 2020, with price-sensitivity adapting consumers spending behaviour and increasing the migration to private label, as well as trading down.

Retailing shift

Online sales grew rapidly in 2020, with e-commerce recording 29% share, compared to 12% in 2019 - a significant change. With the outbreak of the virus limiting access to unessential retailers, this benefited the e-commerce platform during the lockdown period.

What next for tissue and hygiene?

In 2021, value growth for many retail products is set to be lower than in 2020, as stockpiling behaviour ceases and some consumers have surplus products within the household. In addition, the economic recession is set to impact shopping behaviours across the early forecast period, with price-sensitivity remaining high.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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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.

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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.

When you purchase this report, you also get the data and the content from these category reports in Russia for free:

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.

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Tissue and Hygiene in Russia

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2018-2025
Chart 2 Tissue and Hygiene Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Birth Rates 2015-2020
Table 2 Infant Population 2015-2020
Table 3 Female Population by Age 2015-2020
Table 4 Total Population by Age 2015-2020
Table 5 Households 2015-2020
Table 6 Forecast Infant Population 2020-2025
Table 7 Forecast Female Population by Age 2020-2025
Table 8 Forecast Total Population by Age 2020-2025
Table 9 Forecast Households 2020-2025

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2015-2020
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Russia

KEY DATA FINDINGS

2020 IMPACT

Demand remains for sanitary protection, being an essential item for many women

Consumers switch from high-priced products and brands throughout 2020

A wide product portfolio helps Procter & Gamble increase its share during COVID-19

RECOVERY AND OPPORTUNITIES

The economic recession shapes the sanitary protection landscape

Tampons post recovery as consumers appreciate ease and convenience

Economic and demographic trends limit volume growth across the forecast period

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 21 Retail Sales of Tampons by Application Format: % Value 2015-2020
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025

Nappies/Diapers/Pants in Russia

KEY DATA FINDINGS

2020 IMPACT

Home seclusion leads to more nappy changes as children spend less time in day care

Standard nappies/diapers record the weakest decline, offering the widest variety and price-points

Multinational giants lead; however, private label improves its share on the landscape

RECOVERY AND OPPERTUNITIES

Volume growth declines as the economic recessions and low birth rate stifles sales

Price-sensitivity impacts choices across the forecast period, benefiting private label

Falling birth rates and the rise of e-commerce shapes the landscape

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025

Retail Adult Incontinence in Russia

KEY DATA FINDINGS

2020 IMPACT

Value growth is positive, while volume growth continues to decline in 2020

Moderate/heavy adult incontinence performs better than light adult incontinence

Price promotions used by Bella Vostok increases the players share in 2020

RECOVERY AND OPPORTUNITIES

Budget restrictions due to economic difficulties continue to stifle growth

Consumers continue to trust moderate/heavy adult incontinence products more than lighter options

The Rx/reimbursement programme for incontinence products stifles growth

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2015-2020
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025

Rx/Reimbursement Adult Incontinence in Russia

KEY DATA FINDINGS

2020 IMPACT

Rx/reimbursement adult incontinence is impacted by the lockdown and ongoing restrictions

COVID-19 dampens government funding for Rx/reimbursement adult incontinence

RECOVERY AND OPPORTUNITIES

Slow growth across the forecast period, aided by ongoing price-sensitivity

Hoops to jump through to access funding, dampens growth

CATEGORY DATA

Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2015-2020
Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2015-2020
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2020-2025
Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2020-2025

Wipes in Russia

KEY DATA FINDINGS

2020 IMPACT

Stockpiling and the focus on health boosts sales of wipes during COVID-19

Lack of on-the-go use and social occasions negative impacts volume growth of certain wipes

Low prices and reasonable quality help local players and private label to succeed

RECOVERY AND OPPORTUNITIES

Growth declines following the uplift in 2020, returning to positive levels in 2022

Demographic trends challenge growth across the coming years

Growth seen for all purpose wipes due to their multi-purpose nature

CATEGORY DATA

Table 42 Retail Sales of Wipes by Category: Value 2015-2020
Table 43 Retail Sales of Wipes by Category: % Value Growth 2015-2020
Table 44 NBO Company Shares of Retail Wipes: % Value 2016-2020
Table 45 LBN Brand Shares of Retail Wipes: % Value 2017-2020
Table 46 Forecast Retail Sales of Wipes by Category: Value 2020-2025
Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025

Retail Tissue in Russia

KEY DATA FINDINGS

2020 IMPACT

Stockpiling behaviour and working from home boosts growth for retail tissue

Paper tableware and paper towels fail to record an uplift in growth

Essity maintains its lead, but private label continues to rise

RECOVERY AND OPPORTUNITIES

Growth reduces in 2021 as demand returns to normal following the outbreak of COVID-19

Growth is driven by toilet paper, which has still not reached saturation

Smaller product areas record differing growth rates across the coming years

CATEGORY DATA

Table 48 Retail Sales of Tissue by Category: Value 2015-2020
Table 49 Retail Sales of Tissue by Category: % Value Growth 2015-2020
Table 50 NBO Company Shares of Retail Tissue: % Value 2016-2020
Table 51 LBN Brand Shares of Retail Tissue: % Value 2017-2020
Table 52 Forecast Retail Sales of Tissue by Category: Value 2020-2025
Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025

Away-From-Home Tissue and Hygiene in Russia

KEY DATA FINDINGS

2020 IMPACT

Volume growth declines as COVID-19 impacts everyday life in Russia

Players reduce AFH tissue costs while investing in antibacterial gel and wipes

Takeaway and delivery services boost growth for AFH tissue and paper towels

RECOVERY AND OPPORTUNITIES

Restrictions hamper sales during 2021, with volume recovery set for 2022

Toilet paper sales remain key, boosting growth across the forecast period

A decline in state funding leads to a negative performance for AFH incontinence

CATEGORY DATA

Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020
Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2020
Table 57 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2015-2020
Table 58 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2015-2020
Table 59 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2015-2020
Table 60 Sales of Away-From-Home Wipers by Format through Public: % Value 2015-2020
Table 61 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020
Table 62 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 63 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2020-2025
Table 64 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025

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Megatrends

Country Report

Tissue and Hygiene in Russia

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Tissue and Hygiene in Russia

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Russia

KEY DATA FINDINGS

2020 IMPACT

Demand remains for sanitary protection, being an essential item for many women

Consumers switch from high-priced products and brands throughout 2020

A wide product portfolio helps Procter & Gamble increase its share during COVID-19

RECOVERY AND OPPORTUNITIES

The economic recession shapes the sanitary protection landscape

Tampons post recovery as consumers appreciate ease and convenience

Economic and demographic trends limit volume growth across the forecast period

CATEGORY DATA

Nappies/Diapers/Pants in Russia

KEY DATA FINDINGS

2020 IMPACT

Home seclusion leads to more nappy changes as children spend less time in day care

Standard nappies/diapers record the weakest decline, offering the widest variety and price-points

Multinational giants lead; however, private label improves its share on the landscape

RECOVERY AND OPPERTUNITIES

Volume growth declines as the economic recessions and low birth rate stifles sales

Price-sensitivity impacts choices across the forecast period, benefiting private label

Falling birth rates and the rise of e-commerce shapes the landscape

CATEGORY DATA

Retail Adult Incontinence in Russia

KEY DATA FINDINGS

2020 IMPACT

Value growth is positive, while volume growth continues to decline in 2020

Moderate/heavy adult incontinence performs better than light adult incontinence

Price promotions used by Bella Vostok increases the players share in 2020

RECOVERY AND OPPORTUNITIES

Budget restrictions due to economic difficulties continue to stifle growth

Consumers continue to trust moderate/heavy adult incontinence products more than lighter options

The Rx/reimbursement programme for incontinence products stifles growth

CATEGORY DATA

Rx/Reimbursement Adult Incontinence in Russia

KEY DATA FINDINGS

2020 IMPACT

Rx/reimbursement adult incontinence is impacted by the lockdown and ongoing restrictions

COVID-19 dampens government funding for Rx/reimbursement adult incontinence

RECOVERY AND OPPORTUNITIES

Slow growth across the forecast period, aided by ongoing price-sensitivity

Hoops to jump through to access funding, dampens growth

CATEGORY DATA

Wipes in Russia

KEY DATA FINDINGS

2020 IMPACT

Stockpiling and the focus on health boosts sales of wipes during COVID-19

Lack of on-the-go use and social occasions negative impacts volume growth of certain wipes

Low prices and reasonable quality help local players and private label to succeed

RECOVERY AND OPPORTUNITIES

Growth declines following the uplift in 2020, returning to positive levels in 2022