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