Competitive Landscape
Kodupaber and Sanitex Estonia Oü Maintain the Top Spots as Smaller Brands Gain Ground
Wipes in Estonia in 2025 remains moderately concentrated but shows clear signs of increasing fragmentation compared to the start of the review period in 2020. Kodupaber AS holds the highest retail value share at 19% in 2025, down from 24% in 2020, while Sanitex Estonia OÜ stands at 14%, having also declined from 17% over the same period.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes industry in Estonia 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.
If you're in the Wipes industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Wipes in Estonia 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 Wipes in Estonia?
- Which are the leading brands in Wipes in Estonia?
- How are products distributed in Wipes in Estonia?
- 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 Wipes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Wipes in Estonia - Category analysis
Key Data Insights
Pampers Leverages Online Bulk Formats to Drive Value-Led Growth
Pampers Leverages Online Bulk Formats to Drive Value-Led Growth
Personal Wipes Continue to Dominate as Multipurpose Formats Gain Traction
Sence and Cleanic Respond to Clean Wellness and Convenience Demand
E-Commerce Will Increase Multipack Sales as Shoppers Seek Value and Choice
Personal Wipes Drive Value While Home Care Formats Gain Momentum
Kodupaber and Sanitex Estonia Oü Maintain the Top Spots as Smaller Brands Gain Ground
Supermarkets Consolidate Lead as Promotions and Assortment Drive Loyalty
Retail E-Commerce Accelerates Growth through Bulk and Stock-Up Formats
Promotional Intensity and Price Focus Reshape Channel Strategies
Tissue and Hygiene in Estonia - Industry Overview
Rimi Expands Affordable Tissue Range and Attracts Price-Conscious Shoppers
Key Data Insights
Rimi Expands Affordable Tissue Range and Attracts Price-Conscious Shoppers
Recycled Tissue with Ecolabel Certification Reshapes Everyday Choices
Pants-Style Hygiene Products Redefine Convenience for Active Lifestyles
Private Label Expands Affordable Bulk Packs as Value Drives Purchases
Convenience Formats and Home Delivery Reshape Daily Routines
Sustainable and Skin-Friendly Innovations Challenge Ultra-Cheap Basics
Private Label Gains Ground as Established Leaders Defend Share
Supermarkets Extend Lead with Strong Private Label and Promotions
Retail E-Commerce Gains Traction as Shoppers Prioritise Convenience
Discounters and E-Commerce Reshape Price and Convenience Dynamics
Country Reports Disclaimer
The following categories and subcategories are included:
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
Wipes
This is the aggregation of personal wipes and household cleaning wipes
See all of our definitionsWhy 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 report originates from Passport, our Wipes research and analysis database.
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