Tissue and hygiene in 2024: The big picture
Tissue and hygiene in Croatia witnessed a notable slowdown in value sales growth during 2024. Whilst many categories experienced rising prices and increasing consumption, retail tissue suffered a notable decline in value sales.
2024 key trends
Convenience and innovation are key drivers in tissue and hygiene, particularly in categories like adult incontinence, menstrual care, and diapers, where products offering improved comfort and efficiency are gaining popularity. Wipes remain popular for their convenience, with growth in personal and general-purpose varieties, driven by hygiene considerations.
Competitive landscape
Essity Croatia plays a significant role in tissue and hygiene, holding a leading position with a diverse portfolio of well-known brands. Essity’s strength reflects its presence across multiple key categories with the Zewa brand holding a strong position in toilet paper.
Retail developments
Grocery retailers are the largest distribution channel for tissue and hygiene products in Croatia. The modern channel commands a significant percentage of the market, with over half of value sales occurring through supermarkets, hypermarkets and discounters in 2024.
What next for tissue and hygiene?
Tissue and hygiene in Croatia is projected to experience steady value growth in the forecast period. The demographic implications of an ageing population will significantly impact demand patterns, such as higher consumption of adult incontinence products.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Croatia 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 Croatia, 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 Croatia 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 Croatia?
- Which are the leading brands in Tissue and Hygiene in Croatia?
- How are products distributed in Tissue and Hygiene in Croatia?
- 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 Croatia
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Away-From-Home Tissue and Hygiene in Croatia
KEY DATA FINDINGS
AFH tissue and hygiene witnesses moderate growth
AFH reports solid growth driven by horeca
Innovation is driven by sustainability and hygiene levels
Moderate growth outlook for away-from-home tissue and hygiene
AFH tissue and hygiene focuses on efficiency and digitalisation
AFH tissue and hygiene will focus on sustainability and smart solutions
Retail Adult Incontinence in Croatia
KEY DATA FINDINGS
Ageing population drives category development
Abena A/S leads the category
Health and beauty specialists perform ahead of grocery retailers
Promising outlook for retail adult incontinence
E-commerce sales poised for steady growth
Players will embrace technology to elevate product efficacy
Nappies/Diapers/Pants in Croatia
KEY DATA FINDINGS
Falling consumption of nappies/diapers/pants
Procter & Gamble leads in nappies/diapers/pants
Health and beauty specialists is leading channel
Volume sales to decline in nappies/diapers/pants
E-commerce faces promising growth
Innovation and promotional activities will drive growth
Menstrual Care in Croatia
KEY DATA FINDINGS
Shift to premium menstrual care drives value sales
Procter & Gamble doo holds its firm lead
Price sensitivity dries sales growth via discounters
Rising demand for reusable products to stifle growth of disposables
E-commerce to be driven by health and beauty specialists
Players will innovate in multiple areas
Wipes in Croatia
KEY DATA FINDINGS
Strong performance of baby wipes
dm-Drogerie Markt doo takes overall leadership position
Health and beauty specialists is most popular channel for wipes
Solid growth expectations for wipes
E-commerce has scope to advance from small base
Innovation to heighten functionality and address sustainability
Retail Tissue in Croatia
KEY DATA FINDINGS
Falling prices leads to value sales decline
Value-based shopping underpins performance of private label
Modern retailers garner a strong lead in retail tissue
Focus on premium lines will underpin value growth
Consumers use a range of distribution channels
Sustainable strategies set to gain traction
Rx/Reimbursement Adult Incontinence in Croatia
KEY DATA FINDINGS
Steady performance is supported by Croatian healthcare system
Products typically differ from retail offerings by offering medical-grade performance
Medical supply stores are main distribution channel
Healthy outlook backed by state measures
Innovation will prioritise product efficacy
Digitalisation will enhance the purchasing process
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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- Light Adult Incontinence
- 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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- 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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- Retail Light Adult Incontinence
- Retail Moderate/Heavy Adult Incontinence
- 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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- 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
-
- Menstrual Care Including Intimate Wipes
-
-
-
- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
-
-
- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
-
-
- 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.
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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