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Government Price Caps Reshape Purchasing as Affordability Dominates
Tissue and hygiene in Croatia in 2025 is shaped by a unique combination of strong regulatory controls, marked cost sensitivity, and evolving consumer behaviour, resulting in retail value growth, trailing the increases reported elsewhere in the region. The environment is defined by the government's extension of price caps to a range of essential goods, including staples like toilet paper and baby wet wipes, which constrains pricing flexibility and channels demand toward clearly labelled, entry-level products. This has intensified competition, particularly benefiting private label, as consumers prioritise affordability over brand allegiance or premium features. Demographic shifts, including a declining younger population and a rising older-age cohort, are driving robust growth in retail adult incontinence, while limiting prospects for nappies and baby wipes. The result is an environment where the attractiveness for brands depends on their ability to compete on value, operational efficiency, and omnichannel accessibility, as overall consumer expenditure is forecast to remain significant despite a shrinking youth population. Success for manufacturers and retailers hinges on leveraging strong retail partnerships, investing in digital convenience, and communicating clear value, as the landscape remains highly concentrated with leading brands facing increasing pressure from agile private label and discounters.
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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
Government Price Caps Reshape Purchasing as Affordability Dominates
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Government Price Caps Reshape Purchasing as Affordability Dominates
Premiumisation Holds Firm in Retail Tissue
Chart 2 Violeta Double Care Strengthens Premium Positioning
E-Commerce Gains Ground as a Strategic Channel
Chart 3 Value Sales 2020-2030
Chart 4 Value Sales by Category 2025
Private Label Strengthens as Brands Expected to Prioritise Value Messaging
Adult Incontinence Leads Growth as Nappies Set to Face Demographic Headwinds
Retailers Expand E-Commerce and Delivery to Reach Rural Consumers
Chart 5 Analyst Insight for Tissue and Hygiene
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
Violeta and Private Label Increase Pressure on Mid-Tier Brands
Chart 8 Company Shares 2025
Chart 9 Brand Shares 2025
Discounters Attract Cost-Conscious Shoppers with Affordable Tissue and Hygiene
Chart 10 Retail Channels 2020-2025
Chart 11 Economic Context for Tissue and Hygiene
Chart 12 Real Gdp Growth 2020-2030
Chart 13 Inflation 2020-2030
Chart 14 Consumer Context for Tissue and Hygiene
Chart 15 Population 2020-2030
Chart 16 Consumer Expenditure 2020-2030
Chart 17 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Croatia
Key Data Insights
Metro Croatia Leverages App-Based Pricing to Strengthen Horeca Cost Control
Metro Croatia Leverages App-Based Pricing to Strengthen Horeca Cost Control
Chart 18 METRO Croatia Promotes App Pricing to Support HoReCa Savings
Record Tourist Arrivals Propel Demand for Bulk Tissue Solutions
Chart 19 Value Sales 2020-2030
Chart 20 Value Sales by Category 2025
Tourism Operators Adjust Purchasing to Manage Seasonal Demand Surges
Hospitality Buyers Set to Embrace Cost Control and Sustainable Procurement
Chart 21 Forecast Value Sales 2020-2030
Chart 22 Forecast Value Sales by Category 2025-2030
Tourist Arrivals Drive Horeca Channel to Record Demand
Chart 23 Retail Channels 2020-2025
Chart 24 Economic Context for Away-From-Home Tissue and Hygiene
Chart 25 Real Gdp Growth 2020-2030
Chart 26 Inflation 2020-2030
Chart 27 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 28 Population 2020-2030
Chart 29 Consumer Expenditure 2020-2030
Chart 30 Population by Generation 2025
Retail Adult Incontinence in Croatia
Key Data Insights
Hzzo Supports Access and Reduces Costs, Sustaining Growth
Hzzo Supports Access and Reduces Costs, Sustaining Growth
Chart 31 HZZO Increases 2025 Budget
Essity Drives Premium Growth as Consumers Shift to Higher-Value Pants
Chart 32 TENA High Waist Underwear
Hartmann Redefines Convenience with Reusable Absorbent Underwear Launch
Chart 33 Value Sales 2020-2030
Chart 34 Volume Sales 2020-2030
Chart 35 Value Sales by Category 2025
Discreet Pants and Technology Investments to Reshape Consumer Preferences
Chart 36 Forecast Value Sales 2020-2030
Chart 37 Forecast Value Sales by Category 2025-2030
Abena Leverages Clinical Ties to Reinforce Leadership
Chart 38 Company Shares 2025
Chart 39 Brand Shares 2025
Health and Beauty Specialists Maintain Dominance as Grocery Formats Gain Ground
Chart 40 Retail Channels 2020-2025
Chart 41 Economic Context for Retail Adult Incontinence
Chart 42 Real Gdp Growth 2020-2030
Chart 43 Inflation 2020-2030
Chart 44 Consumer Context for Retail Adult Incontinence
Chart 45 Population 2020-2030
Chart 46 Consumer Expenditure 2020-2030
Chart 47 Population by Generation 2025
Nappies/Diapers/Pants in Croatia
Key Data Insights
Konzum Plus and Dm Steer Shoppers Towards Price-Capped Options
Konzum Plus and Dm Steer Shoppers Towards Price-Capped Options
Private Label and Large Packs Absorb Demand as Parents Down-Trade
Dm’S Online Expansion and Violeta’S Wellness Focus Drive Differentiation
Chart 48 DM Drives Diaper Sales Through Rapid E-Commerce Expansion
Chart 49 Value Sales 2020-2030
Chart 50 Volume Sales 2020-2030
Chart 51 Value Sales by Category 2025
Branded Players Set to Pursue Premiumisation as Birth Rate Falls
Parents Opt for Nappies/Diapers as Pants Expected to Gain Ground in Convenience
E-Commerce and Wellness Claims to Reshape Value Strategies for Brands
Chart 52 Forecast Value Sales 2020-2030
Chart 53 Forecast Value Sales by Category 2025-2030
Procter & Gamble Defends Leadership as Private Label Gains Traction
Chart 54 Company Shares 2025
Chart 55 Brand Shares 2025
Health and Beauty Specialists Drive Trust and Value-Led Purchases
Chart 56 Retail Channels 2020-2025
Chart 57 Economic Context for Nappies/Diapers/Pants
Chart 58 Real Gdp Growth 2020-2030
Chart 59 Inflation 2020-2030
Chart 60 Consumer Context for Nappies/Diapers/Pants
Chart 61 Population 2020-2030
Chart 62 Consumer Expenditure 2020-2030
Chart 63 Population by Generation 2025
Menstrual Care in Croatia
Key Data Insights
Price-Capped Pads Drive Value Focus and Stable Demand
Price-Capped Pads Drive Value Focus and Stable Demand
Sanitary Pads Maintain Dominance as Private Label Gains Ground
Chart 64 Always Platinum Strengthens Premium Positioning
Zelena Akcija Champions Reusable Products as Sustainability Grows
Chart 65 Value Sales 2020-2030
Chart 66 Volume Sales 2020-2030
Chart 67 Value Sales by Category 2025
Retailers Leverage Price Transparency to Drive Premium Innovation
Brands Set to Target Younger Shoppers with Sustainable, Health-Led Messaging
Chart 68 Forecast Value Sales 2020-2030
Chart 69 Forecast Value Sales by Category 2025-2030
Procter & Gamble and Essity Defend Lead as Private Label Narrows the Gap
Chart 70 Company Shares 2025
Chart 71 Brand Shares 2025
Health and Beauty Specialists Sustain Trust as Price Caps Drive Traffic
Chart 72 Retail Channels 2020-2025
Chart 73 Economic Context for Menstrual Care
Chart 74 Real Gdp Growth 2020-2030
Chart 75 Inflation 2020-2030
Chart 76 Consumer Context for Menstrual Care
Chart 77 Population 2020-2030
Chart 78 Consumer Expenditure 2020-2030
Chart 79 Population by Generation 2025
Wipes in Croatia
Key Data Insights
Retailers Respond to Affordability Pressures by Prioritising Basic Value Wipes
Retailers Respond to Affordability Pressures by Prioritising Basic Value Wipes
Dm-Drogerie Markt Drives E-Commerce-Led Shift to Planned, Bulk Purchases
Chart 80 Dm Croatia Accelerates Growth Through Rapid E-Commerce Expansion
Beba Leverages Gentle Care Positioning to Win Trust in Value-Driven Launches
Chart 81 Value Sales 2020-2030
Chart 82 Value Sales by Category 2025
Dm Focuses on E-Commerce and Value Packs to Capture Dispersed Demand
Chart 83 Forecast Value Sales 2020-2030
Chart 84 Forecast Value Sales by Category 2025-2030
Dm-Drogerie Markt Leverages Private Label and Online Growth to Consolidate Leadership
Chart 85 Company Shares 2025
Chart 86 Brand Shares 2025
Health and Beauty Specialists Reinforce Leadership through Trusted Product Portfolios
Chart 87 Retail Channels 2020-2025
Chart 88 Economic Context for Wipes
Chart 89 Real Gdp Growth 2020-2030
Chart 90 Inflation 2020-2030
Chart 91 Consumer Context for Wipes
Chart 92 Population 2020-2030
Chart 93 Consumer Expenditure 2020-2030
Chart 94 Population by Generation 2025
Retail Tissue in Croatia
Key Data Insights
Government Price Caps Direct Shoppers to Value-Focused Multipacks
Government Price Caps Direct Shoppers to Value-Focused Multipacks
Chart 95 Croatia expanded price-caps
Retailers Boost Private Label Ranges by Leveraging Regulated Prices
New Launches Shifts Shopper Behaviour with Lighter, Resource-Efficient Rolls
Chart 96 Perfex Resource-Efficient Toilet Paper
Chart 97 Value Sales 2020-2030
Chart 98 Volume Sales 2020-2030
Chart 99 Value Sales by Category 2025
Discounters and Supermarkets to Defend Share as Price Caps Persist
Brand Strategies to Focus on Sustainability and Efficiency to Win Loyalty
Chart 100 Forecast Value Sales 2020-2030
Chart 101 Forecast Value Sales by Category 2025-2030
Top Players Defend Lead as Private Label Ranges Chip Away at Mid-Tier Brands
Chart 102 Company Shares 2025
Chart 103 Brand Shares 2025
Supermarkets and Hypermarkets Maintain Channel Lead through Entrenched Habits
Chart 104 Retail Channels 2020-2025
Chart 105 Economic Context for Retail Tissue
Chart 106 Real Gdp Growth 2020-2030
Chart 107 Inflation 2020-2030
Chart 108 Consumer Context for Retail Tissue
Chart 109 Population 2020-2030
Chart 110 Consumer Expenditure 2020-2030
Chart 111 Population by Generation 2025
Rx/Reimbursement Adult Incontinence in Croatia
Key Data Insights
Simbex Strengthens Digital Access to Reimbursed Care, Boosting User Convenience
Simbex Strengthens Digital Access to Reimbursed Care, Boosting User Convenience
Chart 112 Simbex Webshop Expands Online Access
Chart 113 Value Sales 2020-2030
Chart 114 Volume Sales 2020-2030
Healthcare Providers Prioritise Patient Activation to Expand Access
Digitalisation Expected to Streamline Access While Price Controls Persist
Chart 115 Forecast Value Sales 2020-2030
Simbex Expands Digital Ordering to Improve Access and Convenience
Chart 116 Economic Context for Rx/Reimbursement Adult Incontinence
Chart 117 Real Gdp Growth 2020-2030
Chart 118 Inflation 2020-2030
Chart 119 Consumer Context for Rx/Reimbursement Adult Incontinence
Chart 120 Population 2020-2030
Chart 121 Consumer Expenditure 2020-2030
Chart 122 Population by Generation 2025
Country Reports Disclaimer
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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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other 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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- Disposable Period Pants
- 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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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- 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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- Disposable Period Pants
- 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
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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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- 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.
See all of our definitions
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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