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Tissue and hygiene in 2024: The big picture
Tissue and hygiene sales continued to grow in Estonia in 2024, but at a much slower pace compared to recent years. This slowdown is mainly due to the market stabilising after the surge in demand driven by the pandemic.
2024 key trends
Toilet paper continued to dominate the Estonian tissue and hygiene market in 2024 as it is an essential, everyday product with consistent demand. Nappies/diapers/pants follow closely, driven by a stable birth rate and the ongoing need for baby care products.
Competitive landscape
Essity AB maintained its lead of tissue and hygiene in Estonia in 2024 by building on its strong brand reputation and wide product range. Its well-known brands, including Tena, Lotus, Libresse, and Tork, cater to a wide spectrum of consumer needs, from everyday hygiene to baby care and business needs.
Retail developments
Supermarkets and hypermarkets remained the largest distribution channels for tissue and hygiene products in Estonia in 2024, offering convenience, competitive pricing, and a wide product selection. Many supermarkets have expanded their private label offerings, further boosting sales.
What next for tissue and hygiene?
Tissue and hygiene sales in Estonia are expected to stagnate in constant value terms over the forecast period. The primary challenge lies in the shrinking consumer base due to demographic changes, with only some level of immigration potentially helping to stabilise or slightly grow the base.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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.
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 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 Tissue and Hygiene 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 Tissue and Hygiene in Estonia?
- Which are the leading brands in Tissue and Hygiene in Estonia?
- How are products distributed in Tissue and Hygiene 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 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 Estonia
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
Table 1 Birth Rates 2019-2024
Table 2 Infant Population 2019-2024
Table 3 Female Population by Age 2019-2024
Table 4 Total Population by Age 2019-2024
Table 5 Households 2019-2024
Table 6 Forecast Infant Population 2024-2029
Table 7 Forecast Female Population by Age 2024-2029
Table 8 Forecast Total Population by Age 2024-2029
Table 9 Forecast Households 2024-2029
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
DISCLAIMER
Summary 1 Research Sources
Away-From-Home Tissue and Hygiene in Estonia
KEY DATA FINDINGS
Rising demand post-pandemic with consumers expecting higher hygiene standards
Ageing population, increased institutional demand, and improved product availability support growth of AFH adult incontinence
Innovation focuses on eco- and skin-friendly options
Ageing population and higher hygiene standards will sustain demand
Gradual e-commerce expansion for cost-effective bulk purchases
Rising demand for hygiene and sustainability
Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 21 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
Table 22 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
Table 23 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
Table 24 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029
Retail Adult Incontinence in Estonia
KEY DATA FINDINGS
Growth driven by an ageing population, and improved awareness and education
Paul Hartmann AG leads with strong and widely available brands
Supermarkets offer convenience, competitive pricing, and product variety
Rising awareness and an ageing population to fuel future growth
Privacy, convenience, and product variety will drive more consumers online
Innovation to focus on discreet, skin- and eco-friendly products
Table 25 Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 26 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
Table 27 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
Table 28 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
Table 29 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
Table 30 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
Nappies/Diapers/Pants in Estonia
KEY DATA FINDINGS
Low birth rate impacts nappies/diapers/pants in 2024
Kimberly-Clark leads with its strong reputation and widespread availability
Supermarkets lead, offering convenience, competitive pricing, and frequent promotions
Faster decline due to falling birth rate and increased adoption of reusable products
Steady growth of e-commerce
Innovation to focus on eco- and skin-friendly materials, and improved absorbency
Table 31 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 32 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
Table 33 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
Table 34 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
Table 35 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
Table 36 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
Menstrual Care in Estonia
KEY DATA FINDINGS
Strong demand for slim/thin/ultra-thin towels with wings as they offer comfort, protection, and discretion
Procter & Gamble leads, offering widely available and trusted brands
Convenience, competitive pricing, and frequent promotions ensure supermarkets lead
Slight decline due to demographic changes and shifting consumer habits
Slow but steady e-commerce growth
Innovation will focus on comfort, eco-friendliness, and smart technology
Table 37 Retail Sales of Menstrual Care by Category: Value 2019-2024
Table 38 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
Table 39 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
Table 40 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
Table 41 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
Table 42 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
Wipes in Estonia
KEY DATA FINDINGS
Wipes’ demand supported by greater hygiene awareness, their convenience, and product variety
Kenvue Inc benefits from consumer trust and wide availability
Convenient supermarkets offer a broad product range and frequent promotions
Growth in facial cleansing wipes to balance out decline in intimate wipes
E-commerce growth supported by a wide product range, discounts, fast delivery, and improved digital marketing
Innovation to focus on eco-friendly materials, skincare benefits, and enhanced convenience
Table 43 Retail Sales of Wipes by Category: Value 2019-2024
Table 44 Retail Sales of Wipes by Category: % Value Growth 2019-2024
Table 45 NBO Company Shares of Retail Wipes: % Value 2020-2024
Table 46 LBN Brand Shares of Retail Wipes: % Value 2021-2024
Table 47 Forecast Retail Sales of Wipes by Category: Value 2024-2029
Table 48 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
Retail Tissue in Estonia
KEY DATA FINDINGS
Price increases boost value sales in 2024
Essity AB maintains its lead with a strong brand portfolio and wide distribution network
Fast growth of discounters with the expansion of Lidl
Modest growth, with steady demand for essential toilet paper
In-store shopping will remain popular, allowing price comparisons and immediate purchases
Innovation to focus on eco-friendly options and improved functionality
Table 49 Retail Sales of Tissue by Category: Value 2019-2024
Table 50 Retail Sales of Tissue by Category: % Value Growth 2019-2024
Table 51 NBO Company Shares of Retail Tissue: % Value 2020-2024
Table 52 LBN Brand Shares of Retail Tissue: % Value 2021-2024
Table 53 Forecast Retail Sales of Tissue by Category: Value 2024-2029
Table 54 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
Rx/Reimbursement Adult Incontinence in Estonia
KEY DATA FINDINGS
Continued growth in Rx/reimbursement adult incontinence
Essity AB leads, offering a wide range of products to meet various needs
Pharmacies remain the go-to option for patients using reimbursement schemes
Rising demand driven by an ageing population, improved reimbursement policies, and increasing awareness
More innovation and competition expected
Potential shift in distribution
Table 55 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2019-2024
Table 56 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2019-2024
Table 57 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2024-2029
Table 58 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2024-2029
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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-
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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
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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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