Tissue and hygiene in 2024: The big picture
Volume sales of tissue and hygiene in Georgia in 2024 were primarily driven by the growth of hygiene standards and the active development of modern retail across the country. As consumers are more aware of the importance of hygiene, the demand for tissue and hygiene products has risen, fostering an increase in volume sales.
2024 key trends
Menstrual care remained the largest tissue and hygiene category in Georgia in 2024 as its products are frequently used hygiene products. Innovations in design and materials, such as eco-friendly options, catering to the rising consumer demand for sustainable choices, have fuelled growth, as has growing demand for menstrual care suitable for active lifestyles.
Competitive landscape
Procter & Gamble maintained its lead in tissue and hygiene in Georgia in 2024 due to its strong presence in numerous tissue and hygiene categories, including nappies/diapers/pants, menstrual care, and wipes. The company offers a diverse portfolio of brands that cater to a wide range of consumer needs, ensuring broad market appeal.
Retail developments
Health and beauty specialists remained the leading channel in tissue and hygiene in 2024 due to their wide product assortment, strong availability, and frequent promotions. Pharmacies are benefiting from their strong longstanding presence in the market, active outlet expansion and ongoing promotional efforts.
What next for tissue and hygiene?
Over the forecast period, volume sales of tissue and hygiene products in Georgia are expected to be driven by rising hygiene standards and the expansion of modern retail into regional areas. As consumers become more health-conscious and access to these products increases, demand is likely to grow.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Georgia 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 Georgia, 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 Georgia 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 Georgia?
- Which are the leading brands in Tissue and Hygiene in Georgia?
- How are products distributed in Tissue and Hygiene in Georgia?
- 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 Georgia
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 Georgia
KEY DATA FINDINGS
Increasing hygiene standards and pandemic recovery fuel growth
AFH adult incontinence continues to face challenges in gaining traction
Limited innovation in away-from-home tissue as manufacturers focus instead on price discounts
Growth driven by on-trade’s recovery and rising disposable incomes
Price will have to be right
Innovation to focus on sensitive skin, sustainability and comfort
Retail Adult Incontinence in Georgia
KEY DATA FINDINGS
Ageing population and health factors drive growth in 2024
Essity AB retains its leading position despite losing share
Well-established and trusted pharmacies remain the leading distribution channel
Growth driven by ageing population and absence of prescription or reimbursement
E-commerce to thrive, benefiting from rising demand for convenience
Assortment expansion, with a focus on offering improved features
Nappies/Diapers/Pants in Georgia
KEY DATA FINDINGS
Declining birth rate impacts volume sales in 2024
Ontex BVBA leads with its affordable Canbebe brand, closely followed by Pampers
Consumers trust pharmacies as a reliable channel
Overall decline as the birth rate continues to fall
E-commerce to benefit from the entry of major players
Increasing demand for eco-friendly and health-conscious options
Menstrual Care in Georgia
KEY DATA FINDINGS
Expansion of modern grocery retailers drives growth in 2024
Procter & Gamble leads due to strong loyalty to its widely available brands
Pharmacies hold a strong position in the market due to high consumer trust
Demand driven by rising hygiene standards and expansion of modern retail
E-commerce expansion as consumers increasingly demand convenience
Innovation will focus on larger packs, improved comfort and eco-friendly options
Wipes in Georgia
KEY DATA FINDINGS
Rising hygiene standards and new products attract more consumers
Arsan Kimya San Tic AS leads wipes, offering a good price-quality ratio
Wide product selection benefits pharmacies
Heightened hygiene standards drive demand
Dynamic e-commerce with the expansion of online stores
Innovation to focus on natural ingredients and sustainability
Retail Tissue in Georgia
KEY DATA FINDINGS
Intensifying competition in 2024
Widely available Selpak enjoys strong brand loyalty
Wide product range ensures supermarkets lead in 2024
Rising urbanisation and increasing hygiene standards to drive growth
Demand for larger pack sizes will continue to benefit supermarket sales
Limited innovation expected
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
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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)
-
-
- 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
-
- 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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-
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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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