Tissue and Hygiene in Georgia

March 2025
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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?
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 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
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 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
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 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
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 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
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 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
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 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
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
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The following categories and subcategories are included:

Tissue and Hygiene

      • AFH Adult Incontinence
      • AFH Boxed Facial Tissues
        • AFH Napkins
        • AFH Tablecloths
      • AFH Paper Towels
      • AFH Toilet Paper
      • AFH Wipers
        • Light Adult Incontinence
        • Moderate/Heavy Adult Incontinence
        • Disposable Pants
          • Junior Nappies/Diapers
          • New Born Nappies/Diapers
          • Standard Nappies/Diapers
        • Pantyliners
        • Tampons
            • Standard Towels with Wings
            • Standard Towels without Wings
            • 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
          • Starter Kits/Sweepers/Sticks (Excluding Wipes)
          • Wipes (Excluding Starter Kits/Sweepers/Sticks)
          • General Purpose Wipes
          • Intimate Wipes
          • Baby Wipes
            • Facial Cleansing Wipes
            • Deodorant Wipes
          • Moist Toilet Wipes
      • Paper Towels
        • Napkins
        • Tablecloths
        • Boxed Facial Tissues
        • Pocket Handkerchiefs
      • Toilet Paper
  • Rx/Reimbursement adult incontinence
        • AFH Adult Incontinence
          • Retail Light Adult Incontinence
          • Retail Moderate/Heavy Adult Incontinence
        • Rx/Reimbursement adult incontinence
        • Disposable Pants
          • Junior Nappies/Diapers
          • New Born Nappies/Diapers
          • Standard Nappies/Diapers
        • Pantyliners
        • Tampons
            • Standard Towels With Wings
            • Standard Towels Without Wings
            • 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
            • Facial Cleansing Wipes
            • Deodorant Wipes
          • Moist Toilet Wipes
          • AFH Napkins
          • Retail Napkins
          • AFH Tablecloths
          • Retail Tablecloths
          • AFH Boxed Facial Tissues
          • Retail Boxed Facial Tissues
        • Pocket Handkerchiefs
        • AFH Paper Towels
        • Retail Paper Towels
        • AFH Toilet Paper
        • Retail Toilet Paper
      • AFH Wipers

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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