Tissue and Hygiene in Georgia

May 2026
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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 Sees Robust Growth through Premiumisation and Consumer Preference

Key Data Insights

Chart 1 Key Industry Trends for Tissue and Hygiene
Tissue and Hygiene Sees Robust Growth through Premiumisation and Consumer Preference
Chart 2 Canbebe Offers Nappies with Botanical Materials and Premium Quality
Carefree Expands Clean-Label Pantyliners, Catering to Health-Focused Demand
Chart 3 Carefree Presents Pantyliners Free From Unsafe Ingredients
Pampers and Huggies Drive Multi-Pack Expansion to Address Price Sensitivity
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
Premiumisation and Health Awareness Shape Outlook
Eco-Friendly Sourcing and Transparency Give Players a Competitive Edge
Chart 6 Analyst Insight for Tissue and Hygiene
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
Procter & Gamble Leverages Trusted Hygiene Brands to Extend Its Lead
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Pharmacies Cement Trust by Combining Discounts and Digital Reach
Chart 11 Retail Channels 2020-2025
Chart 12 Economic Context for Tissue and Hygiene
Chart 13 Real Gdp Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Tissue and Hygiene
Chart 16 Population 2020-2030
Chart 17 Consumer Expenditure 2020-2030
Chart 18 Population by Generation 2025

Away-From-Home Tissue and Hygiene in Georgia

Key Data Insights

Hotels and Restaurants Leverage Tourism Gains to Boost Tissue Demand
Chart 19 Key Industry Trends for Away-From-Home Tissue and Hygiene
Hotels and Restaurants Leverage Tourism Gains to Boost Tissue Demand
Chart 20 Tourist Flow Increases Demand
Marriot’S Expansion Raises Standards and Lifts Premium Tissue Sales
Chart 21 Value Sales 2020-2030
Chart 22 Value Sales by Category 2025
Premium Hotels Prioritise Branded Tissue to Attract High-Value Guests
Hotels and Offices Adopt Smart and Sustainable Hygiene to Win Contracts
Chart 23 Analyst Insight for Away-From-Home Tissue and Hygiene
Chart 24 Forecast Value Sales 2020-2030
Chart 25 Forecast Value Sales by Category 2025-2030
Hotels and Businesses Capitalise on Migration and Tourism to Boost Tissue Demand
Chart 26 Retail Channels 2020-2025
Chart 27 Economic Context for Away-From-Home Tissue and Hygiene
Chart 28 Real Gdp Growth 2020-2030
Chart 29 Inflation 2020-2030
Chart 30 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 31 Population 2020-2030
Chart 32 Consumer Expenditure 2020-2030
Chart 33 Population by Generation 2025

Retail Adult Incontinence in Georgia

Key Data Insights

Tena and Premiumisation Fuel Market Expansion
Chart 34 Key Industry Trends for Retail Adult Incontinence
Tena and Premiumisation Fuel Market Expansion
Chart 35 Tena Offers Thin and Light Adult Incontinence
Tena Captures Convenience as Demand for Discreet Underwear-Style Pants Outpaces Pads
Chart 36 Tena Offers Slim Lady Pants.
Giggles Sets New Benchmarks for Affordability
Chart 37 Value Sales 2020-2030
Chart 38 Volume Sales 2020-2030
Chart 39 Value Sales by Category 2025
Older Consumers to Drive Demand as Product Innovation Accelerates
Manufacturers Expected to Expand Discreet Solutions Amid Rising Awareness and Expectations
Chart 40 Analyst Insight for Retail Adult Incontinence
Chart 41 Forecast Value Sales 2020-2030
Chart 42 Forecast Value Sales by Category 2025-2030
Essity Ab Leverages Tena’S Brand Authority to Reinforce Leadership
Chart 43 Company Shares 2025
Chart 44 Brand Shares 2025
Pharmacies Expand Assortments and Discounts to Capture Shopper Loyalty
Online Shift Reshapes Category with Psp at Forefront
Chart 45 Retail Channels 2020-2025
Chart 46 Economic Context for Retail Adult Incontinence
Chart 47 Real Gdp Growth 2020-2030
Chart 48 Inflation 2020-2030
Chart 49 Consumer Context for Retail Adult Incontinence
Chart 50 Population 2020-2030
Chart 51 Consumer Expenditure 2020-2030
Chart 52 Population by Generation 2025

Nappies/Diapers/Pants in Georgia

Key Data Insights

Canbebe Leverages Economy Packs and Discounts to Capture Price-Sensitive Families
Chart 53 Key Industry Trends for Nappies/Diapers/Pants
Canbebe Leverages Economy Packs and Discounts to Capture Price-Sensitive Families
Chart 54 Canbebe Offers Diapers with Botanical Layer
Canbebe Drives Premiumisation and Product Innovation
Libero’S Sustainability Innovations Shape Purchasing Decisions among Younger Parents
Chart 55 Libero Launched Diapers with Reduced Environmental Impact.
Chart 56 Value Sales 2020-2030
Chart 57 Volume Sales 2020-2030
Chart 58 Value Sales by Category 2025
Canbebe and Pampers Expected to Intensify Discount Strategies as Shoppers Polarise
Disposable Pants Set to Outpace Traditional Products through Convenience-Led Innovation
Premiumisation and Allergy-Safe Formulas to Reshape Pricing and Product Development
Chart 59 Analyst Insight for Nappies/Diapers/Pants
Chart 60 Forecast Value Sales 2020-2030
Chart 61 Forecast Value Sales by Category 2025-2030
Ontex Bvba Leverages Pricing to Widen Its Lead over Rivals
Chart 62 Company Shares 2025
Chart 63 Brand Shares 2025
Pharmacy Chains Build Trust and Drive Promotional Engagement
Chart 64 Retail Channels 2020-2025
Chart 65 Economic Context for Nappies/Diapers/Pants
Chart 66 Real Gdp Growth 2020-2030
Chart 67 Inflation 2020-2030
Chart 68 Consumer Context for Nappies/Diapers/Pants
Chart 69 Population 2020-2030
Chart 70 Consumer Expenditure 2020-2030
Chart 71 Population by Generation 2025

Menstrual Care in Georgia

Key Data Insights

Carefree Elevates Value with Premium Innovation
Chart 72 Key Industry Trends for Menstrual Care
Carefree Elevates Value with Premium Innovation
Chart 73 Carefree Offers Enhanced Comfort
Towels Maintains Dominance as Consumers Demand Advanced Protection
Chart 74 Libresse So Slim Offers Convenience and Comfort
Carefree Responds to Clean-Wellness Demand
Chart 75 Value Sales 2020-2030
Chart 76 Volume Sales 2020-2030
Chart 77 Value Sales by Category 2025
Manufacturers Elevate Towel Formats to Meet Premium Expectations
Younger Consumers Accelerate Tampon Growth through Lifestyle Shifts
Retailers Compete on Price as Shoppers Prioritise Promotions over Brand Loyalty
Chart 78 Analyst Insight for Menstrual Care
Chart 79 Forecast Value Sales 2020-2030
Chart 80 Forecast Value Sales by Category 2025-2030
Procter & Gamble Sustains Lead through Portfolio Depth and Innovation
Chart 81 Company Shares 2025
Chart 82 Brand Shares 2025
Pharmacies Boost Sales with Trust and Active Discounting
Chart 83 Retail Channels 2020-2025
Chart 84 Economic Context for Menstrual Care
Chart 85 Real Gdp Growth 2020-2030
Chart 86 Inflation 2020-2030
Chart 87 Consumer Context for Menstrual Care
Chart 88 Population 2020-2030
Chart 89 Consumer Expenditure 2020-2030
Chart 90 Population by Generation 2025

Wipes in Georgia

Key Data Insights

Category Expands through Affordability and Value-Focused Innovation
Chart 91 Key Industry Trends for Wipes
Category Expands through Affordability and Value-Focused Innovation
Chart 92 Pampers Offers Wipes Made of Plant-Based Fibres
Personal Wipes Drive Value with Clean-Ingredient Positioning and Broader Usage
Chart 93 Pampers Offers Baby Wipes with Lotion Which Is 99% Is Water Based.
Convenience and Hygiene Shape Home Care Wipes
Chart 94 Value Sales 2020-2030
Chart 95 Value Sales by Category 2025
Pharmacies and Modern Retailers Improve Accessibility
Volume Growth and Intensifying Competition Are Reshaping Personal Wipes
Chart 96 Analyst Insight for Wipes
Chart 97 Forecast Value Sales 2020-2030
Chart 98 Forecast Value Sales by Category 2025-2030
Arsan Kimya Expands Its Lead through Broad Product Coverage and Competitive Pricing
Ultra Compact Maintains Position with Wide Distribution and Full-Range Positioning
Chart 99 Company Shares 2025
Chart 100 Brand Shares 2025
Pharmacies Drive Trust and Online Adoption through Price Discounts
Chart 101 Retail Channels 2020-2025
Chart 102 Economic Context for Wipes
Chart 103 Real Gdp Growth 2020-2030
Chart 104 Inflation 2020-2030
Chart 105 Consumer Context for Wipes
Chart 106 Population 2020-2030
Chart 107 Consumer Expenditure 2020-2030
Chart 108 Population by Generation 2025

Retail Tissue in Georgia

Key Data Insights

Shifting Consumer Preferences and Premiumisation Fuel Market Expansion
Chart 109 Key Industry Trends for Retail Tissue
Shifting Consumer Preferences and Premiumisation Fuel Market Expansion
Chart 110 Zewa Launches Premium Toilet Paper
Bulk Packaging Emerges as Key Strategy for Price-Sensitive Consumers
Chart 111 Bulk Packs Attract Price-Sensitive Consumers
Chart 112 Value Sales 2020-2030
Chart 113 Volume Sales 2020-2030
Chart 114 Value Sales by Category 2025
Manufacturers to Focus on Premiumisation as Consumers Seek Comfort and Value
Convenience and Value Set to Shape Paper Towels
Chart 115 Analyst Insight for Retail Tissue
Chart 116 Forecast Value Sales 2020-2030
Chart 117 Forecast Value Sales by Category 2025-2030
Selpak Expands Premium Presence as Lila Kagit Gains Share
Chart 118 Company Shares 2025
Chart 119 Brand Shares 2025
Supermarkets Use Promotions and Loyalty Schemes to Secure Leadership
E-Commerce Accelerates as Convenience and Delivery Platforms Expand Reach
Chart 120 Retail Channels 2020-2025
Chart 121 Economic Context for Retail Tissue
Chart 122 Real Gdp Growth 2020-2030
Chart 123 Inflation 2020-2030
Chart 124 Consumer Context for Retail Tissue
Chart 125 Population 2020-2030
Chart 126 Consumer Expenditure 2020-2030
Chart 127 Population by Generation 2025

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Download table of contents
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
          • Liners
          • Light Pads
          • Other Light Adult Incontinence
          • Moderate/Heavy Pads
          • Diapers
          • Pants
          • Other Moderate/Heavy Adult Incontinence
        • Disposable Pants
          • Junior Nappies/Diapers
          • New Born Nappies/Diapers
          • Standard Nappies/Diapers
        • Disposable Period Pants
        • 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
            • Liners
            • Light Pads
            • Other Light Adult Incontinence
            • Moderate/Heavy Pads
            • Diapers
            • Pants
            • Other Moderate/Heavy Adult Incontinence
        • Rx/Reimbursement adult incontinence
        • Disposable Pants
          • Junior Nappies/Diapers
          • New Born Nappies/Diapers
          • Standard Nappies/Diapers
        • Disposable Period Pants
        • 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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