Tissue and hygiene in 2024: The big picture
Sales of tissue and hygiene products declined in Greece in 2024 in value terms and remained flat in volume terms. Inflationary pressures have started to ease, with price hikes in food persisting but prices in non-food categories, including tissue and hygiene, normalising.
2024 key trends
Toilet paper remained the largest category within tissue and hygiene in 2024, with sales declining in value terms due to price drops but remaining stable in volume. Paper towels followed closely behind, benefiting from their high penetration as a household essential.
Competitive landscape
The issue and hygiene market in Greece is highly competitive, with both local and international players vying for market share. Procter & Gamble and Essity continue to maintain strong positions, but domestic manufacturers such as Mega Disposables and Septona dominate the hygiene sector.
Retail developments
Supermarkets remained the leading distribution channel for tissue and hygiene in 2024, benefiting from their extensive outlet networks, strong private label offerings, and aggressive promotional activities. Hypermarkets also gained share, driven by the strong performance of Sklavenitis and the tendency for consumers to purchase tissue and hygiene products as part of bulk shopping trips.
What next for tissue and hygiene?
Sales of tissue and hygiene are expected to remain relatively stable over the forecast period, with value growth limited by continued price sensitivity and high private label penetration. Promotional activity will remain intense, with branded players facing significant pressure to maintain competitiveness.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Greece 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 Greece, 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 Greece 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 Greece?
- Which are the leading brands in Tissue and Hygiene in Greece?
- How are products distributed in Tissue and Hygiene in Greece?
- 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 Greece
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 Greece
KEY DATA FINDINGS
Value sales decline as operators become increasingly price-sensitive
Public sector budget constraints limit value growth in away-from-home adult incontinence products
Limited innovation as cost-cutting remains a priority for operators
Continued price sensitivity to limit value growth
Evolving channel landscape to impact demand for away-from-home tissue
The shift to hand dryers to reduce demand for away-from-home paper towels
Retail Adult Incontinence in Greece
KEY DATA FINDINGS
Government price regulations impact market growth
Competitive landscape: Branded players maintain dominance
Supermarkets lead, but discounters and variety stores gain share
Ageing population to drive growth in retail adult incontinence
E-commerce to grow as digital shopping becomes more mainstream
Product innovation to focus on comfort, discretion, and gender-specific designs
Nappies/Diapers/Pants in Greece
KEY DATA FINDINGS
Price reductions and birth rate decline hinder growth
Competitive landscape: A highly consolidated market
Supermarkets retain the largest share, but e-commerce gains ground
Declining birth rates to challenge growth
E-commerce to continue disrupting supermarket sales
Innovation focused on larger pack sizes and value for money
Menstrual Care in Greece
KEY DATA FINDINGS
Consumer shift towards sustainable and alternative products
Mega Disposables SA retains leadership while P&G introduces larger pack sizes to address price sensitivity
Supermarkets maintain lead, but share declines slightly
Demographic challenges and changing product preferences
E-commerce to continue growing, but store-based retailing remains dominant
Innovation in sustainability to gain traction
Wipes in Greece
KEY DATA FINDINGS
Multipacks dominate sales as consumers prioritise value
Domestic players Mega Disposables and Septona lead, expanding into general-purpose wipes
Growth in discounters and variety stores; Slower growth in e-commerce sales
Positive outlook for wipes, with personal wipes driving growth
Slow but steady growth in e-commerce
Sustainability to drive product innovation
Retail Tissue in Greece
KEY DATA FINDINGS
Price declines impact value sales across all tissue categories
Private label continues to dominate despite price drops in branded products
Supermarkets and hypermarkets dominate, but consumers increasingly shop across multiple channels
Retail tissue prices expected to decline further in 2025
Limited volume growth due to demographic trends
E-commerce to continue expanding, but innovation in tissue remains limited
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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-
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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
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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.
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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