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Retailers Expand Premium Private Label to Capture Value Amid Consumer Price Sensitivity
Tissue and hygiene in Greece in 2025 demonstrated modest value growth, reaching EUR759 million in 2025. The environment is shaped by pronounced price sensitivity, demographic decline, and an ageing population, making the landscape less attractive for rapid volume gains but favourable for targeted innovation and value-driven strategies. Companies are pivoting towards a dual approach: investing in premium, sustainable solutions to capture the evolving needs of older and more conscious consumers, while simultaneously expanding affordable private label offerings and flexible pack sizes to retain value-focused shoppers.
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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
Retailers Expand Premium Private Label to Capture Value Amid Consumer Price Sensitivity
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Retailers Expand Premium Private Label to Capture Value Amid Consumer Price Sensitivity
Adult Incontinence Outpaces Other Categories as Ageing Accelerates Portfolio Shifts
Mega Disposables and Procter &?Gamble?Introduce Water-Based Wipes to Meet Demand for Skin-Friendly, Sustainable Solutions
Chart 2 Water-Based Wipes from Mega Disposables
Chart 3 Value Sales 2020-2030
Chart 4 Value Sales by Category 2025
Manufacturers to Increase Bulk Packs and Smaller Sizes to Address Value and Affordability
Eco Claims and Pack Innovation Face Affordability Challenge as Value for Money Dominates Shopper Priorities
Chart 5 Forecast Value Sales 2020-2030
Chart 6 Forecast Value Sales by Category 2025-2030
Mega Disposables Leverages Brand Loyalty as Fragmentation Intensifies
Chart 7 Company Shares 2025
Chart 8 Brand Shares 2025
Supermarkets Leverage Outlet Reach and Promotions to Maintain Lead
Discounters and E-Commerce Accelerate as Shoppers Prioritise Convenience and Price
Chart 9 Retail Channels 2020-2025
Chart 10 Economic Context for Tissue and Hygiene
Chart 11 Real Gdp Growth 2020-2030
Chart 12 Inflation 2020-2030
Chart 13 Consumer Context for Tissue and Hygiene
Chart 14 Population 2020-2030
Chart 15 Consumer Expenditure 2020-2030
Chart 16 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Greece
Key Data Insights
Premium Hotels Trade up as Budget Venues Prioritise Affordability
Chart 17 Key Industry Trends for Away-From-Home Tissue and Hygiene
Premium Hotels Trade up as Budget Venues Prioritise Affordability
Paper Towels Gain Traction as Paper Tableware Decline
Small Operators Shift Sourcing as Premium Venues Defend Brand Image
Chart 18 Value Sales 2020-2030
Chart 19 Value Sales by Category 2025
Operators to Trade Down on Tissue as Cost Pressures Mount
Foodservice Shifts to Take-Away to Drive Down Tableware Demand
Horeca Closures and Channel Shifts Accelerate Downtrading in Tissue
Chart 20 Forecast Value Sales 2020-2030
Chart 21 Forecast Value Sales by Category 2025-2030
Horeca Maintains Lead as Business Venues Support Tissue Demand
Limited Digital Uptake Keeps E-Commerce Marginal in Tissue Supply
Chart 22 Retail Channels 2020-2025
Chart 23 Economic Context for Away-From-Home Tissue and Hygiene
Chart 24 Real Gdp Growth 2020-2030
Chart 25 Inflation 2020-2030
Chart 26 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 27 Population 2020-2030
Chart 28 Consumer Expenditure 2020-2030
Chart 29 Population by Generation 2025
Retail Adult Incontinence in Greece
Key Data Insights
Retail Value Outpaces Regional Peers as Greek Population Ages
Chart 30 Key Industry Trends for Retail Adult Incontinence
Retail Value Outpaces Regional Peers as Greek Population Ages
Chart 31 Essity AB's Tena Tackles Light Incontinence with Night Time Protection
Brands Expand Female Focus
Retailers Boost Private Label as Incomes Remain under Pressure
Chart 32 Private Label Affordability Drives Sales
Chart 33 Value Sales 2020-2030
Chart 34 Volume Sales 2020-2030
Chart 35 Value Sales by Category 2025
Tena Discreet and Always Discreet Win Younger Consumers with Innovation
Younger Buyers and Caregivers Boost Digital Shopping for Trusted Brands
Chart 36 Forecast Value Sales 2020-2030
Chart 37 Forecast Value Sales by Category 2025-2030
Mega Disposables Secures Leadership as Private Label Expands
Chart 38 Company Shares 2025
Chart 39 Brand Shares 2025
Discounters and Variety Stores Gain Share as Supermarkets Lead
E-Commerce Expands Slowly as Younger Buyers Drive Digital Growth
Chart 40 Retail Channels 2020-2025
Chart 41 Economic Context for Retail Adult Incontinence
Chart 42 Real Gdp Growth 2020-2030
Chart 43 Inflation 2020-2030
Chart 44 Consumer Context for Retail Adult Incontinence
Chart 45 Population 2020-2030
Chart 46 Consumer Expenditure 2020-2030
Chart 47 Population by Generation 2025
Nappies/Diapers/Pants in Greece
Key Data Insights
Ab Vassilopoulos Expands Eco-Focused Private Label to Meet Evolving Parent Priorities
Chart 48 Key Industry Trends for Nappies/Diapers/Pants
Ab Vassilopoulos Expands Eco-Focused Private Label to Meet Evolving Parent Priorities
Disposable Pants Outpace Traditional Nappies as Parents Seek Convenience
Price Competition and Private Label Expansion Reshape Shopper Behaviour
Chart 49 Value Sales 2020-2030
Chart 50 Volume Sales 2020-2030
Chart 51 Value Sales by Category 2025
Parents to Prioritise Promotions as Birth Rates Fall and Economic Pressures Persist
Manufacturers Adapt to Shrinking Families with Bulk and Digital Deals
Chart 52 Forecast Value Sales 2020-2030
Chart 53 Forecast Value Sales by Category 2025-2030
Pampers and Babylino Reinforce Dominance as Septona Enters the Scene
Chart 54 Competitive Landscape for Nappies/Diapers/Pants
Chart 55 Company Shares 2025
Chart 56 Brand Shares 2025
Supermarkets Hold Top Spot as E-Commerce Rapidly Closes the Gap
E-Commerce Platforms Boost Loyalty with Bulk Deals and Exclusive Promotions
Chart 57 Retail Channels 2020-2025
Chart 58 Economic Context for Nappies/Diapers/Pants
Chart 59 Real Gdp Growth 2020-2030
Chart 60 Inflation 2020-2030
Chart 61 Consumer Context for Nappies/Diapers/Pants
Chart 62 Population 2020-2030
Chart 63 Consumer Expenditure 2020-2030
Chart 64 Population by Generation 2025
Menstrual Care in Greece
Key Data Insights
Organic Cotton Innovation Face Slow Uptake
Chart 65 Key Industry Trends for Menstrual Care
Organic Cotton Innovation Face Slow Uptake
Chart 66 Mega Disposables SA Introduces Products With Organic Cotton
Branded Products Retain Loyalty as Affordability Pressures Intensify
Chart 67 Consumers Opt for Larger Formats
Chart 68 Value Sales 2020-2030
Chart 69 Volume Sales 2020-2030
Chart 70 Value Sales by Category 2025
Ultra-Thin Towels to Retain Shopper Loyalty as Gen Z Shifts to Reusables
Tourist Traffic to Boost Tampon Sales but Seasonality Limits Penetration
Retailers Respond to Price Sensitivity with Larger Packs and Promotions
Chart 71 Forecast Value Sales 2020-2030
Chart 72 Forecast Value Sales by Category 2025-2030
Mega Disposables Strengthens Leadership as Brand Loyalty Grows
Chart 73 Competitive Landscape for Menstrual Care
Chart 74 Company Shares 2025
Chart 75 Brand Shares 2025
Supermarkets Leverage Broad Reach to Sustain Leadership
E-Pharmacies Drive E-Commerce Gains as Shopping Habits Evolve
Chart 76 Retail Channels 2020-2025
Chart 77 Economic Context for Menstrual Care
Chart 78 Real Gdp Growth 2020-2030
Chart 79 Inflation 2020-2030
Chart 80 Consumer Context for Menstrual Care
Chart 81 Population 2020-2030
Chart 82 Consumer Expenditure 2020-2030
Chart 83 Population by Generation 2025
Wipes in Greece
Key Data Insights
Multipacks Drive Value Sales through Affordability
Chart 84 Key Industry Trends for Wipes
Multipacks Drive Value Sales through Affordability
Chart 85 Essity Zewa Moist Toilet Paper
Brands Innovate with Plant-Based Wipes to Meet Sustainability Expectations
Water-Based Offerings Meet Clean Wellness Expectations
Chart 86 Value Sales 2020-2030
Chart 87 Value Sales by Category 2025
General-Purpose Launches for Adults Accelerate to Price Competition and Penetration
Baby Wipes to Retain Lead Even as Consumer Preferences Shift Towards Lower-Cost, Multipurpose General Purpose Wipes
Eco-Friendly Innovation to Gain Traction as Demographic Pressures Mount
Chart 88 Forecast Value Sales 2020-2030
Chart 89 Forecast Value Sales by Category 2025-2030
Leading Players Maintain Dominance as Market Continues to Concentrate
Chart 90 Company Shares 2025
Chart 91 Brand Shares 2025
Discounters and E-Commerce Attract Price-Driven Shoppers as Supermarkets Maintain Leadership
Chart 92 Retail Channels 2020-2025
Chart 93 Economic Context for Wipes
Chart 94 Real Gdp Growth 2020-2030
Chart 95 Inflation 2020-2030
Chart 96 Consumer Context for Wipes
Chart 97 Population 2020-2030
Chart 98 Consumer Expenditure 2020-2030
Chart 99 Population by Generation 2025
Retail Tissue in Greece
Key Data Insights
Affordability Remains Key Trend as Price Sensitivity Continues
Chart 100 Key Industry Trends for Retail Tissue
Affordability Remains Key Trend as Price Sensitivity Continues
Brands Shift to Eco-Friendly and Premium Options to Meet Sustainability and Innovation Expectations
Chart 101 Value Sales 2020-2030
Chart 102 Value Sales by Category 2025
Chart 103 Volume Sales 2020-2030
Discounters and Variety Stores to Attract Price-Focused Households Amid Shifting Demand
Toilet Paper to Sustain Value Lead as Paper Towels Show Strongest Gains
Private Label Gains to Accelerate as Brand Loyalty Erodes
Chart 104 Forecast Value Sales 2020-2030
Chart 105 Forecast Value Sales by Category 2025-2030
Lidl Hellas Expands Shelf Space and Quality to Outpace Branded Rivals
Chart 106 Company Shares 2025
Chart 107 Brand Shares 2025
Supermarkets Leverage Wide Assortment and Promotions to Maintain Lead
Lidl Capitalises on Private Label Expansion to Outpace Rivals
Online Convenience Drives Growth as E-Commerce Accelerates
Chart 108 Retail Channels 2020-2025
Chart 109 Economic Context for Retail Tissue
Chart 110 Real Gdp Growth 2020-2030
Chart 111 Inflation 2020-2030
Chart 112 Consumer Context for Retail Tissue
Chart 113 Population 2020-2030
Chart 114 Consumer Expenditure 2020-2030
Chart 115 Population by Generation 2025
Country Reports Disclaimer
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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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other 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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- Disposable Period Pants
- 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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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- 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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- Disposable Period Pants
- 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
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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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