Tissue and hygiene in 2024: The big picture
Tissue and hygiene in Poland continued to register strong, if slower than in 2023, retail and away-from-home (AFH) volume and current value growth in 2024. The industry performance was shaped significantly by economic challenges, including still high inflation and adjustments in VAT (value-added tax) policies, which impacted consumer purchasing power.
2024 key trends
Retail adult incontinence remained the fastest-growing category in terms of volume and value sales in 2024. The strong performance of retail adult incontinence reflected Poland’s ageing population trend and increased consumer awareness of the importance of hygiene solutions for health and wellbeing.
Competitive landscape
Tissue and hygiene in Poland remained highly competitive, with both international and local players vying for retail sales and shares in 2024. Jeronimo Martins Polska and Velvet Care remained the leading players in retail value terms, although both lost shares in 2024, especially to small enterprises offering low-priced brands, but also private label rivals.
Retail developments
The retail landscape of tissue and hygiene in Poland has evolved, with discounters like Biedronka and Lidl continuing to gain momentum. Discounters gain acceptance from local consumers by offering private label products at low and competitive prices.
What next for tissue and hygiene?
Most categories of tissue and hygiene in Poland are projected to see healthy retail and AFH volume and value (constant 2024 prices) growth over the forecast period. Retail adult incontinence is expected to post the highest growth rates, largely due to the ageing population trend.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Poland 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 Poland, 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 Poland 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 Poland?
- Which are the leading brands in Tissue and Hygiene in Poland?
- How are products distributed in Tissue and Hygiene in Poland?
- 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 Poland
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 Poland
KEY DATA FINDINGS
AFH tissue benefits from out-of-home lifestyles
Ageing population trend drives AFH hygiene
Greater emphasis on hygiene and design
Developing product offer as channels increase their demand and expectations
Government intervention to widen the AFH hygiene offer
Sustainability to help shape the offer and demand for AFH tissue
Retail Adult Incontinence in Poland
KEY DATA FINDINGS
Ageing population trend increases the consumer base for retail adult incontinence
The competition intensifies amid new entrants and price competition
Health and beauty specialists leverage consumer trust to consolidate distribution strength
A substitution threat remains amid a fast growth trajectory
Players to respond to a growing demand for quality, effective and discreet products
Technology advancements to add dynamic and premiumisation to the category
Nappies/Diapers/Pants in Poland
KEY DATA FINDINGS
Upturn in performance amid category stabilisation but also extended use
Biedronka meets consumers’ value for money expectations to lead the way
Discounters is becoming the go-to channel for nappies/diapers/pants
Bleak outlook as the consumer pool shrinks
Players respond to ecological and skin-sensitive trends
Regulatory and economic indicators to gain weight
Menstrual Care in Poland
KEY DATA FINDINGS
Comfort, effectiveness and security remain watchwords in menstrual care
Budget-friendly offerings make gains as consumers search for value for money
Recognition of the right to menstrual hygiene may disrupt retail sales
Natural and wellness products to help shape innovation and demand
Greater affordability to boost the appeal of premium products
Demographic trends pose long-term challenges to menstrual care
Wipes in Poland
KEY DATA FINDINGS
Wipes fit with hectic lifestyles
Private label gains to intensify the competitive landscape
Health and beauty specialists overtake discounters
Baby wipes decline to shape the overall performance
Sustainable and more natural offerings to pique the interest of consumers
New product development and innovation for baby wipes and moist toilet wipes
Retail Tissue in Poland
KEY DATA FINDINGS
Retail tissue benefits from essential positioning and everyday usage
Velvet Care and Jeronimo Martins compete fiercely for the leadership of retail tissue
Private label consolidates discounters’ strong position
Strong growth projection with a focus on sustainability
A wave of consolidation is anticipated
New product development to cater to a wider consumer base and add value
Rx/Reimbursement Adult Incontinence in Poland
KEY DATA FINDINGS
Regulatory support for incontinence sufferers
Adult male and female incidence evens out with age
Consumers who fall outside the criteria may look to lower-priced non-specialist products
Growing incidence of incontinence to increase calls to expand reimbursement programmes
Retail may increase affordability
Technological advancements on the horizon
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
-
- 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
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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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