Tissue and hygiene in 2024: The big picture
In 2024, sales of tissue and hygiene products in Romania experienced a positive increase in retail value, although volume growth was more modest. This indicated that the value rise was primarily driven by factors such as inflation and premiumisation.
2024 key trends
Toilet paper was the largest category within tissue and hygiene in 2024, experiencing both retail value and volume growth. Its essential nature and increasing adoption in rural areas contributed to the category's expansion.
Competitive landscape
Procter & Gamble Distribution SRL was the leading company in the tissue and hygiene sector in 2024, offering well-known brands such as Always, Pampers, Discreet, and Tampax, across categories including retail adult incontinence, nappies/diapers/pants, and menstrual care. However, the company saw a decline in market share in 2024.
Retail developments
Hypermarkets remained the leading distribution channel for tissue and hygiene products in 2024, maintaining its market share. These retailers continued to attract consumers through their convenience, extensive product ranges, and frequent discounts and special offers, with many shoppers valuing the one-stop-shop experience that hypermarkets provide.
What next for tissue and hygiene?
Sales of tissue and hygiene products are expected to see positive retail value growth throughout the forecast period, driven by strong performances in categories like wipes, paper towels, and retail adult incontinence. Polarisation will continue, with both premium and entry-level products projected to grow.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Romania 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 Romania, 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 Romania 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 Romania?
- Which are the leading brands in Tissue and Hygiene in Romania?
- How are products distributed in Tissue and Hygiene in Romania?
- 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 Romania
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 Romania
KEY DATA FINDINGS
A rise in tourism and social activities drives value growth for AFH tissue
The ageing population supports ongoing growth for AFH adult incontinence
Romania's leading tissue manufacturers focus on sustainability and efficiency with new investments
Growing urbanisation and a rise in tourism is set to support growth for AFH tissue and hygiene
Retail e-commerce is set to rise as managing supplies online becomes the norm
Rising environmental awareness is set to drives sustainability in the HORECA Sector
Retail Adult Incontinence in Romania
KEY DATA FINDINGS
Growing demand for retail adult incontinence is driven by the ageing population
TZMO Romania Srl leads, offering its established brand Seni to consumers
Hypermarkets remain the leading distribution channel while discounters improve its share
Retail adult incontinence is expected to record significant growth, driven by the ageing population
Modern retailers are expected to lead sales, offering consumers convenience and product variety
Innovation is set to focus on comfort, absorption, and sustainability
Nappies/Diapers/Pants in Romania
KEY DATA FINDINGS
Polarising trends as the search for value is partnered with the rise of premium products
Pampers remains the strongest brand, however, it loses share to private label players
Consumers relying on chained modern retailers that offer deals and discounts
The declining birth rate is expected to challenge retail volume sales
The rise of retail e-commerce will support sales of nappies/diapers/pants
Innovation and premiumisation is expected to intensify, boosting value growth
Menstrual Care in Romania
KEY DATA FINDINGS
Pantyliners boost growth for menstrual care, driven by ongoing innovation
Procter & Gamble Distribution SRL retains its lead with the Always brand
Retail e-commerce and discounters gain ground, as consumers appreciate cost savings
Lower VAT on menstrual care is set to boost growth across the forecast period
Retail e-commerce is set to expand, supported by rising tech literacy and broader geographical coverage
Product innovation is set to focus on skin health, efficiency and comfort
Wipes in Romania
KEY DATA FINDINGS
Sales of wipes are driven by rising demand for convenience and affordability
Europack Media Srl leads wipes, increasing its production capacity
Hypermarkets lead while health and beauty specialists record strong growth
An emphasis on hygiene, busy lifestyles and premiumisation are set to support growth
Omnichannel strategies and social media marketing is set to support sales of wipes
Innovation is expected to focus on sustainable wipes and recyclable packaging
Retail Tissue in Romania
KEY DATA FINDINGS
Toilet paper drives a strong performance while paper towels benefit from being versatile
Sofidel Group retains its lead while Ficosota Sintez Romania records a strong uplift
Hypermarkets improve its share as consumers appreciate a one-stop-shop facility
Paper towels is expected to drive growth as innovations focus on durability and absorbency
Retail e-commerce is set to grow as consumers appreciate the convenience of home delivery for bulky items
Innovation is set to focus on sustainability, offering recycled and recyclable products
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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- 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.
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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