Tissue and hygiene in 2024: The big picture
Tissue and hygiene in Slovakia recorded moderate value growth in 2024, driven by inflationary pressures and shifts in consumer purchasing behaviour. While price increases were lower compared to the previous year, they remained a challenge for many households.
2024 key trends
Toilet paper remained the dominant category within tissue and hygiene, benefiting from a broad product selection, continued innovations in eco-friendly compositions, and its essential status in all households. The preference for high-quality, three-layer toilet paper persisted despite inflation, demonstrating that consumers prioritised comfort and reliability.
Competitive landscape
Procter & Gamble maintained its position as the leading player within tissue and hygiene in 2024, benefiting from its extensive brand portfolio and strong market recognition. The company operated exclusively within retail hygiene and leveraged aggressive promotional strategies alongside frequent product innovations to retain consumer interest.
Retail developments
Hypermarkets retained their position as the leading distribution channel for tissue and hygiene products, attracting consumers with extensive product assortments, large pack sizes at competitive prices, and frequent promotions advertised through leaflets. The convenience of purchasing multiple essential items in a single location further reinforced the appeal of hypermarkets.
What next for tissue and hygiene?
Over the forecast period, sales of tissue and hygiene products are expected to grow, supported by an ageing population and increased demand for sustainable product options. However, category performance may be tempered by declining birth rates, which could negatively impact sales of nappies/diapers/pants.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Slovakia 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 Slovakia, 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 Slovakia 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 Slovakia?
- Which are the leading brands in Tissue and Hygiene in Slovakia?
- How are products distributed in Tissue and Hygiene in Slovakia?
- 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 Slovakia
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 Slovakia
KEY DATA FINDINGS
Rising prices and sustainability drive away-from-home tissue and hygiene growth
Ageing population drives demand for away-from-home adult incontinence products
Innovation in away-from-home tissue and hygiene aligns with business needs
Steady growth expected despite slowing price increases
Hospitals and HoReCa to drive channel evolution
Sustainability and convenience to shape future innovation
Retail Adult Incontinence in Slovakia
KEY DATA FINDINGS
Rising awareness and consumer education drive category growth
Essity AB maintains leadership through portfolio expansion and product innovation
Health and beauty specialists lead distribution, but e-commerce gains traction
Ageing population to sustain category growth despite reimbursement competition
E-commerce to expand, offering enhanced accessibility and convenience
Sustainability and material innovation to shape future product development
Nappies/Diapers/Pants in Slovakia
KEY DATA FINDINGS
Market stagnation due to demographic shifts and slow innovation
Procter & Gamble leads through brand recognition and marketing efforts
Hypermarkets remain dominant, but e-commerce gains traction
Declining birth rates expected to impact sales negatively
E-commerce to expand, but physical retail will retain dominance
Product innovation to focus on sustainability and comfort
Menstrual Care in Slovakia
KEY DATA FINDINGS
Consumer preference for premium and comfortable products drives sales
Procter & Gamble secures leadership through innovation and value-focused strategies
E-commerce expands as consumers seek convenience and product variety
Sustainability and eco-conscious purchasing to shape future growth
E-commerce to continue expanding but remain secondary to brick-and-mortar retail
Innovation to target niche consumer groups
Wipes in Slovakia
KEY DATA FINDINGS
Affordability, effectiveness, and convenience drive category growth
Procter & Gamble sustains leadership through brand recognition and marketing
Supermarkets lead distribution, while e-commerce gains traction
Demand for eco-friendly and premium wipes set to rise
E-commerce expansion expected to reshape shopping habits
Product innovation to focus on sustainability and effectiveness
Retail Tissue in Slovakia
KEY DATA FINDINGS
Value-conscious consumers seek affordability without compromising quality
Metsä Tissue strengthens its market presence through promotion and innovation
Hypermarkets and supermarkets dominate, but health and beauty specialists gain traction
Premiumisation and sustainability to drive future growth
Brick-and-mortar retail to remain dominant despite digital advancements
Innovation to focus on enhanced softness, scents, and sustainability
Rx/Reimbursement Adult Incontinence in Slovakia
KEY DATA FINDINGS
Legislative changes enhance accessibility and affordability
Leading players prioritise product effectiveness and patient comfort
Pharmacies remain the dominant distribution channel, ensuring product availability
Ageing population to drive long-term category growth
Sustainability and product innovation to shape competition
E-commerce to expand but remain secondary to pharmacies
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)
-
-
- 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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