Tissue and hygiene in 2024: The big picture
2024 was a challenging year for Ukraine with retail volume sales of most products being heavily affected by Russia’s ongoing war in the country. Sales in some categories, like retail adult incontinence, have been boosted by the war, but many others, like nappies/diapers/pants, have seen a steep drop in sales.
2024 key trends
Toilet paper remains the largest category in tissue and hygiene in Ukraine, with this being the most commonly used retail tissue product due to its essential role and the lack of adequate and cheaper alternatives. The category saw strong growth in current value terms in 2024 but this was due to further price hikes, with volume sales declining in line with a further drop in the number of households and due to consumers being more cautious in their usage of these products.
Competitive landscape
Procter & Gamble continued to lead tissue and hygiene in 2024 due to its well-established position in the market and the high recognition for its brands. Among its brands are Always, Pampers and Naturella, which hold leading positions in menstrual care and nappies/diapers/pants thanks to strong promotional support and nationwide distribution coverage.
Retail developments
Health and beauty specialists remained the leading distribution channel in tissue and hygiene in 2024 with a particularly strong presence in retail hygiene categories such as retail adult incontinence, nappies/diapers/pants and menstrual care. The adoption of omnichannel sales strategies, wide product ranges, and frequent promotions make this channel attractive to Ukrainian consumers, some of whom also appreciate the presence of knowledgeable sales staff to provide advice.
What next for tissue and hygiene?
Sales of tissue and hygiene are expected to continue declining in retail volume terms over the forecast period, with sales also expected to decline in value terms (at constant 2024 prices). This is linked to Russia’s ongoing war in the country and its impact on the population and its economy.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Ukraine 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 Ukraine, 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 Ukraine 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 Ukraine?
- Which are the leading brands in Tissue and Hygiene in Ukraine?
- How are products distributed in Tissue and Hygiene in Ukraine?
- 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 Ukraine
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 Ukraine
KEY DATA FINDINGS
AFH tissue sees a slight improvement in 2024 despite ongoing challenges
AFH adult incontinence sees soaring demand due to the impact of Russia’s war
Focus on cost-effectiveness influences demand for AFH tissue
Uncertain future for AFH tissue as Russia continues its war in Ukraine
Remote working arrangements impact business sales but hospitals likely to remain a key focus of demand
Innovation set to focus on comfort and usability
Retail Adult Incontinence in Ukraine
KEY DATA FINDINGS
War-related injuries fuelling strong demand for retail adult incontinence
Polish brand Seni cements its lead in retail adult incontinence
Health and beauty specialists cornering the market
Market dynamics will be determined by the progression of Russia’s war in Ukraine
E-commerce expected to play a more prominent role
Innovation will need to focus on meeting the specific needs of the market
Nappies/Diapers/Pants in Ukraine
KEY DATA FINDINGS
Declining birth rates place further pressure on demand for nappies/diapers/pants
Leading players face increasing competition from cheaper brands
Supermarkets lead distribution but e-commerce continues to make gains
Russia’s war in Ukraine will remain the major influence on the future prospects for the category
E-commerce still full of potential
Players likely to invest in product differentiation to stand out in the market
Menstrual Care in Ukraine
KEY DATA FINDINGS
Fewer women means fewer sales
Procter & Gamble remains on top thanks to the trust placed in its brands
Health and beauty specialists take share from supermarkets
Sales likely to continue declining
E-commerce has potential but further investment will be needed
Emergence of washable menstrual underwear could present new competition
Wipes in Ukraine
KEY DATA FINDINGS
Wipes benefit from their versatility
Growing demand for cheap and basic wipes
Highly fragmented distribution landscape as consumers chase the lowest prices
General purpose wipes likely to remain a popular product
The potential of e-commerce remains unrealised
Increasing focus on the environment and the use of AI
Retail Tissue in Ukraine
KEY DATA FINDINGS
Value growth driven by price increases
Basic inexpensive products on the rise
Grocery retailers remain the key distribution channel
Demand expected to focus on household essentials and affordability
Grocery retailers will remain the focus of distribution
Cost effectiveness will be key
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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