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Local Players Defend Share by Prioritising Affordability and Essentials
Tissue and hygiene in Ukraine delivered a marked year-on-year uplift in value, with current value sales increasing by 12% to UAH25 billion in 2025, significantly outpacing the more stable growth rates seen across Eastern Europe despite ongoing population decline and elevated inflation at 12%. The market remains attractive for players capable of delivering affordability and essential functionality, as price sensitivity and cautious spending are reinforced by demographic contraction and modest real GDP growth of 2%. Local manufacturers strengthened their position by focusing on no-frills, bulk formats and efficient supply, while international brands shifted to value-led propositions and larger pack sizes to defend share. E-commerce accelerated as a core distribution channel, driven by demand for bulk buying, rapid delivery, and transparent pricing, with platforms such as Eva, Watsons, and Rozetka capturing a growing proportion of planned and repeat purchases. Brands seeking sustained growth must prioritise value-for-money, robust digital engagement, and supply reliability, as trading up and premiumisation remain limited to narrow niches and convenience is increasingly delivered through integrated online and offline touchpoints.
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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
Local Players Defend Share by Prioritising Affordability and Essentials
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Local Players Defend Share by Prioritising Affordability and Essentials
Chart 2 Affordability Drives Demand for Basic, Value-Focused Tissue and Hygiene Products
Convenience Features Sustain Demand for Hygiene and Personal Care
Chart 3 Convenience Drives Resilient Demand in Menstrual Care and Incontinence
Eva, Watsons and Rozetka Shift Sales Online with Value Bundles and Fast Delivery
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
Bulk-Focused Local Brands to Extend Value Leadership through Digital Sales
Digital-First Shopping Habits Set to Reshape Competition and Pricing Dynamics
Chart 6 Analyst Insight for Tissue and Hygiene
Normalised Hygiene Habits and Shrinking Population Will Define Demand Outlook
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
Procter & Gamble Loses Further Share to Local Players
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Supermarkets and Hypermarkets Appeal with Convenience Purchases of High-Frequency Items
Rozetka and Watsons Drive Digital Sales with Promotions and Delivery
Chart 11 Retail Channels 2020-2025
Chart 12 Economic Context for Tissue and Hygiene
Chart 13 Real Gdp Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Tissue and Hygiene
Chart 16 Population 2020-2030
Chart 17 Consumer Expenditure 2020-2030
Chart 18 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Ukraine
Key Data Insights
Players Respond to Cost Pressure by Supplying Essential Tissue to Shelters and Public Facilities
Chart 19 Key Industry Trends Away-from-Home
Players Respond to Cost Pressure by Supplying Essential Tissue to Shelters and Public Facilities
Growth for High-Capacity, Low-Consumption Hygiene Formats
Chart 20 Long-Lasting, Low-Consumption Formats Reshape AFH Tissue Demand
Ruta Expands Professional Range to Help Operators Cut Costs and Refill Frequency
Chart 21 Cost Pressure Drives Shift to Basic AFH Tissue and Hygiene Solutions
Chart 22 Value Sales 2020-2030
Chart 23 Value Sales by Category 2025
Cost-Focused Buyers to Drive Demand for Resilient Supply and Practical Formats
Large-Volume Tissue Formats to Lead, While Hygiene Units Will Show Steady Gains
Chart 24 Analyst Insight for Away-from-Home
Procurement Priorities Reshape Supplier Relationships and Product Innovation
Chart 25 Forecast Value Sales 2020-2030
Chart 26 Forecast Value Sales by Category 2025-2030
Ruta and Kyivsky Kartonno-Paperovy Kombinat Secure Lead through Local Supply and Reliability
Contracts with Wholesalers Drive Bulk Supply to Institutions
Digital Platforms Reshape Replenishment of High-Use Essentials
Chart 27 Retail Channels 2020-2025
Chart 28 Economic Context for Away-from-Home
Chart 29 Real Gdp Growth 2020-2030
Chart 30 Inflation 2020-2030
Chart 31 Consumer Context for Away-from-Home
Chart 32 Population 2020-2030
Chart 33 Consumer Expenditure 2020-2030
Chart 34 Population by Generation 2025
Retail Adult Incontinence in Ukraine
Key Data Insights
Medicare Captures Budget-Conscious Buyers by Rebranding Imports
Chart 35 Key Industry Trends for Retail Adult Incontinence
Medicare Captures Budget-Conscious Buyers by Rebranding Imports
Chart 36 Low-Cost Local Brands Drive Growth in Adult Incontinence
Curelex Boosts User Comfort by Adding Features at No Extra Cost
Chart 37 Convenience-Focused Positioning
Eva Wins Share by Lowering Barriers to Discreet Home Delivery
Chart 38 Value Sales 2020-2030
Chart 39 Volume Sales 2020-2030
Chart 40 Value Sales by Category 2025
Ageing Female Cohort to Drive Sustained Demand as Usage Patterns Shift
Comfort Features and Eco Cues Will Become Essential for Value Brands
Chart 41 Analyst Insight for Retail Adult Incontinence
Omnichannel Strategies and Bulk Offers Set to Capture Price-Conscious Buyers
Chart 42 Forecast Value Sales 2020-2030
Chart 43 Forecast Value Sales by Category 2025-2030
Seni Leverages Trust as Tena Gains on Affordability and Visibility
Chart 44 Company Shares 2025
Chart 45 Brand Shares 2025
Health and Beauty Specialists Capture Buyers as Grocery Declines
Omnichannel Platforms Drive Privacy and Repeat Purchasing Online
Chart 46 Retail Channels 2020-2025
Chart 47 Economic Context for Retail Adult Incontinence
Chart 48 Real Gdp Growth 2020-2030
Chart 49 Inflation 2020-2030
Chart 50 Consumer Context for Retail Adult Incontinence
Chart 51 Population 2020-2030
Chart 52 Consumer Expenditure 2020-2030
Chart 53 Population by Generation 2025
Nappies/Diapers/Pants in Ukraine
Key Data Insights
Eva.Ua Accelerates Private Label Share as Affordability Reshapes Buying Patterns
Chart 54 Key Industry Trends for Nappies/Diapers/Pants
Eva.Ua Accelerates Private Label Share as Affordability Reshapes Buying Patterns
Chart 55 EVA.ua Claims Private label Contributes High Share of Nappy/Diaper Sales
Pampers and Huggies Boost Sales with Monthly Supplies of Mega Packs
Chart 56 Rising Popularity of Monthly Supplies of Mega Packs
Libero Elevates Eco Credentials to Attract Sustainability-Focused Parents
Chart 57 Value Sales 2020-2030
Chart 58 Volume Sales 2020-2030
Chart 59 Value Sales by Category 2025
Private Label to Strengthen Position as Parents Prioritise Affordability and Value
E-Commerce and Mega Packs Will Reshape Purchasing Habits and Loyalty
Chart 60 Analyst Insight for Nappies/Diapers/Pants
Nappies/Diapers to Retain Lead as Disposable Pants Stagnate Amid Shifting Demand
Chart 61 Forecast Value Sales 2020-2030
Chart 62 Forecast Value Sales by Category 2025-2030
Essity Gains Ground as Parents Shift to Value-Driven Brands
Chart 63 Company Shares 2025
Chart 64 Brand Shares 2025
Supermarkets Anchor Sales, Followed by Health and Beauty Specialists
Online Platforms Attract Families with Premium Options and Flexible Delivery
Chart 65 Retail Channels 2020-2025
Chart 66 Economic Context for Nappies/Diapers/Pants
Chart 67 Real Gdp Growth 2020-2030
Chart 68 Inflation 2020-2030
Chart 69 Consumer Context for Nappies/Diapers/Pants
Chart 70 Population 2020-2030
Chart 71 Consumer Expenditure 2020-2030
Chart 72 Population by Generation 2025
Menstrual Care in Ukraine
Key Data Insights
Always Leverages Mega Pack Strategy to Win Value-Conscious Shoppers
Chart 73 Key Industry Trends for Menstrual Care
Always Leverages Mega Pack Strategy to Win Value-Conscious Shoppers
Chart 74 Surging Popularity of Mega Packs
Kotex and Bella Drive Demand for Wellness-Focused Options with Natural Claims
Chart 75 Kotex Top-Selling Natural Cotton Towel Line
Joydivision Soft-Tampons Fuel Demand for Flexible Period Care
Chart 76 Value Sales 2020-2030
Chart 77 Volume Sales 2020-2030
Chart 78 Value Sales by Category 2025
Natural Lines and Economy Packs Set to Win Trust as Price Sensitivity Persists
Towels Will Retain Dominance, While Disposable Period Pants Are Set to Drive Innovation
Chart 79 Analyst Insight for Menstrual Care
Alternative Formats and Ingredient Transparency Reshape Competitive Priorities
Chart 80 Forecast Value Sales 2020-2030
Chart 81 Forecast Value Sales by Category 2025-2030
Procter & Gamble Retains Lead as Competitors Shift Focus
Chart 82 Company Shares 2025
Chart 83 Brand Shares 2025
Supermarkets Anchor Regular Purchases, Followed by Specialists
Online Marketplaces Win Value-Focused Shoppers with Assortment and Discretion
Chart 84 Retail Channels 2020-2025
Chart 85 Economic Context for Menstrual Care
Chart 86 Real Gdp Growth 2020-2030
Chart 87 Inflation 2020-2030
Chart 88 Consumer Context for Menstrual Care
Chart 89 Population 2020-2030
Chart 90 Consumer Expenditure 2020-2030
Chart 91 Population by Generation 2025
Wipes in Ukraine
Key Data Insights
Smile and Ruta Drive Demand as Large Packs Become Essential for Daily Hygiene
Chart 92 Key Industry Trends for Wipes
Smile and Ruta Drive Demand as Large Packs Become Essential for Daily Hygiene
Chart 93 Economy Ukrainian Brands Lead Wipes Sales as Value Packs Become Standard
Snow Panda and Sleepy Respond to Clean Wellness and Eco-Labelling Demands
Chart 94 Antibacterial and Hypoallergenic Wipes Surge as Clean Wellness Becomes Top Consumer Priority
Balancing Eco-Responsibility with Value through Targeted Innovation
Chart 95 Value Sales 2020-2030
Chart 96 Value Sales by Category 2025
New Hygiene Habits to Persist as Routines Normalise Post-War
Personal Wipes to Lead as Experimentation Drives Niche Growth
Chart 97 Analyst Insight for Wipes
Biosphere to Help Drive Eco-Design as Regulations and Online Sales Accelerate
Chart 98 Forecast Value Sales 2020-2030
Chart 99 Forecast Value Sales by Category 2025-2030
Biosphere Strengthens Lead as Local Brands Outperform Global Rivals
Chart 100 Company Shares 2025
Chart 101 Brand Shares 2025
Grocery Retailers Continue to Lead Distribution
Online Multipacks and Delivery Reliability Reshape Shopper Habits
Chart 102 Retail Channels 2020-2025
Chart 103 Economic Context for Wipes
Chart 104 Real Gdp Growth 2020-2030
Chart 105 Inflation 2020-2030
Chart 106 Consumer Context for Wipes
Chart 107 Population 2020-2030
Chart 108 Consumer Expenditure 2020-2030
Chart 109 Population by Generation 2025
Retail Tissue in Ukraine
Key Data Insights
Greater Focus on Affordable Mega Packs
Chart 110 Key Industry Trends for Retail Tissue
Greater Focus on Affordable Mega Packs
Chart 111 Mega Packs Surge as Affordability Reshapes Tissue Demand
Obukhiv and Kohavynka Gain Share as Classic Toilet Paper Surges
Economic Pressures Drive Demand for Value and Convenience
Chart 112 Compact Formats and Long-Lasting Rolls Reshape Convenience
Chart 113 Value Sales 2020-2030
Chart 114 Volume Sales 2020-2030
Chart 115 Value Sales by Category 2025
Bulk Formats and Value Messaging to Retain Shopper Loyalty
Toilet Paper Will Maintain Lead as Efficiency Drives Paper Towel Gains
Chart 116 Analyst Insight for Retail Tissue
Sustainability Cues Set to Gain Traction with Value-Focused Shoppers
Chart 117 Forecast Value Sales 2020-2030
Chart 118 Forecast Value Sales by Category 2025-2030
Leaders Defend Share as Local Value Brands Rise
Chart 119 Company Shares 2025
Chart 120 Brand Shares 2025
Grocery Retailers Retain Dominance through Convenience
Home Delivery Drives E-Commerce Appeal for Bulky Tissue Items
Chart 121 Retail Channels 2020-2025
Chart 122 Economic Context for Retail Tissue
Chart 123 Real Gdp Growth 2020-2030
Chart 124 Inflation 2020-2030
Chart 125 Consumer Context for Retail Tissue
Chart 126 Population 2020-2030
Chart 127 Consumer Expenditure 2020-2030
Chart 128 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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