Tissue and Hygiene in Estonia
In 2023, tissue and hygiene witnessed substantial growth across both retail and away-from-home segments, propelled by various influential factors. Firstly, heightened consumer awareness, particularly regarding adult incontinence items, emerged as a significant driving force. Secondly, the trend towards an active lifestyle significantly bolstered categories like tampons, facial cleansing wipes, and boxed facial tissues. Thirdly, an increased emphasis on personal hygiene contributed notably to mar...
Euromonitor International's Tissue and Hygiene in Estonia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2019-2023, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2028 illustrate how the market is set to change.
Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Euromonitor International's Tissue and Hygiene in Estonia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2019-2023, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2028 illustrate how the market is set to change.
Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Tissue and Hygiene market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market’s major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
Tissue and Hygiene in Estonia
Euromonitor International
March 2024
LIST OF CONTENTS AND TABLES
TISSUE AND HYGIENE IN ESTONIA
EXECUTIVE SUMMARY
Tissue and hygiene in 2023: The big picture
2023 KEY TRENDS
Competitive landscape
Retailing developments
What's next for tissue and hygiene?
MARKET INDICATORS
Table 1 Birth Rates 2018-2023
Table 2 Infant Population 2018-2023
Table 3 Female Population by Age 2018-2023
Table 4 Total Population by Age 2018-2023
Table 5 Households 2018-2023
Table 6 Forecast Infant Population 2023-2028
Table 7 Forecast Female Population by Age 2023-2028
Table 8 Forecast Total Population by Age 2023-2028
Table 9 Forecast Households 2023-2028
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2019-2023
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2020-2023
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2018-2023
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2018-2023
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2023
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2023-2028
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
MENSTRUAL CARE IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Growing popularity of slim/thin/ultra-thin towels with wings
Growing demand for pantyliners fuelled by hygiene and comfort
Sanitex Estonia OЬ takes the lead
PROSPECTS AND OPPORTUNITIES
With consumers seeking comfort and convenience, slim/thin/ultra-thin towels is poised for further growth
Rising demand for pantyliners, fuelled by younger generations
Tampons set for growth amid active lifestyle trend
CATEGORY DATA
Table 19 Retail Sales of Menstrual Care by Category: Value 2018-2023
Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2018-2023
Table 21 NBO Company Shares of Retail Menstrual Care: % Value 2019-2023
Table 22 LBN Brand Shares of Retail Menstrual Care: % Value 2020-2023
Table 23 Forecast Retail Sales of Menstrual Care by Category: Value 2023-2028
Table 24 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2023-2028
NAPPIES/DIAPERS/PANTS IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Declining birth rate negatively affects nappies/diapers/pants sales
New-born nappies/diapers show resilience
Leadership of Kimberly-Clark SA
PROSPECTS AND OPPORTUNITIES
Growing emphasis on comfort set to boost demand for disposable pants
Impact of falling birth rates on new-born nappies/diapers
Increase in nappies/diapers/pants sales through e-commerce
CATEGORY DATA
Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023
Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2019-2023
Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2020-2023
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2023-2028
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2023-2028
RETAIL ADULT INCONTINENCE IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rise in demand for light adult incontinence products
Increased incidence of urinary incontinence driving sales
Known for the superior quality of its products, Essity AB maintains dominant position in retail adult incontinence
PROSPECTS AND OPPORTUNITIES
Actively lifestyles to boost demand for light adult incontinence products
Sustained growth in moderate/heavy adult incontinence thanks to ageing population
Convenience and privacy to drive sales through e-commerce
CATEGORY DATA
Table 31 Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023
Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2019-2023
Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2020-2023
Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2023-2028
Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2023-2028
RX/REIMBURSEMENT ADULT INCONTINENCE IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Sustained growth in Rx/reimbursement adult incontinence
Changing attitudes and increased awareness drive demand
Stable market setup with potential for policy changes
PROSPECTS AND OPPORTUNITIES
Rising demand driven by increasing disability rates
Anticipated growth among younger demographics
Rise in demand for nursing home placements
CATEGORY DATA
Table 37 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2018-2023
Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2018-2023
Table 39 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2023-2028
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2023-2028
WIPES IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Growing emphasis on personal hygiene boosts demand for intimate wipes
Facial cleansing wipes thrive amidst active lifestyles
With its brands enjoying strong brand recognition, Kodupaber AS maintains its leadership position
PROSPECTS AND OPPORTUNITIES
Growing awareness of moist toilet wipes will drive demand
Expanding market for facial cleansing wipes
Surge in internet retailing
CATEGORY DATA
Table 41 Retail Sales of Wipes by Category: Value 2018-2023
Table 42 Retail Sales of Wipes by Category: % Value Growth 2018-2023
Table 43 NBO Company Shares of Retail Wipes: % Value 2019-2023
Table 44 LBN Brand Shares of Retail Wipes: % Value 2020-2023
Table 45 Forecast Retail Sales of Wipes by Category: Value 2023-2028
Table 46 Forecast Retail Sales of Wipes by Category: % Value Growth 2023-2028
RETAIL TISSUE IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Growing emphasis on personal care boosts demand for boxed facial tissues
Growing demand for pocket handkerchiefs
Essity AB's maintains leadership position with its diverse portfolio of products
PROSPECTS AND OPPORTUNITIES
Expanding application of paper towels drives growth
Rising demand for boxed facial tissues amidst skin care trends
Active lifestyle trend fuels sales growth of pocket handkerchiefs
CATEGORY DATA
Table 47 Retail Sales of Tissue by Category: Value 2018-2023
Table 48 Retail Sales of Tissue by Category: % Value Growth 2018-2023
Table 49 NBO Company Shares of Retail Tissue: % Value 2019-2023
Table 50 LBN Brand Shares of Retail Tissue: % Value 2020-2023
Table 51 Forecast Retail Sales of Tissue by Category: Value 2023-2028
Table 52 Forecast Retail Sales of Tissue by Category: % Value Growth 2023-2028
AWAY-FROM-HOME TISSUE AND HYGIENE IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Increased population drives demand for away-from-home toilet paper
Rising tourism spurs demand for away-from-home napkins
Growing hygiene awareness boosts demand for away-from-home paper towels
PROSPECTS AND OPPORTUNITIES
Away-from-home tissue and hygiene set to grow
Business/industry to surpass horeca
Away-from-home napkins to lead in demand
CATEGORY DATA
Table 53 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023
Table 55 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2018-2023
Table 56 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2023
Table 57 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2023-2028
Table 58 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2023-2028
Euromonitor International
March 2024
LIST OF CONTENTS AND TABLES
TISSUE AND HYGIENE IN ESTONIA
EXECUTIVE SUMMARY
Tissue and hygiene in 2023: The big picture
2023 KEY TRENDS
Competitive landscape
Retailing developments
What's next for tissue and hygiene?
MARKET INDICATORS
Table 1 Birth Rates 2018-2023
Table 2 Infant Population 2018-2023
Table 3 Female Population by Age 2018-2023
Table 4 Total Population by Age 2018-2023
Table 5 Households 2018-2023
Table 6 Forecast Infant Population 2023-2028
Table 7 Forecast Female Population by Age 2023-2028
Table 8 Forecast Total Population by Age 2023-2028
Table 9 Forecast Households 2023-2028
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2019-2023
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2020-2023
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2018-2023
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2018-2023
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2023
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2023-2028
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
MENSTRUAL CARE IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Growing popularity of slim/thin/ultra-thin towels with wings
Growing demand for pantyliners fuelled by hygiene and comfort
Sanitex Estonia OЬ takes the lead
PROSPECTS AND OPPORTUNITIES
With consumers seeking comfort and convenience, slim/thin/ultra-thin towels is poised for further growth
Rising demand for pantyliners, fuelled by younger generations
Tampons set for growth amid active lifestyle trend
CATEGORY DATA
Table 19 Retail Sales of Menstrual Care by Category: Value 2018-2023
Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2018-2023
Table 21 NBO Company Shares of Retail Menstrual Care: % Value 2019-2023
Table 22 LBN Brand Shares of Retail Menstrual Care: % Value 2020-2023
Table 23 Forecast Retail Sales of Menstrual Care by Category: Value 2023-2028
Table 24 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2023-2028
NAPPIES/DIAPERS/PANTS IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Declining birth rate negatively affects nappies/diapers/pants sales
New-born nappies/diapers show resilience
Leadership of Kimberly-Clark SA
PROSPECTS AND OPPORTUNITIES
Growing emphasis on comfort set to boost demand for disposable pants
Impact of falling birth rates on new-born nappies/diapers
Increase in nappies/diapers/pants sales through e-commerce
CATEGORY DATA
Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023
Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2019-2023
Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2020-2023
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2023-2028
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2023-2028
RETAIL ADULT INCONTINENCE IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rise in demand for light adult incontinence products
Increased incidence of urinary incontinence driving sales
Known for the superior quality of its products, Essity AB maintains dominant position in retail adult incontinence
PROSPECTS AND OPPORTUNITIES
Actively lifestyles to boost demand for light adult incontinence products
Sustained growth in moderate/heavy adult incontinence thanks to ageing population
Convenience and privacy to drive sales through e-commerce
CATEGORY DATA
Table 31 Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023
Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2019-2023
Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2020-2023
Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2023-2028
Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2023-2028
RX/REIMBURSEMENT ADULT INCONTINENCE IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Sustained growth in Rx/reimbursement adult incontinence
Changing attitudes and increased awareness drive demand
Stable market setup with potential for policy changes
PROSPECTS AND OPPORTUNITIES
Rising demand driven by increasing disability rates
Anticipated growth among younger demographics
Rise in demand for nursing home placements
CATEGORY DATA
Table 37 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2018-2023
Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2018-2023
Table 39 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2023-2028
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2023-2028
WIPES IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Growing emphasis on personal hygiene boosts demand for intimate wipes
Facial cleansing wipes thrive amidst active lifestyles
With its brands enjoying strong brand recognition, Kodupaber AS maintains its leadership position
PROSPECTS AND OPPORTUNITIES
Growing awareness of moist toilet wipes will drive demand
Expanding market for facial cleansing wipes
Surge in internet retailing
CATEGORY DATA
Table 41 Retail Sales of Wipes by Category: Value 2018-2023
Table 42 Retail Sales of Wipes by Category: % Value Growth 2018-2023
Table 43 NBO Company Shares of Retail Wipes: % Value 2019-2023
Table 44 LBN Brand Shares of Retail Wipes: % Value 2020-2023
Table 45 Forecast Retail Sales of Wipes by Category: Value 2023-2028
Table 46 Forecast Retail Sales of Wipes by Category: % Value Growth 2023-2028
RETAIL TISSUE IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Growing emphasis on personal care boosts demand for boxed facial tissues
Growing demand for pocket handkerchiefs
Essity AB's maintains leadership position with its diverse portfolio of products
PROSPECTS AND OPPORTUNITIES
Expanding application of paper towels drives growth
Rising demand for boxed facial tissues amidst skin care trends
Active lifestyle trend fuels sales growth of pocket handkerchiefs
CATEGORY DATA
Table 47 Retail Sales of Tissue by Category: Value 2018-2023
Table 48 Retail Sales of Tissue by Category: % Value Growth 2018-2023
Table 49 NBO Company Shares of Retail Tissue: % Value 2019-2023
Table 50 LBN Brand Shares of Retail Tissue: % Value 2020-2023
Table 51 Forecast Retail Sales of Tissue by Category: Value 2023-2028
Table 52 Forecast Retail Sales of Tissue by Category: % Value Growth 2023-2028
AWAY-FROM-HOME TISSUE AND HYGIENE IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Increased population drives demand for away-from-home toilet paper
Rising tourism spurs demand for away-from-home napkins
Growing hygiene awareness boosts demand for away-from-home paper towels
PROSPECTS AND OPPORTUNITIES
Away-from-home tissue and hygiene set to grow
Business/industry to surpass horeca
Away-from-home napkins to lead in demand
CATEGORY DATA
Table 53 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023
Table 55 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2018-2023
Table 56 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2023
Table 57 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2023-2028
Table 58 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2023-2028
