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Tissue and Hygiene in Estonia

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    Report

  • 50 Pages
  • May 2025
  • Region: Estonia
  • Euromonitor International
  • ID: 2513226
Tissue and hygiene sales continued to grow in Estonia in 2024, but at a much slower pace compared to recent years. This slowdown is mainly due to the market stabilising after the surge in demand driven by the pandemic. With consumers no longer stockpiling products and hygiene routines returning to normal, growth is now in line with pre-pandemic levels.

The 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 2020-2024, 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 2029 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.

Table of Contents

EXECUTIVE SUMMARY
  • Tissue and hygiene in 2024: The big picture
  • 2024 key trends
  • Competitive landscape
  • Retail developments
  • What next for tissue and hygiene?
MARKET INDICATORS
  • Table 1 Birth Rates 2019-2024
  • Table 2 Infant Population 2019-2024
  • Table 3 Female Population by Age 2019-2024
  • Table 4 Total Population by Age 2019-2024
  • Table 5 Households 2019-2024
  • Table 6 Forecast Infant Population 2024-2029
  • Table 7 Forecast Female Population by Age 2024-2029
  • Table 8 Forecast Total Population by Age 2024-2029
  • Table 9 Forecast Households 2024-2029
MARKET DATA
  • Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
  • Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
  • Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
  • Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
  • Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
  • Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
  • Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
  • Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
  • Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
MENSTRUAL CARE IN ESTONIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Strong demand for slim/thin/ultra-thin towels with wings as they offer comfort, protection, and discretion
  • Procter & Gamble leads, offering widely available and trusted brands
  • Convenience, competitive pricing, and frequent promotions ensure supermarkets lead
PROSPECTS AND OPPORTUNITIES
  • Slight decline due to demographic changes and shifting consumer habits
  • Slow but steady e-commerce growth
  • Innovation will focus on comfort, eco-friendliness, and smart technology
CATEGORY DATA
  • Table 19 Retail Sales of Menstrual Care by Category: Value 2019-2024
  • Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
  • Table 21 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
  • Table 22 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
  • Table 23 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
  • Table 24 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
NAPPIES/DIAPERS/PANTS IN ESTONIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Low birth rate impacts nappies/diapers/pants in 2024
  • Kimberly-Clark leads with its strong reputation and widespread availability
  • Supermarkets lead, offering convenience, competitive pricing, and frequent promotions
PROSPECTS AND OPPORTUNITIES
  • Faster decline due to falling birth rate and increased adoption of reusable products
  • Steady growth of e-commerce
  • Innovation to focus on eco- and skin-friendly materials, and improved absorbency
CATEGORY DATA
  • Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
  • Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
  • Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
  • Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
  • Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
  • Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
RETAIL ADULT INCONTINENCE IN ESTONIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Growth driven by an ageing population, and improved awareness and education
  • Paul Hartmann AG leads with strong and widely available brands
  • Supermarkets offer convenience, competitive pricing, and product variety
PROSPECTS AND OPPORTUNITIES
  • Rising awareness and an ageing population to fuel future growth
  • Privacy, convenience, and product variety will drive more consumers online
  • Innovation to focus on discreet, skin- and eco-friendly products
CATEGORY DATA
  • Table 31 Sales of Retail Adult Incontinence by Category: Value 2019-2024
  • Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
  • Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
  • Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
  • Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
  • Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
RX/REIMBURSEMENT ADULT INCONTINENCE IN ESTONIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Continued growth in Rx/reimbursement adult incontinence
  • Essity AB leads, offering a wide range of products to meet various needs
  • Pharmacies remain the go-to option for patients using reimbursement schemes
PROSPECTS AND OPPORTUNITIES
  • Rising demand driven by an ageing population, improved reimbursement policies, and increasing awareness
  • More innovation and competition expected
  • Potential shift in distribution
CATEGORY DATA
  • Table 37 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2019-2024
  • Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2019-2024
  • Table 39 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2024-2029
  • Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2024-2029
WIPES IN ESTONIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Wipes’ demand supported by greater hygiene awareness, their convenience, and product variety
  • Kenvue Inc benefits from consumer trust and wide availability
  • Convenient supermarkets offer a broad product range and frequent promotions
PROSPECTS AND OPPORTUNITIES
  • Growth in facial cleansing wipes to balance out decline in intimate wipes
  • E-commerce growth supported by a wide product range, discounts, fast delivery, and improved digital marketing
  • Innovation to focus on eco-friendly materials, skincare benefits, and enhanced convenience
CATEGORY DATA
  • Table 41 Retail Sales of Wipes by Category: Value 2019-2024
  • Table 42 Retail Sales of Wipes by Category: % Value Growth 2019-2024
  • Table 43 NBO Company Shares of Retail Wipes: % Value 2020-2024
  • Table 44 LBN Brand Shares of Retail Wipes: % Value 2021-2024
  • Table 45 Forecast Retail Sales of Wipes by Category: Value 2024-2029
  • Table 46 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
RETAIL TISSUE IN ESTONIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Price increases boost value sales in 2024
  • Essity AB maintains its lead with a strong brand portfolio and wide distribution network
  • Fast growth of discounters with the expansion of Lidl
PROSPECTS AND OPPORTUNITIES
  • Modest growth, with steady demand for essential toilet paper
  • In-store shopping will remain popular, allowing price comparisons and immediate purchases
  • Innovation to focus on eco-friendly options and improved functionality
CATEGORY DATA
  • Table 47 Retail Sales of Tissue by Category: Value 2019-2024
  • Table 48 Retail Sales of Tissue by Category: % Value Growth 2019-2024
  • Table 49 NBO Company Shares of Retail Tissue: % Value 2020-2024
  • Table 50 LBN Brand Shares of Retail Tissue: % Value 2021-2024
  • Table 51 Forecast Retail Sales of Tissue by Category: Value 2024-2029
  • Table 52 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
AWAY-FROM-HOME TISSUE AND HYGIENE IN ESTONIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Rising demand post-pandemic with consumers expecting higher hygiene standards
  • Ageing population, increased institutional demand, and improved product availability support growth of AFH adult incontinence
  • Innovation focuses on eco- and skin-friendly options
PROSPECTS AND OPPORTUNITIES
  • Ageing population and higher hygiene standards will sustain demand
  • Gradual e-commerce expansion for cost-effective bulk purchases
  • Rising demand for hygiene and sustainability
CATEGORY DATA
  • Table 53 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
  • Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
  • Table 55 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
  • Table 56 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
  • Table 57 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
  • Table 58 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029