Product Code: DPPET
TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
Tissue and hygiene in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for tissue and hygiene?
MARKET INDICATORS
Table 1 Birth Rates 2016-2021
Table 2 Infant Population 2016-2021
Table 3 Female Population by Age 2016-2021
Table 4 Total Population by Age 2016-2021
Table 5 Households 2016-2021
Table 6 Forecast Infant Population 2021-2026
Table 7 Forecast Female Population by Age 2021-2026
Table 8 Forecast Total Population by Age 2021-2026
Table 9 Forecast Households 2021-2026
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2016-2021
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2016-2021
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2017-2021
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2018-2021
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2016-2021
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2016-2021
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2021
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2021-2026
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
SANITARY PROTECTION IN ESTONIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Slight increase in value sales, but volumes fall
Leading foreign brands attract consumers with extensive product ranges
Consumers increasingly concerned about the environmental effects of disposable sanitary protection products
PROSPECTS AND OPPORTUNITIES
Muted constant value growth over forecast period
Menstrual cups benefit from increasing concerns about environment
New entrant Lidl could shape up the competitive landscape
CATEGORY DATA
Table 19 Retail Sales of Sanitary Protection by Category: Value 2016-2021
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2016-2021
Table 21 NBO Company Shares of Retail Sanitary Protection: % Value 2017-2021
Table 22 LBN Brand Shares of Retail Sanitary Protection: % Value 2018-2021
Table 23 Forecast Retail Sales of Sanitary Protection by Category: Value 2021-2026
Table 24 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2021-2026
NAPPIES/DIAPERS/PANTS IN ESTONIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Continued volume declines due to falling birth rate
Leading multinationals attract consumers with higher quality product ranges
Disposable pants increasingly popular
PROSPECTS AND OPPORTUNITIES
Birth rate set to continue falling, putting further pressure on volume sales
Sustainability and e-commerce key factors over forecast period
Private label gains significant value share
CATEGORY DATA
Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2016-2021
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2016-2021
Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2017-2021
Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2018-2021
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2021-2026
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2021-2026
RETAIL ADULT INCONTINENCE IN ESTONIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Continued value and volume growth in 2021
Smaller players struggle to compete with Tena
Players look for ways to minimise potential purchasing embarrassment
PROSPECTS AND OPPORTUNITIES
Promising outlook over forecast period
E-commerce sales set to increase
Trading down behaviour possible
CATEGORY DATA
Table 31 Sales of Retail Adult Incontinence by Category: Value 2016-2021
Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2016-2021
Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2017-2021
Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2018-2021
Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2021-2026
Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2021-2026
RX/REIMBURSEMENT ADULT INCONTINENCE IN ESTONIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Continued value and volume growth in 2021
Erosion of taboos and increasing consumer awareness benefit the product area
No changes in set up in 2021
PROSPECTS AND OPPORTUNITIES
Moderate constant value growth over forecast period
Possible trading down over forecast period
Strong scope for growth given increasing elderly population
CATEGORY DATA
Table 37 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2016-2021
Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2016-2021
Table 39 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2021-2026
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2021-2026
WIPES IN ESTONIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Healthy value growth in 2021
Cosmetic wipes on the road to recovery
Baby wipes continue to grow in popularity
PROSPECTS AND OPPORTUNITIES
Personal wipes set for bright future as a convenient way to help maintain good hygiene
Sustainability comes to the fore again over the forecast period
Private label gains significant value share
CATEGORY DATA
Table 41 Retail Sales of Wipes by Category: Value 2016-2021
Table 42 Retail Sales of Wipes by Category: % Value Growth 2016-2021
Table 43 NBO Company Shares of Retail Wipes: % Value 2017-2021
Table 44 LBN Brand Shares of Retail Wipes: % Value 2018-2021
Table 45 Forecast Retail Sales of Wipes by Category: Value 2021-2026
Table 46 Forecast Retail Sales of Wipes by Category: % Value Growth 2021-2026
RETAIL TISSUE IN ESTONIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Lower volume growth in 2021
Growing competition from cheaper private label ranges
Environmental concerns influence purchasing decisions
PROSPECTS AND OPPORTUNITIES
Moderate constant value growth over forecast period
Private label gains significant value share
Changes in shopping behaviour due to pandemic continue into forecast period
CATEGORY DATA
Table 47 Retail Sales of Tissue by Category: Value 2016-2021
Table 48 Retail Sales of Tissue by Category: % Value Growth 2016-2021
Table 49 NBO Company Shares of Retail Tissue: % Value 2017-2021
Table 50 LBN Brand Shares of Retail Tissue: % Value 2018-2021
Table 51 Forecast Retail Sales of Tissue by Category: Value 2021-2026
Table 52 Forecast Retail Sales of Tissue by Category: % Value Growth 2021-2026
AWAY-FROM-HOME TISSUE AND HYGIENE IN ESTONIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Recovery begins in 2021
Larger players benefit from economies of scale
Installation of automatic hand dryers dampens value growth
PROSPECTS AND OPPORTUNITIES
Moderate constant value growth, as society opens up
Increasing demand for AFH hygiene
Sustainability concerns dampen volume sales
CATEGORY DATA
Table 53 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2016-2021
Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2016-2021
Table 55 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2016-2021
Table 56 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2021
Table 57 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2021-2026
Table 58 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2021-2026
