Eastern Europe

Nappies/diapers/pants continue to be negatively impacted by declining birth rates in the Czech Republic in 2023 which led to a decline in volume sales. Disposable pants, however, benefitted from having a natural composition and low environmental…

The decline in the nappies/diapers/pants category in Ukraine in 2023 can be attributed to the dual impact of a declining birth rate and children leaving the country due to the ongoing war. The diminishing number of births directly contributed to…

Consumer demand for retail adult incontinence remains stable in Bosnia and Herzegovina, with marginal growth in retail volume terms. In response to rising prices, the category has seen strong double-digit retail value growth. Older people are the…

Retail adult incontinence in Bulgaria continued to witness robust growth in 2023, both in retail volume and current value terms, supported by the ageing population and growing urological problems. Rising demand was due mainly to an expansion of the…

An ageing population continued to support retail sales of adult incontinence products in Croatia in 2023. Rising product awareness and increasing availability in Croatian retailers further contributed to a positive performance. In addition, the…

The surge in volume growth for light adult incontinence products in 2023 reflects an increasing trend towards proactive health management among consumers in Estonia. With a growing emphasis on personal wellness, individuals are seeking solutions that…

Retail adult incontinence continued to exhibit stable volume sales growth in Georgia in 2023. However, the absence of prescription or reimbursement schemes for adult incontinence products remains a challenge. Consequently, consumers must either…

In 2023, retail value sales of adult incontinence goods in Hungary recorded double-digit growth while retail volume growth remained positive. Rising awareness surrounding adult incontinence further supported volume sales, with more consumers…

The surge in demand for light adult incontinence products in 2023 is indicative of a broader trend towards greater awareness and acceptance of these solutions. This trend mirrors the growing acceptance observed toward the end of the review period,…

The landscape of retail adult incontinence in Lithuania witnessed significant shifts in 2023, largely influenced by changes in prescription (Rx) pricing and consumer preferences for lighter incontinence options. Retail sales of adult incontinence…

Consumer demand for retail adult incontinence products in North Macedonia remained stable despite the cost of living challenges facing consumers in 2024. These can be essential products for the elderly as well as those struggling with lifestyle…

In 2023, the ageing population in Poland drove sales in adult retail incontinence goods, which saw positive, double-digit retail volume and value growth. As the number of older adults in need of special health assistance rose, this was accompanied by…

Retail adult incontinence in Romania witnessed a notable surge in sales during 2023, reflecting a robust upward trajectory fuelled by heightened consumer awareness. As societal perceptions surrounding incontinence products continue to evolve, there…

Retail adult incontinence remains a taboo topic in Serbia as people do not like to discuss incontinence problems, even with their relatives and friends. In general, retail volume sales are stimulated by the ageing population in Serbia, which already…

In Slovakia, retail adult incontinence products for light and moderate/heavy users witnessed sales growth in 2023. Increasing numbers of consumers are suffering with incontinence problems as the population is ageing. Manufacturers have ramped up…

Retail adult incontinence in Slovenia continued to witness robust volume growth in 2023. The country's rapidly ageing population remains a primary driver of this growth, with older individuals forming the core consumer base for incontinence products.…

Consumer demand for retail adult incontinence and consumption habits is ongoing, which led to growth in volume sales in the country in 2023. This was due mainly to the ageing Czech population, with an increase in the demographic aged 65 and over, the…

Retail adult incontinence demonstrated growth in Ukraine in 2023, fuelled by multiple factors, including a rise in the number of individuals affected by illness and injuries due to the war, increased awareness of the convenience of these products,…

In retail tissue in Bosnia and Herzegovina, toilet paper, paper tableware and paper towels all saw a moderate decline in retail volume terms in 2023. Consumers opted to economise and refrained from buying less essential products like paper tableware.…

Volume sales of retail tissue in Bulgaria declined in 2023 due to weaker demand for napkins, boxed facial tissues and toilet paper, although for differing reasons. Napkins are not only considered less essential, but consumers were put off by price…

A strong unit price increase in all retail tissue categories had negative impact of volume sales in Croatia in 2023. The only category to see volume growth in the year was toilet paper as this is an essential item. Consumers sought to make savings in…

In 2023, retail sales of retail tissue in Estonia recorded solid growth, both in value and volume terms. Boxed facial tissues experienced remarkable volume growth in 2023, driven by heightened consumer awareness and evolving lifestyle trends. The…

The return to pre-pandemic lifestyles in 2023 has stimulated volume sales of retail tissue in Georgia. Despite this growth, there has been a decline in unit prices. In 2022, the price of cellulose surged, leading to significant increases in tissue…

In 2023, retail value sales of retail tissue were double-digit in Hungary, driven by ongoing inflation and price hikes. Consumer purchasing behaviour changed in line with the economic downturn, driving interest in more affordable, economy retail…

Throughout 2023, the demand for paper towels experienced remarkable growth in both value and volume terms. This surge can be attributed to the growing recognition among consumers of the versatility and practicality of paper towels in various…

As Lithuania emerged from the pandemic in 2023, retail tissue underwent a period of adjustment, navigating the new normal. Amidst this transition, certain products like toilet paper, regarded as household staples, remained relatively stable,…

Retail tissue in North Macedonia witnessed limited volume growth in 2023, due to the lacklustre performance of toilet paper. Consumption has been impinged by cost of living pressures and significant price increases across all retail tissue products,…

In 2023, retail tissue in Poland registered double-digit retail value growth, the result of high inflation and rising price points. As manufacturers faced increased production costs, these were passed on to consumers, resulting in higher unit prices.…

Inflation in 2023 influenced Romanians' shopping behaviour for retail tissue. Unit prices continued to rise due to increased costs associated with raw materials and energy, as well as the trend towards premiumisation. This led to further polarisation…

In 2023, consumers focused on buying essential retail tissue products in Serbia, as inflation remained stubbornly high. Toilet paper faced robust volume growth and supported overall category growth, as it is considered a necessary product that cannot…

Retail tissue in Slovakia bucked the downward economic trend in 2023, by posting a solid increase in volume sales. Healthy growth in toilet paper supported this trend aided by brand and private label innovations. Economy toilet paper was launched by…

Sales of retail tissue in Slovenia in 2023 saw growth in both value and volume terms. This expansion was primarily propelled by heightened hygiene awareness among consumers, a growing population, and the ongoing urbanisation trend. Post-pandemic,…

Retail tissue saw modest volume growth and double-digit growth in current value terms in 2023, with inflationary pressures helping bolster the value performance. Amid rising inflation, local consumers are more price sensitive and look for…

Toilet paper performed relatively well in retail tissue in Ukraine in 2023. This can be attributed to its status as a fundamental commodity, maintaining robust demand even amidst declining revenues in the tissue market. Notably, toilet paper…

As with retail adult incontinence, an ageing population remained the key driver of Rx/reimbursement sales in Croatia in 2023, with the category recording solid volume and current value growth in the year. Incontinence products are considered medical…

In 2023, the demand for Rx/reimbursement adult incontinence witnessed continued growth in Estonia, with both value and volume experiencing an upward trajectory. This growth trend persisted despite the ongoing challenges associated with limited…

In 2023, Rx/reimbursement adult incontinence was on the rise in Hungary, fuelled by the ageing population, which led to increased and ongoing use of the products. In a time of rising inflation, consumers were increasingly attracted to reimbursement…

The demographic landscape in Latvia is undergoing a significant shift, with an increasing proportion of the population comprising elderly individuals. This demographic trend is particularly pronounced among single pensioners who often require…

RX/reimbursement adult incontinence in Lithuania experienced significant growth in 2023, largely driven by state support and legislative changes. The decrease in prices for Rx products by 20-30% from July 1, 2023, provided a substantial boost to…

Volume sales of Rx/reimbursement adult incontinence in Serbia remained stable in 2023. The ageing population is the main driver of category sales, as the elderly tend to experience incontinence issues later in life. In tandem, rising inflation and…

The growth of Rx/reimbursement adult incontinence in Slovakia remained stable in 2023, as consumers tend to use these products for a long time. Compared to retail, products prescribed by the doctor are fully reimbursed by an insurance company, and…

The category of Rx/reimbursement adult incontinence experienced growth in both volume and value terms in 2023 in Slovenia, driven primarily by healthcare settings. As the elderly population continues to increase, more individuals are seeking…

In 2023, Rx/reimbursement adult incontinence recorded moderate volume growth, resulting from growing consumer awareness not only of incontinence, but also from health insurance companies and their reimbursement payments to consumers for the…

Tissue and hygiene in Bosnia and Herzegovina continued to experience the effects of high inflation in 2023, although the rate was significantly lower than in 2022. Inflation has weakened consumer purchasing power as many households face higher costs…

Tissue and hygiene in Bulgaria witnessed positive development in 2023, with high inflation bolstering sales especially in the second half of the year. Retail prices remained elevated and even saw some slight increases, as most producers grappled with…

In 2023, retail value sales of tissue and hygiene in Croatia recorded strong growth due to rising inflation and significant price increases in all product areas. While positively impacting retail value growth, rising prices changed consumers’…

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…

In 2023, tissue and hygiene in Georgia sustained a stable performance, buoyed by consistent economic conditions, a burgeoning immigrant population, and a resurgence in pre-pandemic lifestyles. Despite encountering challenges such as dwindling birth…

In 2023, the tissue and hygiene landscape in Hungary was impacted by high levels of inflation and rising prices, resulting in double-digit retail value growth. However, retail volume levels were challenged, with consumers adapting their purchasing…