2024 was a challenging year for Ukraine with retail volume sales of most products being heavily affected by Russia’s ongoing war in the country. Sales in some categories, like retail adult incontinence, have been boosted by the war, but many others, like nappies/diapers/pants, have seen a steep drop in sales.
Toilet paper remains the largest category in tissue and hygiene in Ukraine, with this being the most commonly used retail tissue product due to its essential role and the lack of adequate and cheaper alternatives. The category saw strong growth in current value terms in 2024 but this was due to further price hikes, with volume sales declining in line with a further drop in the number of households and due to consumers being more cautious in their usage of these products.
Procter & Gamble continued to lead tissue and hygiene in 2024 due to its well-established position in the market and the high recognition for its brands. Among its brands are Always, Pampers and Naturella, which hold leading positions in menstrual care and nappies/diapers/pants thanks to strong promotional support and nationwide distribution coverage.
Health and beauty specialists remained the leading distribution channel in tissue and hygiene in 2024 with a particularly strong presence in retail hygiene categories such as retail adult incontinence, nappies/diapers/pants and menstrual care. The adoption of omnichannel sales strategies, wide product ranges, and frequent promotions make this channel attractive to Ukrainian consumers, some of whom also appreciate the presence of knowledgeable sales staff to provide advice.
Sales of tissue and hygiene are expected to continue declining in retail volume terms over the forecast period, with sales also expected to decline in value terms (at constant 2024 prices). This is linked to Russia’s ongoing war in the country and its impact on the population and its economy.
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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.
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Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
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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 definitionsThis report originates from Passport, our Tissue and Hygiene research and analysis database.
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