Tissue and Hygiene in Romania
Euromonitor International
March 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on tissue and hygiene
COVID-19 country impact
Company response
Retailing shift
What next for tissue and hygiene?
CHART 1 Retail Tissue and Hygiene Value Sales Growth Scenarios: 2018-2025
CHART 2 Retail Tissue and Hygiene Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
Table 1 Birth Rates 2015-2020
Table 2 Infant Population 2015-2020
Table 3 Female Population by Age 2015-2020
Table 4 Total Population by Age 2015-2020
Table 5 Households 2015-2020
Table 6 Forecast Infant Population 2020-2025
Table 7 Forecast Female Population by Age 2020-2025
Table 8 Forecast Total Population by Age 2020-2025
Table 9 Forecast Households 2020-2025
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2015-2020
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Initial stockpiling aside, COVID-19 has little impact on growth trends in 2020
Consumers show a preference for products with natural ingredients amid focus on health impact in 2020
COVID-19 leads to strong growth for e-commerce in 2020
RECOVERY AND OPPORTUNITIES
Premiumisation set to drive value growth over the forecast period
Product segmentation to focus on sustainability and products containing natural ingredients
Increasingly price-sensitive consumers set to turn to private label products
CATEGORY DATA
Table 19 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 21 Retail Sales of Tampons by Application Format: % Value 2015-2020
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Stockpiling drives higher retail volume growth in 2020
Sustainability drives launch of new diapers brand Zuluff in 2020
Increasing focus on online operations leads to strong growth for e-commerce in 2020
RECOVERY AND OPPORTUNITIES
Willingness to spend more on quality products set to offset impact of declining birth rate
Sustainability set to drive growing demand for environmentally friendly nappies/diapers/pants
Price sensitivity and rising unemployment to provide growth opportunities for private label
CATEGORY DATA
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Factors linked to COVID-19 drive stronger growth for retail adult incontinence in 2020
Strong growth potential attracts private label players in 2020
COVID-19 accelerates growth of e-commerce in 2020 as retailers prioritise online presence
RECOVERY AND OPPORTUNITIES
Boom in the population aged 65+ set to drive stronger value and volume growth
Better education set to curtail use of sanitary protection products for incontinence
Reduced stigma set to boost growth potential and opportunities for more targeted products
CATEGORY DATA
Table 32 Sales of Retail Adult Incontinence by Category: Value 2015-2020
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Focus on health and wellness leads to significant boost in sales of wipes in 2020
Strong growth for general purpose and baby wipes as consumers seek functional personal hygiene solutions in 2020
Europack Media Srl retains lead as growing price sensitivity creates opportunities for private label players in 2020
RECOVERY AND OPPORTUNITIES
Focus on hygiene and increasingly sophisticated demands set to drive value growth for wipes
Brand loyalty set to become more prominent
Counterfeit products present opportunities for brand-driven growth
CATEGORY DATA
Table 38 Retail Sales of Wipes by Category: Value 2015-2020
Table 39 Retail Sales of Wipes by Category: % Value Growth 2015-2020
Table 40 NBO Company Shares of Retail Wipes: % Value 2016-2020
Table 41 LBN Brand Shares of Retail Wipes: % Value 2017-2020
Table 42 Forecast Retail Sales of Wipes by Category: Value 2020-2025
Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Stockpiling, increased hygiene awareness and more time spent at home drive strong growth in sales of retail tissue in 2020
Premiumisation drives value growth for leading brand Zewa in 2020
Private label players improve product quality in response to premiumisation trend in 2020
RECOVERY AND OPPORTUNITIES
Demand set to stabilise as product innovation holds key to growth
Price to become a key driver of purchasing decisions over the short to medium term
Local manufacturers set to expand production to capitalise on growing demand
CATEGORY DATA
Table 44 Retail Sales of Tissue by Category: Value 2015-2020
Table 45 Retail Sales of Tissue by Category: % Value Growth 2015-2020
Table 46 NBO Company Shares of Retail Tissue: % Value 2016-2020
Table 47 LBN Brand Shares of Retail Tissue: % Value 2017-2020
Table 48 Forecast Retail Sales of Tissue by Category: Value 2020-2025
Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Closure of workplaces and horeca venues leads to sharp fall in sales of AFH tissue in 2020
Rise in number of patients in hospital linked to COVID-19 drives growth AFH hygiene in 2020
Essity remains a leading player in AFH tissue and hygiene in 2020
RECOVERY AND OPPORTUNITIES
AFH tissue not expected to begin recovery until the second half of 2021
Sales of AFH tissue set to remain low throughout the forecast period
Population ageing and continued demand from healthcare set to drive growth in AFH hygiene
CATEGORY DATA
Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020
Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2020
Table 53 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020
Table 54 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 55 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2020-2025
Table 56 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025