This report provides market trend and market growth analysis of the Russia Tissue and Hygiene industry . With this market report, you’ll be able to explore in detail the changing shape and potential of the industry. You will now be able to plan and build strategy on real industry data and projections.

1. Tissue and Hygiene in Russia
Published:October 2011
Price:US $ 2400
Report Summary
This Euromonitor market report provides market trend and market growth analysis of the
Russia Tissue and Hygiene industry . With this market report, you’ll be able to explore in
detail the changing shape and potential of the industry. You will now be able to plan and
build strategy on real industry data and projections.
The Tissue and Hygiene in Russia market research report includes:
* Analysis of key supply-side and demand trends
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
* What is the market size of Tissue and Hygiene in Russia?
* What are the major brands in Russia?
* What are the most dynamic tissue and hygiene categories?
* What are the major markets for tissue products sales?
* What are the major markets for hygiene products sales?
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* Gain competitive intelligence about market leaders
* Track key industry trends, opportunities and threats
* Inform your marketing, brand, strategy and market development, sales and supply
functions
This industry report originates from Passport, our Tissue and Hygiene market
research database.
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* Report: PDF and Word
* Market statistics: Excel workbook
* Sample Analysis
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2. EXECUTIVE SUMMARY
Tissue and hygiene develops alongside economic recovery
Tissue and hygiene emerged in good shape from the economic downturn and continued its
movement towards maturity in 2010. Growth was fuelled by increasing awareness and the
popularity of novel categories such as incontinence products. Increased birth rates
contributed to high demand for baby-orientated products, especially for the major
nappies/diapers/pants category. Development was also possible due to favourable economic
conditions. In 2010, real GDP growth was positive after the decline seen in 2009. This led to
an increase in disposable income and expenditure.
Multinational companies open new plants in Russia
In 2010, SCA Hygiene Products OOO and Kimberly-Clark OOO opened new plants in Russia.
Both production facilities will concentrate on the manufacture of nappies/diapers and are
situated close to Moscow. SCA Hygiene Products will manufacture nappies/diapers under the
Libero brand and incontinence products under the Tena brand at its new plant in Veniov,
Tula Region. Kimberly-Clark will produce nappies/diapers under the Huggies brand in its
factory in Stupino, Moscow Region. Local production capacity will help to lower
manufacturing and logistics costs, avoid national currency fluctuations and win local
authorities’ favour, which is especially important in Russia.
Top six players are international companies
The Russian tissue and hygiene category is controlled by multinational players. Procter &
Gamble OOO, Kimberly-Clark OOO, SCA Hygiene Products OOO, Bella Vostok OOO, Johnson
& Johnson OOO and Georgia-Pacific ZAO were the six largest players in 2010. All these
companies except Johnson & Johnson operate production facilities in Russia. However, the
competitive environment is different in retail tissue and retail hygiene. Local companies
such as Syassky CBK OAO, Naberezhniye Chelny KBK ZAO and Syktyvkar Tissue Group OAO
successfully compete with multinationals in retail tissue, where they account for half of
overall category sales. The presence of local operators in retail hygiene is minor and does
not exceed 20% in current value terms.
Supermarkets/hypermarkets is the main distribution channel
Supermarkets/hypermarkets became the leading distribution channel for tissue and hygiene
products over the review period. The rapid growth of modern retailing chains changed the
structure of tissue and hygiene distribution. Increasing penetration of modern retailing into
remote Russian regions is set to provide additional impulse to the growth of tissue and
hygiene over the forecast period, as this channel offers a wide range of products at
reasonable prices. The cooperation of tissue and hygiene manufacturers with major
supermarkets/hypermarkets in terms of private label is also important for industry
development.
Retail tissue and hygiene will be driven by innovations
Both local and multinational manufacturers will have to work hard on portfolio expansion
and innovations over the forecast period. Consumers are well aware of the scope of retail
tissue and hygiene products available and increasingly desire more sophisticated options. In

3. order to attract their interest, manufacturers will work hard to improve the efficiency and
functionality of their products. New scents, unique packaging, modern designs and
ecological features will also be important factors for manufacturers to consider while
working on new launches.
Table of Contents
Tissue and Hygiene in Russia - Industry Overview
EXECUTIVE SUMMARY
Tissue and hygiene develops alongside economic recovery
Multinational companies open new plants in Russia
Top six players are international companies
Supermarkets/hypermarkets is the main distribution channel
Retail tissue and hygiene will be driven by innovations
KEY TRENDS AND DEVELOPMENTS
The rapid upturn of the Russian economy
Multinationals expand production capacity inside the country
Growing penetration of modern grocery retailers fuels tissue and hygiene’s growth
Awareness of incontinence products increases in Russia
Companies concentrate on portfolio diversification
CITY KEY TRENDS AND DEVELOPMENTS
Moscow
St Petersburg
MARKET INDICATORS
Table 1 Birth Rates 2005-2010
Table 2 Infant Population 2005-2010
Table 3 Female Population by Age 2005-2010
Table 4 Total Population by Age 2005-2010
Table 5 Households 2005-2010
Table 6 Forecast Infant Population 2010-2015
Table 7 Forecast Female Population by Age 2010-2015
Table 8 Forecast Total Population by Age 2010-2015
Table 9 Forecast Households 2010-2015
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2005-2010

4. Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2005-
2010
Table 12 Retail Sales of Tissue and Hygiene by City: Value 2005-2010
Table 13 Retail Sales of Tissue and Hygiene by City: % Value Growth 2005-2010
Table 14 Tissue and Hygiene Retail Company Shares 2006-2010
Table 15 Tissue and Hygiene Retail Brand Shares 2007-2010
Table 16 Penetration of Private Label by Category 2005-2010
Table 17 Retail Sales of Tissue and Hygiene by Distribution Format: % Analysis
2005-2010
Table 18 Retail Sales of Tissue and Hygiene by Category and Distribution Format:
% Analysis 2010
Table 19 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2010-
2015
Table 20 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth
2010-2015
Table 21 Forecast Retail Sales of Tissue and Hygiene by City: Value 2010-2015
Table 22 Forecast Retail Sales of Tissue and Hygiene by City: % Value Growth
2010-2015
DEFINITIONS
Summary 1 Research Sources
Tissue and Hygiene in Russia - Company Profiles
Avangard OOO in Tissue and Hygiene (Russia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
PRIVATE LABEL
Ceprus AB in Tissue and Hygiene (Russia)

5. STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Ceprus AB: Competitive Position 2010
Cotton Club OOO in Tissue and Hygiene (Russia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Cotton Club OOO: Competitive Position 2010
Gigrovata-Saint-Petersburg ZAO in Tissue and Hygiene (Russia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Gigrovata-Saint-Petersburg ZAO: Competitive Position 2010
Hygiene Kinetics OOO in Tissue and Hygiene (Russia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION

6. COMPETITIVE POSITIONING
Summary 10 Hygiene Kinetics OOO: Competitive Position 2010
Kondrovskaya Bumazhnaya Kompaniya OAO in Tissue and Hygiene (Russia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Kondrovskaya Bumazhnaya Kompaniya OAO: Competitive Position 2010
Naberezhniye Chelny KBK ZAO in Tissue and Hygiene (Russia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 14 Naberezhniye Chelny KBK ZAO: Competitive Position 2010
Semya & Komfort PK OOO in Tissue and Hygiene (Russia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
PRIVATE LABEL
Summary 16 Semya & Komfort PK OOO: Private Label Portfolio
Syassky CBK OAO in Tissue and Hygiene (Russia)
STRATEGIC DIRECTION

7. KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 19 Syassky CBK OAO: Competitive Position 2010
Syktyvkar Tissue Group OAO in Tissue and Hygiene (Russia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 22 Syktyvkar Tissue Group OAO: Competitive Position 2010
Away-From-Home Tissue and Hygiene in Russia - Category Analysis
HEADLINES
TRENDS
Sales of AFH products were boosted by growth in consumers’ disposable incomes as
foodservice outlets, including shopping centres with entertainment areas and foodservice
facilities, benefited from the trend during the first part of the review period. Such outlets
have to provide the appropriate level of hygiene, thereby driving sales of AFH products.
During the recession consumer foodservice saw a decline in revenue, which in turn affected
the sales of AFH products. However, the rapidly recovering Russian economy and improving
governmental social care provided a new impulse to the development of the AFH segment in
2010.
COMPETITIVE LANDSCAPE
Multinational company SCA Hygiene Products OOO with its brand Tork led AFH sales in
2010. The factors contributing to the company’s success include its wide product portfolio,
the high quality of its AFH products, local production capacities and a well-developed
distribution network, as well as different promotional and educational activities. For
example, the company launched a special educational programme about hand hygiene
called “Clean Hands” in kindergartens in 2010.
PROSPECTS

8. AFH tissue and hygiene is predicted to grow at a 5% constant value CAGR over the forecast
period. Sales will be driven by increasing customer flows in shopping centres and horeca
outlets, as well as the development of hospitals/healthcare institutions. This growth will be
due to gradual economic growth in the country. Real GDP growth is expected to grow at a
CAGR of 4% over the forecast period, whilst consumers’ disposable incomes and
expenditure are also expected to a record a CAGR of 3% in constant value terms over the
forecast period.
CATEGORY DATA
Table 23 Away-From-Home Sales of Tissue and Hygiene by Category: Value 2005-
2010
Table 24 Away-From-Home Sales of Tissue and Hygiene by Category: % Value
Growth 2005-2010
Table 25 Away-From-Home Sales of Tissue and Hygiene by Distribution Format: %
Analysis 2005-2010
Table 26 Away-From-Home Sales of Tissue and Hygiene by Category and
Distribution Format: % Analysis 2010
Table 27 Forecast Away-From-Home Sales of Tissue and Hygiene by Category:
Value 2010-2015
Table 28 Forecast Away-From-Home Sales of Tissue and Hygiene by Category: %
Value Growth 2010-2015
Cotton Wool/Buds/Pads in Russia - Category Analysis
HEADLINES
TRENDS
Real GDP growth reached 4% in 2010, after an 8% decline in 2009. This was the sharpest
drop since 1998. However, the Russian economy managed to recover in a short period of
time. The recovering economy drove the growth of different macroeconomic indicators.
Consumers’ disposable incomes and expenditure were no exception. The former increased
by 12% in current value terms, whilst the latter recorded 11% growth in 2010.
COMPETITIVE LANDSCAPE
Cotton Club OOO led the cotton wool/buds/pads category with a 30% value share in 2010.
The company owns a wide range of products targeting consumers within all price segments.
It offers the economy Aura brand, standard Ya Samaya and premium SPA Cotton. It sells a
wide range of baby-orientated products and actively cooperates with the largest retailers
regarding private label manufacturing. Cotton Club was one of the first category players to
promote its products using TV advertising.

9. PROSPECTS
Sales of cotton wool/buds/pads are expected to increase at a retail volume CAGR of 2%
over the forecast period. This category is well established and close to saturation in Russia.
It will be driven by growing demand for baby-orientated products, as birth rates are
expected to remain high in Russia. In addition, growing consumer expenditure and incomes
will also fuel growth of cotton wool/buds/pads. Both measures are predicted to record a
constant value CAGR of 3% over the forecast period.
CATEGORY DATA
Table 29 Retail Sales of Cotton Wool/Buds/Pads: Value 2005-2010
Table 30 Retail Sales of Cotton Wool/Buds/Pads: % Value Growth 2005-2010
Table 31 Retail Sales of Cotton Wool/Buds/Pads by Type: % Value Breakdown
2007-2010
Table 32 Cotton Wool/Buds/Pads Retail Company Shares 2006-2010
Table 33 Cotton Wool/Buds/Pads Retail Brand Shares 2007-2010
Table 34 Forecast Retail Sales of Cotton Wool/Buds/Pads: Value 2010-2015
Table 35 Forecast Retail Sales of Cotton Wool/Buds/Pads: % Value Growth 2010-
2015
Incontinence in Russia - Category Analysis
HEADLINES
TRENDS
Incontinence continues to be a widespread problem in Russia, with SCA Hygiene Products
estimating that 39% of Russian women aged 35 and over are affected. Rates of male
incontinence are also estimated to be high. However, per capita consumption continues to
be extremely low for incontinence products. The low purchasing power of potential
consumers, combined with the taboo associated with the subject of incontinence, affects the
category.
COMPETITIVE LANDSCAPE
International company Bella Vostok OOO continued to lead incontinence products with its
brand Seni, which accounted for a 49% value share in 2010. It was followed by two more
multinational companies, SCA Hygiene Products OOO with the Tena brand and Paul
Hartmann OOO with the Molicare brand. These companies held value shares of 21% and
20% respectively in 2010. All these companies have developed broad distribution networks,
as their products are present in the major chained grocery retailers and health and beauty
retailers. The first two companies also started to promote their brands on national TV
channels from 2009.

10. PROSPECTS
The incontinence category is expected to grow at a constant value and volume CAGR of 7%
over the forecast period. It will be one of the fastest developing categories within tissue and
hygiene in Russia. The growing demand for these products will be driven by leading
manufacturers’ educational activities about incontinence problems.
CATEGORY DATA
Table 36 Retail Sales of Incontinence by Category: Value 2005-2010
Table 37 Retail Sales of Incontinence by Category: % Value Growth 2005-2010
Table 38 Incontinence Retail Company Shares 2006-2010
Table 39 Incontinence Retail Brand Shares 2007-2010
Table 40 Forecast Retail Sales of Incontinence by Category: Value 2010-2015
Table 41 Forecast Retail Sales of Incontinence by Category: % Value Growth 2010-
2015
Nappies/Diapers/Pants in Russia - Category Analysis
HEADLINES
TRENDS
The birth rate is one of the most important factors influencing the development of the
nappies/diapers/pants category. The number of newborns reached 12 per 1,000 inhabitants
in 2010. The birth rate recorded a small decrease of 5% in comparison with 2009, when the
birth rate was at its highest since 1990. However, it remained relatively high, having been
below 10 during the period 1993-2003. A high birth rate simply fuels demand for products
targeting children. Apart from the growing number of babies, the Government’s social care
policy and an increasing amount of educational information regarding babies in the press
and the internet contributed to the rapid evolution of nappies/diapers/pants.
COMPETITIVE LANDSCAPE
Global player Procter & Gamble OOO was ranked first in the category with its Pampers
brand, which accounted for a 39% value share in 2010. It was followed by two other
international companies, Kimberly-Clark OOO with its Huggies brand and SCA Hygiene
Products OOO with Libero. These two companies held 26% and 17% value shares
respectively. All leading players own one major brand each and actively promote their
brands via national TV channels. Kimberly-Clark and SCA Hygiene Products followed the
example of Procter & Gamble and opened local production plants in Russia in 2010.
PROSPECTS
The nappies/diapers/pants category is expected to grow at a constant value CAGR of 5%
and retail volume CAGR of 4% over the forecast period, to reach RUB55 billion and 5 billion

11. units by 2015. The birth rate will be one of the main factors driving sales. The number of
births will fluctuate at around 12 per 1,000 inhabitants over the forecast period. The
problem of a declining population in Russia is taken very seriously. The Government is
putting significant efforts into stimulating birth rates. The nappies/diapers penetration rate
will also benefit from increasing local production capability.
CATEGORY DATA
Table 42 Retail Sales of Nappies/Diapers/Pants by Category: Value 2005-2010
Table 43 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth
2005-2010
Table 44 Nappies/Diapers/Pants Retail Company Shares 2006-2010
Table 45 Nappies/Diapers/Pants Retail Brand Shares 2007-2010
Table 46 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2010-
2015
Table 47 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value
Growth 2010-2015
Retail Tissue in Russia - Category Analysis
HEADLINES
TRENDS
In 2010 real GDP growth reached 4% in Russia, after an 8% decline in 2009. This meant
that the local economy started its recovery. Real disposable incomes also recorded a 4%
increase in 2010 according to statistics from the Bank of Russia. This favoured consumer
expenditure, which increased by 5% in 2010, compared with a decline of 5% in 2009. This
positively influenced sales of retail tissue, which recorded 10% growth in current value
terms to reach RUB17 billion in 2010.
COMPETITIVE LANDSCAPE
Retail tissue was led by international company SCA Hygiene Products OOO with a 26%
value share in 2010. It was followed by another multinational, Georgia-Pacific ZAO. Both
companies not only offer a wide range of products within retail tissue and actively support
them with promotional campaigns, they also own production facilities inside Russia. In
2010, SCA Hygiene Products OOO opened a new tissue production line at its second plant in
Russia in Sovetsk, Tulskaya Oblast. The company also opened a hygiene production plant in
Venev, Tulskaya Oblast in 2010.
PROSPECTS
Sales of retail tissue are forecast to increase at a retail volume CAGR of 5% and a constant
value CAGR of 6% over the forecast period, to reach RUB23 billion by 2015. Retail tissue
will benefit from growing consumer disposable incomes and expenditure, which are

12. expected to record a constant value CAGR of 3% over the forecast period. Both local and
international manufacturers plan to enlarge their production capacities in Russia, a trend
that will also fuel the penetration of retail tissue, especially of such categories as kitchen
towels, paper tableware and tissues.
CATEGORY DATA
Table 48 Retail Tissue Sales by Category: Value 2005-2010
Table 49 Retail Tissue Sales by Category: % Value Growth 2005-2010
Table 50 Retail Tissue Company Shares 2006-2010
Table 51 Retail Tissue Brand Shares 2007-2010
Table 52 Forecast Retail Tissue Sales by Category: Value 2010-2015
Table 53 Forecast Retail Tissue Sales by Category: % Value Growth 2010-2015
Sanitary Protection in Russia - Category Analysis
HEADLINES
TRENDS
In 2010, the Russian economy started its recovery after the financial shock a year earlier.
Real GDP recorded 4% growth in 2010, while this figure had declined by 8% in 2009. The
rising GDP resulted in an increase in real disposable incomes, which also recorded a 4%
increase in 2010, according to statistics from the Bank of Russia. This favoured consumer
expenditure, which increased by 5% in 2010, while this measure had declined by 5% in
2009.
COMPETITIVE LANDSCAPE
International company Procter & Gamble OOO led sanitary protection in Russia in 2010,
accounting for a 42% value share. The company is present in all the main sanitary
protection categories, offering products across different price segments. The company sells
Tampax in tampons, Always in standard and ultra-thin towels and Discreet in pantyliners. In
addition, its brand Naturella from the standard price segment is presented in tampons,
towels and pantyliners. Procter & Gamble heavily promotes its brands with different
promotional campaigns, including through TV and specialised women’s magazines.
PROSPECTS
Sanitary protection is expected to grow at a constant value CAGR of 4% over the forecast
period, to reach RUB32 billion in 2015. The growing local economy and consumers’ desire
for convenient, sophisticated products will drive the development of the category. Real GDP
growth is expected to be 4% annually on average until 2015. In addition, Russian
consumers will become better educated. This fact will also positively influence the growth of
sanitary protection, by attracting potential new customers and expanding knowledge about
the variety of sanitary protection products on offer among existing clients.

13. CATEGORY DATA
Table 54 Retail Sales of Sanitary Protection by Category: Value 2005-2010
Table 55 Retail Sales of Sanitary Protection by Category: % Value Growth 2005-
2010
Table 56 Retail Sales of Tampons by Application Format: % Value Analysis 2005-
2010
Table 57 Sanitary Protection Retail Company Shares 2006-2010
Table 58 Sanitary Protection Retail Brand Shares 2007-2010
Table 59 Forecast Retail Sales of Sanitary Protection by Category: Value 2010-
2015
Table 60 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth
2010-2015
Wipes in Russia - Category Analysis
HEADLINES
TRENDS
Sales of wipes increased by 7% in current value terms to reach RUB4.7 billion in 2010. The
category benefited from the start of the economic recovery following the financial crisis of
2009. Apart from the improving economic situation, the wipes category was positively
influenced by growing consumer awareness regarding different types of wipes. Consumers
became familiar with the advantages and convenience offered by wipes during the review
period and their interest in different task-specific wipes with extra features became one of
the main category drivers.
COMPETITIVE LANDSCAPE
In 2010, wipes was led by multinational giant Procter & Gamble OOO, followed by local
company Cotton Club OOO. Procter & Gamble was mainly present in baby wipes, where it
benefits from strong brand equity due to the popularity of its nappies/diapers brand
Pampers, which is widely advertised on national TV channels. Cotton Club uses a different
strategy, with wipes together with cotton wool/buds/pads being the main focus of its
product offer. It offers a wide range of personal and home care wipes from different price
segments. The company also actively invests in the promotion of its products through TV,
radio and the internet.
PROSPECTS
The wipes category is expected to see sales increase at a constant value CAGR of 7% to
reach RUB6.6 billion by the end of the forecast period. Despite the fact that Russians
became well aware of different types of wipes over the review period, the category did not

14. reach saturation. Local consumers witnessing improvements in their disposable income will
fuel growth in the category. Sales will be driven by increasing demand for task-specific
wipes. High birth rates and increasing awareness of health and hygiene issues will also
contribute to category development.
CATEGORY DATA
Table 61 Retail Sales of Wipes by Category: Value 2005-2010
Table 62 Retail Sales of Wipes by Category: % Value Growth 2005-2010
Table 63 Wipes Retail Company Shares 2006-2010
Table 64 Wipes Retail Brand Shares 2007-2010
Table 65 Forecast Retail Sales of Wipes by Category: Value 2010-2015
Table 66 Forecast Retail Sales of Wipes by Category: % Value Growth 2010-2015
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