Personal care products (Russian market)

• Oral Health Care Products (Russian Market)

Chronicle

2024: Toilet paper production up 12% for the year to reach 7.9 billion rolls

By the end of 2024, toilet paper production in Russia reached 7.9 billion rolls, an increase of 12% compared to the volume of production in 2023, which amounted to 7 billion rolls. Such data are contained in a study by the analytical company BusinesStat, published in April 2025 and reflecting the steady growth of domestic production of sanitary and hygienic products.

According to BusinesStat, the toilet paper market in Russia has shown steady positive dynamics over the past five years, despite fluctuations in growth rates. In 2020, against the background of instability in the consumer market and logistics restrictions, production amounted to 5.5 billion rolls. In 2021, the sector showed moderate growth - output increased by 4% to 5.8 billion rolls, which was due to the recovery in demand after the rush consumption during the pandemic.

The largest increase was observed in 2022, when production volumes reached 7.0 billion rolls, which is 21% more than in 2021. This growth is explained by the expansion of capacities at a number of specialized enterprises, an increase in domestic demand, as well as the reorientation of part of export supplies to the domestic market. In 2023, the volume of production remained at the level of 2022 - 7.0 billion rolls, and the increase was only 1%.

The growth of production in 2024 was facilitated by the solution of logistics difficulties and the stabilization of prices for raw materials and packaging. In response to growing demand, manufacturers are increasing plant capacity. For example, the company "Hayat Russia" in 2024 launched a new automated line for the production of toilet paper at its plant in the Kaluga region.

The largest manufacturers of toilet paper in Russia:

• Kimberly-Clark LLC.
• LLC "Evokom."
• Hayat Kimya LLC.
• Cotton Club LLC.
• Consumer Hayat Goodes LLC.

From March 1, 2024, toilet paper manufacturers are provided with state support when using recyclables in production.^[1]

2023

Growth in sales of feminine hygiene products by 14% to 132 billion rubles

In 2023, the turnover of the Russian market for feminine hygiene products reached 132 billion rubles. This is 14% more compared to 2022, when the volume of the industry was estimated at 116 billion rubles. In physical terms, sales increased from 831.2 million to 859.2 million packages, that is, by 3.4%. The data are provided in the BusinesStat study, the results of which were published at the end of November 2024.

The review looks at products such as pads and tampons. Among the significant market players are Kimberly-Clark LLC, Procter and Gamble-Novomoskovsk LLC, EvoCom LLC, Bella LLC and Hajin Technologies LLC. It is noted that the development of the industry under consideration is limited by the demographic factor. To maintain sales, manufacturers are constantly changing their product range and developing products with unique properties, following consumer trends and demands.

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Фото: Freepik

In 2019, according to estimates, the turnover of the market for women's hygiene products in the Russian Federation was about 75 billion rubles. A year later, the figure fell by 3% - to 73 billion rubles. In 2021, there was an increase of 8% with a final result of 78 billion rubles, and in 2022 an increase of 48% was recorded. Such a sharp jump is due to the formed geopolitical situation: against the background of uncertainty, expectations of a reduction in the range of familiar brands and an increase in the cost of products, sales of feminine hygiene products rapidly went up.

In physical terms, sales in 2019 amounted to 772.8 million packages. In 2020, sales fell by 2.3% to 754.7 million units. In 2021 and 2022, there was an increase of 3.8% and 6.1%, respectively, to 783.3 million and 831.2 million packages. Since mid-2022, demand has gradually shifted towards goods of domestic brands, as well as foreign brands of a lower price range.^[2]

0.02% increase in toilet paper production to 7 billion rolls

The volume of toilet paper production in Russia in rolls in 2023 increased by an insignificant 0.02% compared to 2022 and reached almost 7 billion rolls. In tonnage, the volume of domestic output also slightly increased compared to a year earlier and was recorded at more than 500 thousand tons. This is stated in a study by NeoAnalytics, excerpts from which were released in October 2024.

At the end of 2023, the volume of imports of Russian toilet paper in physical terms decreased by 38.3%, to 2 thousand tons.

Soap production in Russia for the year increased by 17% to 190.5 thousand tons

In 2023, the production of toilet soap in Russia reached 190.5 thousand tons. For comparison, a year earlier the figure was 163.1 thousand tons. Thus, growth was recorded at 17%, as stated in the materials of BusinesStat, released in mid-October 2024.

The study considers liquid and solid (neutral, extra, children's, ordinary) toilet soap. Among the largest enterprises in the industry are named LAB Industries LLC, Zhirovaya Kombinat JSC, Unilever Rus LLC, Nefis Cosmetics JSC and Cotton Club LLC. The report said the number of toilet soap makers, including small ones, is increasing every year. Increased competition contributes to the expansion of the range and the creation of new types of products.

In 2019, according to estimates, 120.2 thousand tons of toilet soap were produced in Russia. A year later, production rose by 27.6%, reaching 153.3 thousand tons. Such a significant increase is due to an increase in demand for soap, as a means of personal hygiene and disinfection of hands and bodies, in the context of the COVID-19 pandemic. In addition, there were restrictions on the supply of imported products to the Russian market due to quarantine measures and disruption of supply chains.

In 2021, as demand stabilized, production decreased by 11.6% to 135.5 thousand tons. And in 2022, an increase of 20.4% was recorded. The main growth factors are the increase in demand for contract production and the weakening of competition with foreign brands. At the same time, domestic companies remain highly dependent on imported raw materials, in particular, on tropical oils (palm and coconut), which are used in the production of soap. Fluctuations in component prices in global markets have a significant impact on the cost of final products.^[3]

2022

7.7% drop in adult diaper production to 757m

In 2022, 757 million adult diapers were sold in Russia, which is 7.7% less than a year earlier. Such data are provided in a study by BusinesStat, published in July 2023.

According to experts, manufacturers have reduced the production of diapers due to a shortage of raw materials (fluff cellulose and superabsorbent). Imports of raw materials were complicated by European sanctions. In the current conditions, problems were noted with public procurement of diapers for disabled people, the report noted.

It also says that in 2022 the only supplier of technical means of rehabilitation for disabled people was appointed throughout the country. In the case of purchases from a single supplier, the price is determined by the customer, not at auction. It was assumed that the refusal of competitive procurement will allow organizing uninterrupted and timely provision of disabled people with the necessary goods, and will also help to contain procurement prices. Despite this, in a number of regions there were problems with the purchase of means of rehabilitation of disabled people, including diapers. In the context of sanctions and a decrease in consumer solvency, the availability of products has decreased significantly.

Until 2022, an active increase in sales was supported by preferential government provision of diapers for the disabled, as well as the use of adult diapers in hospitals.

According to BusinesStat, in 2022, the export of diapers for adults from Russia decreased by 29.1% and amounted to $4.74 million. In quantitative terms, the supply of these personal hygiene products fell by 35.3%, to 21 million units. There was a decrease in shipments to Azerbaijan, Belarus, Kazakhstan and Ukraine. The volume of diaper imports in the Russian Federation is not specified in the study.^[4]

Toilet paper production reached an all-time high of 6.99 billion rolls (+ 21.06%)

In 2022, 6.99 billion rolls of toilet paper were produced in Russia, which is 21.06% more, or 1.2 billion rolls, more than a year earlier. Such data in Roslesinforg were cited at the end of February 2023, calling the recorded market volume a record.

The main producers of toilet paper in 2022 were, Tatarstan,, Leningrad,, and the regions,,,,, Tula Kaluzhskaya Yaroslavskaya Chelyabinsk Kostroma all Krasnodar Territory Komi Adygea regions of Siberia and the Urals.

6.99 billion rolls of toilet paper were produced in Russia

According to Roslesinforg's calculations, companies in 2022 produced almost 45 rolls of paper per year per resident of Russia, while in 2020 the annual consumption was no more than 35 rolls per capita.

In principle, in our country, toilet paper is produced mainly by Russian companies. There are companies with foreign participation, for example, Turkish, but they continue to work, - said the head of the association of organizations and enterprises of the pulp and paper industry "Bumprom" Yuri Lakhtikov in a conversation with "Rossiyskaya Gazeta."

Toilet paper and wipes are manufacturing leaders among all pulp and paper products, he said. According to the Bumprom association, the growth in 2022 was about 30%.

According to Step by Step analysts, the Russian market for paper sanitary and hygienic products in 2022 was relatively stable. Since manufacturers use mainly Russian raw materials for production, the impact of sanctions was not as strong as on other industries. And the products did not demonstrate sharp jump changes in price, experts say.

Supply chains that were destroyed in 2022 have been rebuilt, they added. This also applies to the supply of imported chemicals, spare parts for machine tools and equipment. Some enterprises were able to rebuild their logistics thanks to integration with other market participants.^[5]

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