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Tissue and Hygiene in Denmark

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    Report

  • 53 Pages
  • March 2024
  • Region: Denmark
  • Euromonitor International
  • ID: 2598096
In tissue and hygiene in Denmark, retail and away-from-home (AFH) current value sales continued to grow strongly in 2023, driven mainly by price increases. Price inflation remained elevated compared to the early-to-mid-review period, but lower than the 2022 spike. Moreover, the rate of inflation showed signs of slowing in the second half of 2023.

The Tissue and Hygiene in Denmark report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2019-2023, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2028 illustrate how the market is set to change.

Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Tissue and Hygiene market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

TISSUE AND HYGIENE IN DENMARK
EXECUTIVE SUMMARY
  • Tissue and hygiene in 2023: The big picture
  • 2023 key trends
  • Competitive landscape
  • Retailing developments
  • What next for tissue and hygiene?
MARKET INDICATORS
  • Table 1 Birth Rates 2018-2023
  • Table 2 Infant Population 2018-2023
  • Table 3 Female Population by Age 2018-2023
  • Table 4 Total Population by Age 2018-2023
  • Table 5 Households 2018-2023
  • Table 6 Forecast Infant Population 2023-2028
  • Table 7 Forecast Female Population by Age 2023-2028
  • Table 8 Forecast Total Population by Age 2023-2028
  • Table 9 Forecast Households 2023-2028
MARKET DATA
  • Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
  • Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023
  • Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2019-2023
  • Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2020-2023
  • Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2018-2023
  • Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2018-2023
  • Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2023
  • Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2023-2028
  • Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
MENSTRUAL CARE IN DENMARKKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Higher retail price points favour value over volume growth
  • Focus on efficacy with a stronger value proposition
  • Tampons suffers from strong competition
PROSPECTS AND OPPORTUNITIES
  • Weak economic outlook to inform changes in purchasing behaviour
  • Ongoing shift from standard to slim/thin/ultra-thin towels
  • Leakproof apparel threatens menstrual care
CATEGORY DATA
  • Table 19 Retail Sales of Menstrual Care by Category: Value 2018-2023
  • Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2018-2023
  • Table 21 Retail Sales of Tampons by Application Format: % Value 2018-2023
  • Table 22 NBO Company Shares of Retail Menstrual Care: % Value 2019-2023
  • Table 23 LBN Brand Shares of Retail Menstrual Care: % Value 2020-2023
  • Table 24 Forecast Retail Sales of Menstrual Care by Category: Value 2023-2028
  • Table 25 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2023-2028
NAPPIES/DIAPERS/PANTS IN DENMARKKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Higher retail price points lead to price-sensitive consumer purchasing decisions
  • Sustainability drives innovation
  • Development and growth for disposable pants
PROSPECTS AND OPPORTUNITIES
  • Gloomy economic outlook creates space for private label development
  • Population growth to stimulate retail volume growth
  • Innovation focus on incremental improvements
CATEGORY DATA
  • Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
  • Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023
  • Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2019-2023
  • Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2020-2023
  • Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2023-2028
  • Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2023-2028
RETAIL ADULT INCONTINENCE IN DENMARKKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Consumers look to price promotions and lower-cost brands and channels amid an inflationary climate
  • Incremental efficacy improvements
  • Players respond to the need for allergy sensitive options
PROSPECTS AND OPPORTUNITIES
  • Ageing population trend to push awareness and demand
  • Substitution threat
  • Sustainability to shape the direction of innovation
CATEGORY DATA
  • Table 32 Sales of Retail Adult Incontinence by Category: Value 2018-2023
  • Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023
  • Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2019-2023
  • Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2020-2023
  • Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2023-2028
  • Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2023-2028
RX/REIMBURSEMENT ADULT INCONTINENCE IN DENMARKKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Unit price increases push value over volume growth
  • Ageing population and obesity trends continue to drive demand
  • Essity continues to leverage Tena’s strong association with adult incontinence in Denmark
PROSPECTS AND OPPORTUNITIES
  • Weak economic outlook to push demand for Rx/Reimbursement adult incontinence
  • Lessening of the stigma surrounding adult incontinence offers higher growth potential
  • Personal hygiene and quality of life concerns to join population ageing in driving demand
CATEGORY DATA
  • Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2018-2023
  • Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2018-2023
  • Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2023-2028
  • Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2023-2028
WIPES IN DENMARKKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Higher prices limit retail volume development in wipes
  • Convenience is the key driver for wipes but other attributes gain traction
  • Multinational brands lead wipes
PROSPECTS AND OPPORTUNITIES
  • Weak economic climate may see shifts to lower-priced alternatives
  • Sustainability to the fore
  • Moist toilet wipes to continue to struggle
CATEGORY DATA
  • Table 42 Retail Sales of Wipes by Category: Value 2018-2023
  • Table 43 Retail Sales of Wipes by Category: % Value Growth 2018-2023
  • Table 44 NBO Company Shares of Retail Wipes: % Value 2019-2023
  • Table 45 LBN Brand Shares of Retail Wipes: % Value 2020-2023
  • Table 46 Forecast Retail Sales of Wipes by Category: Value 2023-2028
  • Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2023-2028
RETAIL TISSUE IN DENMARKKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Higher retail price points continue to favour value over volume growth
  • Sustainability shapes innovation in retail tissue
  • Premiumisation to offset maturity of demand
PROSPECTS AND OPPORTUNITIES
  • Challenging economic outlook to determine purchasing decisions
  • Health and hygiene and ecological concerns to shape demand in retail tissue
  • “Skinification” to add dynamism to facial tissues
CATEGORY DATA
  • Table 48 Retail Sales of Tissue by Category: Value 2018-2023
  • Table 49 Retail Sales of Tissue by Category: % Value Growth 2018-2023
  • Table 50 NBO Company Shares of Retail Tissue: % Value 2019-2023
  • Table 51 LBN Brand Shares of Retail Tissue: % Value 2020-2023
  • Table 52 Forecast Retail Sales of Tissue by Category: Value 2023-2028
  • Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2023-2028
AWAY-FROM-HOME TISSUE AND HYGIENE IN DENMARKKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Higher unit prices and rebound from COVID-19 slump slow volume growth
  • AFH paper towels benefits from robust health and hygiene trend
  • Players look to incorporate sustainability in new product development
PROSPECTS AND OPPORTUNITIES
  • Economic outlook and maturity to hinder volume growth while technology aids efficiencies
  • Leading players to try to lock-in value through longer-term supply agreements
  • Lowering costs through education and treatment in AFH adult incontinence
CATEGORY DATA
  • Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
  • Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023
  • Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2018-2023
  • Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2018-2023
  • Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2023
  • Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2023-2028
  • Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2023-2028