+353-1-416-8900REST OF WORLD
+44-20-3973-8888REST OF WORLD
1-917-300-0470EAST COAST U.S
1-800-526-8630U.S. (TOLL FREE)
New

Tissue and Hygiene in Denmark

  • PDF Icon

    Report

  • 59 Pages
  • March 2025
  • Region: Denmark
  • Euromonitor International
  • ID: 2598096
In 2024, sales of tissue and hygiene in Denmark experienced a slight decline in retail value, while retail volume fell in categories such as menstrual care, retail adult incontinence, and nappies/diapers/pants.

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 2020-2024, 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 2029 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

EXECUTIVE SUMMARY
  • Tissue and hygiene in 2024: The big picture
  • 2024 key trends
  • Competitive landscape
  • Retail developments
  • What next for tissue and hygiene?
MARKET INDICATORS
  • Table 1 Birth Rates 2019-2024
  • Table 2 Infant Population 2019-2024
  • Table 3 Female Population by Age 2019-2024
  • Table 4 Total Population by Age 2019-2024
  • Table 5 Households 2019-2024
  • Table 6 Forecast Infant Population 2024-2029
  • Table 7 Forecast Female Population by Age 2024-2029
  • Table 8 Forecast Total Population by Age 2024-2029
  • Table 9 Forecast Households 2024-2029
MARKET DATA
  • Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
  • Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
  • Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
  • Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
  • Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
  • Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
  • Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
  • Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
  • Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
MENSTRUAL CARE IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Retail value sale struggle as competition from sustainable options challenge growth
  • Procter & Gamble Danmark retains its lead through established brands Tampax and Always
  • The integration of in-store and online shopping supports the ongoing expansion of retail e-commerce
PROSPECTS AND OPPORTUNITIES
  • Reusable products are set to challenge sales while pantyliners drive growth
  • Retail e-commerce is expected to continue gaining ground, as retailers implement omnichannel strategies
  • Innovation is set to focus on health and sustainability concerns to align with consumer demands
CATEGORY DATA
  • Table 19 Retail Sales of Menstrual Care by Category: Value 2019-2024
  • Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
  • Table 21 Retail Sales of Tampons by Application Format: % Value 2019-2024
  • Table 22 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
  • Table 23 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
  • Table 24 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
  • Table 25 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
NAPPIES/DIAPERS/PANTS IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Disposable pants drive growth while expanding product ranges to include younger babies
  • Essity A/S retains its leadership while recording the strongest growth in 2024
  • Discounters lead sales as consumers appreciate quality and affordability
PROSPECTS AND OPPORTUNITIES
  • A retail value increase is expected to be bolstered by disposable pants, which support higher prices
  • Urbanisation and omnichannel strategies are set to support growth for retail e-commerce
  • Sustainability concerns, absorbency and comfort will be addressed through ongoing product innovation
CATEGORY DATA
  • Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
  • Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
  • Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
  • Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
  • Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
  • Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
RETAIL ADULT INCONTINENCE IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Growth for moderate/heavy adult incontinence products as availability and awareness strengthen
  • Essity A/S maintains its lead with Tena, with innovation focused on protection to retain consumers
  • Health and beauty specialists benefit from instore staff and professional advice
PROSPECTS AND OPPORTUNITIES
  • The ageing population and rising health conditions are set to drive ongoing growth
  • Retail e-commerce gains ground, allowing consumers to buy these products discreetly
  • Innovation is expected to focus on skin care, allergy care and sustainability
CATEGORY DATA
  • Table 32 Sales of Retail Adult Incontinence by Category: Value 2019-2024
  • Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
  • Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
  • Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
  • Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
  • Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
RX/REIMBURSEMENT ADULT INCONTINENCE IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • The ageing population supports ongoing retail value growth in 2024
  • Essity leads the competitive landscape, offering its established Tena brand
  • Distribution is via online orders or in-person collection at pharmacies
PROSPECTS AND OPPORTUNITIES
  • Retail adult incontinence is set to record a value uplift as acceptance widens
  • Innovation is expected to focus on sustainability, aligning with societal concerns
  • Assessments may become more stringent across the forecast period
CATEGORY DATA
  • Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2019-2024
  • Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2019-2024
  • Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2024-2029
  • Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2024-2029
WIPES IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Intimate wipes drives growth as consumers appreciate the benefits for hygiene and self-care
  • Essity AB retains its overall lead while Procter & Gamble offers the top brand Swifter
  • Discounters lead the distribution channel as consumers seek value
PROSPECTS AND OPPORTUNITIES
  • Intimate wipes drive ongoing value growth, while moist toilet wipes face challenges
  • Retail e-commerce is set to increase its share, bolstered by ongoing urbanisation
  • Innovation is expected to focus on plant-based wipes and sustainable credentials
CATEGORY DATA
  • Table 42 Retail Sales of Wipes by Category: Value 2019-2024
  • Table 43 Retail Sales of Wipes by Category: % Value Growth 2019-2024
  • Table 44 NBO Company Shares of Retail Wipes: % Value 2020-2024
  • Table 45 LBN Brand Shares of Retail Wipes: % Value 2021-2024
  • Table 46 Forecast Retail Sales of Wipes by Category: Value 2024-2029
  • Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
RETAIL TISSUE IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Retail value growth is driven by premiumisation and sustainability in 2024
  • Salling Group retains its lead, benefiting from its various ranges of private label goods
  • Discounters improves its share as consumers reach for affordable alternatives
PROSPECTS AND OPPORTUNITIES
  • Napkins is set to lead growth, as cost-conscious consumers entertain guests at home
  • Improvements in logistics and a demand for convenience will support growth for retail e-commerce
  • Innovation may focus on infusing products with skincare, offering consumers added benefits
CATEGORY DATA
  • Table 48 Retail Sales of Tissue by Category: Value 2019-2024
  • Table 49 Retail Sales of Tissue by Category: % Value Growth 2019-2024
  • Table 50 NBO Company Shares of Retail Tissue: % Value 2020-2024
  • Table 51 LBN Brand Shares of Retail Tissue: % Value 2021-2024
  • Table 52 Forecast Retail Sales of Tissue by Category: Value 2024-2029
  • Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
AWAY-FROM-HOME TISSUE AND HYGIENE IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • AFH paper towels drive growth as it increasingly replaces air dryers
  • The ageing population and rising obesity rates support sales of AFH adult incontinence
  • Innovation focuses on efficacy to offer a higher level of performance
PROSPECTS AND OPPORTUNITIES
  • An ongoing focus on efficient hygiene solutions is set to drive growth
  • Hospitals and healthcare facilities set to lead distribution of AFH tissue and hygiene products
  • Smart technology will be used to streamline maintenance schedules and reduce waste
CATEGORY DATA
  • Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
  • Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
  • Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2019-2024
  • Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
  • Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
  • Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
  • Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029