Tissue and Hygiene in Sweden

Best Price Guarantee	Length	Publisher	Published Date	SKU
from $2,925	53 Pages	Euromonitor International	March, 2025	EP19864145

Best Price Guarantee
Price	from $2,925
Length	53 Pages
Publisher	Euromonitor International
Published Date	March, 2025
SKU	EP19864145

Tissue and hygiene saw flat growth in current value terms in 2024, although performances varied significantly across the different categories. Three main factors shaped the performance of tissue and hygiene in 2024. First was population growth and the ongoing ageing of the population coupled with an ongoing decline in Sweden’s birth rate. This ensured that the customer base for products such as retail adult incontinence continued to grow in 2024, with these being more commonly used by older cons...

Euromonitor International's Tissue and Hygiene in Sweden 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.

Tissue and Hygiene in Sweden
Euromonitor International
March 2025
List Of Contents And Tables
TISSUE AND HYGIENE IN SWEDEN
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 SWEDEN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Pantyliners remain on top thanks to everyday usage
Essity remains on top while Lidl benefits from its value positioning
Distribution shifts towards more affordable channels as consumers feel the pinch
PROSPECTS AND OPPORTUNITIES
Pantyliners likely to remain the key growth driver
E-commerce expected to play a more prominent role in menstrual care
Innovation set to focus on efficacy and sustainability
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 SWEDEN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Sales decline as Sweden’s birth rate continues to fall
Essity leads but Lidl the big mover as consumers look for the best value
Distribution shifts towards discounters and e-commerce as consumers look for value and convenience
PROSPECTS AND OPPORTUNITIES
Players likely to focus on adding value as Sweden’s birth rate falls
E-commerce set to play a more important role in nappies/diapers/pants
Innovation will remain key to standing out in the market
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 SWEDEN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Light adult incontinence continues to dominate sales
Tena loses share to private label as consumers become more price sensitive
Distribution shifts online as consumers seek convenience and discretion
PROSPECTS AND OPPORTUNITIES
Outlook
E-commerce still full of potential
Innovation likely to focus on comfort, discretion 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 SWEDEN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Sweden’s ageing population remains the key growth driver
Tena continues to lead thanks to its well-established position in the market
Increased focus on health and self-care benefits sales
PROSPECTS AND OPPORTUNITIES
Sales should continue to benefit from Sweden’s ageing population
Innovation expected to focus on comfort, efficacy and discreetness
Awareness campaigns will remain important to growth
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 SWEDEN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Economic pressures impact sales of wipes in 2024
Essity leads thanks to well-established trust in its brands
Distribution landscape sees a slight shift towards budget-friendly options
PROSPECTS AND OPPORTUNITIES
Mixed outlook for wipes as consumers focus on hygiene and the environment
E-commerce set to play a bigger role in wipes
Innovation likely to focus on health and the environment
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 SWEDEN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Toilet paper remains a basic essential with premiumisation driving value growth
Private label the big winner in 2024 as consumers adopt cost-cutting measures
Distribution shifts towards more affordable channels but supermarkets remain on top
PROSPECTS AND OPPORTUNITIES
Positive outlook for retail tissue
Distribution set to focus more e-commerce
Innovation likely to target both ends of the price spectrum as well as sustainability
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 SWEDEN
KEY DATA FINDINGS
2024 DEVELOPMENTS
A positive performance seen from AFH tissue and hygiene in 2024
Adult incontinence on the rise
Innovation focuses on comfort and protection
PROSPECTS AND OPPORTUNITIES
Challenges remain within AFH tissue and hygiene despite positive outlook
Distribution landscape unlikely to see any significant movements
Digitalisation could become a more prominent feature of the market
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