Table of Content

Tissue and Hygiene in Sweden
Euromonitor International
March 2024

List Of Contents And Tables

TISSUE AND HYGIENE IN SWEDEN
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 SWEDEN
KEY DATA FINDINGS
2023 DEVELOPMENTS
Higher retail price points alter consumer behaviour in 2023
Procter & Gamble retains the lead while top players focus on efficacy improvements to attract consumers and to enable them to differentiate
Sustainability increasingly characterises manufacturers’ activities and consumer purchases
PROSPECTS AND OPPORTUNITIES
Uncertain outlook weakens consumer sentiment and stimulates a change in buying habits and sales channels
Shift away from retail sales due to the provision of free menstrual care products in workplaces, educational establishments and public buildings
Substitution threat from leakproof apparel such as washable and reusable sanitary protection underwear
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 SWEDEN
KEY DATA FINDINGS
2023 DEVELOPMENTS
Price inflation stimulates a change in consumer spending patterns and shopping habits while falling birth rates dampen category sales
Leading players invest in sustainability with new products benefiting from wide distribution networks
Growing allergy awareness focuses the attention of parents on associated nappies/diapers/pants for their children
PROSPECTS AND OPPORTUNITIES
Ongoing economic constraints stimulate significant downtrading as households endeavour to economise
Slowing unit price growth due to growing popularity of private label and more extensive discounting
Sustained dynamism in disposable pants over the forecast period
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 SWEDEN
KEY DATA FINDINGS
2023 DEVELOPMENTS
Inflation drives up average prices in 2023
Wider awareness and acceptance support category growth
Category sales stimulated by the ageing population and rising obesity rates
PROSPECTS AND OPPORTUNITIES
Retail growth slows over the forecast period
Threat of substitution hampers sales of retail adult incontinence
Essity capitalises on the sustainable trend with alternative incontinence products
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 SWEDEN
KEY DATA FINDINGS
2023 DEVELOPMENTS
Inflation triggers surge in current value sales
Ageing population drives demand for Rx/reimbursement adult incontinence
COVID-19 pandemic has limited effect on demand patterns
PROSPECTS AND OPPORTUNITIES
Economic uncertainty encourages more incontinence sufferers towards Rx
Ageing of the Swedish population continues to drive category development while industry bodies work to reduce the stigma of incontinence
Rising costs of Rx/reimbursement adult incontinence provide impetus to alternatives, such as bladder training
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 SWEDEN
KEY DATA FINDINGS
2023 DEVELOPMENTS
Retail prices rise while demand weakens
Growing incidences of allergies and asthma boost demand for wipes developed for sensitive skin
Moist toilet wipes remains marginal and faces competition from baby wipes
PROSPECTS AND OPPORTUNITIES
Gloomy economic outlook poses threat to wipes
Strong growth potential for intimate wipes over the forecast period
Sustainability concerns achieve greater prominence over the forecast period
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 SWEDEN
KEY DATA FINDINGS
2023 DEVELOPMENTS
Price inflation suppresses retail volume sales
Sustainability remains a key issue in retail tissue
Paper tableware benefits from the return of social gatherings
PROSPECTS AND OPPORTUNITIES
Economic challenges in the form of an ongoing high inflationary context stimulate ongoing cost-saving measures among consumers
Sustainability shapes innovation and the direction of growth
Private label characterised by transformation and segmentation between low cost and premium lines
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 SWEDEN
KEY DATA FINDINGS
2023 DEVELOPMENTS
Higher unit prices seen given the ongoing inflationary context
Rebound for away from home tissue and hygiene as consumer priorities shift from the home to away-from-home
Hygiene focus maintained in the aftermath of the pandemic
PROSPECTS AND OPPORTUNITIES
Uncertain outlook as inflation reduces consumer spending in AFH outlets
Basic need to socialise provides a boost to slowing sales of AFH tissue and hygiene over the forecast period
Use of technology expands over the forecast period through digitalisation
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