In 2025, away-from-home tissue and hygiene in Denmark achieved steady value growth, with current value reaching DKK1.1 billion, up 2% from the previous year. This growth was positive but subdued compared to the significant double-digit increases seen in the immediate post-pandemic period, reflecting a return to more stable demand patterns as inflationary pressures and cost sensitivity among buyers rise. Away-from-home hygiene saw volume growth of 1% in 2025, while away-from-home tissue recorded
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Overview:
Understand the latest market trends and future growth opportunities for the Away-From-Home Tissue and Hygiene industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Away-From-Home Tissue and Hygiene industry in Denmark, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Away-From-Home Tissue and Hygiene in Denmark report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Away-From-Home Tissue and Hygiene in Denmark?
- Which are the leading brands in Away-From-Home Tissue and Hygiene in Denmark?
- How are products distributed in Away-From-Home Tissue and Hygiene in Denmark?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Away-From-Home Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Away-From-Home Tissue and Hygiene in Denmark - Category analysis
Key Data Insights
Essity Capitalises on Hygiene Shift as Growth Stabilises
Essity Capitalises on Hygiene Shift as Growth Stabilises
Tena Proskin Stretch Day and Night Delivers Added Convenience and Comfort
Sustainability-Led Design Redefines Everyday Hygiene Solutions
Heightened Hygiene Expectations Set to Shape the Market's Future
Digital Innovation and Smart Technology Transforming the User Experience
Return-To-Office Policies and Travel Patterns Drive Business and Horeca Gains
Absence of E-Commerce Reinforces the Dominance of Traditional Channels
Tissue and Hygiene in Denmark - Industry Overview
Salling Group and Essity Drive Value-Led Innovation as Household Budgets Tighten
Key Data Insights
Salling Group and Essity Drive Value-Led Innovation as Household Budgets Tighten
Modern Danish Households Look for More Than Just Low Prices
Discounters Expand Reach as Value and Convenience Shape Choices
Sustainability Pushes Innovation While Shifting Demand to Reusables
Omnichannel Strategies and Discounter Growth Redefine Retail Landscape
Essity Leverages Innovation as Private Label Gains Ground
Discounters Strengthen Leadership by Expanding Reach and Value
Retail E-Commerce Gains Ground as Omnichannel Convenience Grows
Grocery Retailers Drive Flexibility and Value with Omnichannel Innovation
Country Reports Disclaimer
The following categories and subcategories are included:
Away-From-Home Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
Away-From-Home Tissue and Hygiene
Away-from-home sales covers all sales of tissue and hygiene products in the Incontinence, Wipes, Toilet Paper, Tissues, Paper Tableware and Paper Towels sectors that are intended for use outside of the home. This could be in medical institutions, offices, hotels and restaurants or government controlled environments such as schools and the military.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Away-From-Home Tissue and Hygiene research and analysis database.
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