Away-from-home tissue and hygiene in 2025 recorded current value growth of 2% in 2025 to reach SEK2.5 billion. Although the category maintained its upward trajectory, the pace of growth softened compared to the surge seen during the immediate post-pandemic years, with growth rates dampened by heightened economic uncertainty and rising price sensitivity among purchasers. This reflects a broader Western European context, where consumer expenditure is rising yet cost concerns have made institutiona
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Overview:
Understand the latest market trends and future growth opportunities for the Away-From-Home Tissue and Hygiene industry in Sweden 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 Sweden, 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 Sweden 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 Sweden?
- Which are the leading brands in Away-From-Home Tissue and Hygiene in Sweden?
- How are products distributed in Away-From-Home Tissue and Hygiene in Sweden?
- 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 Sweden - Category analysis
Key Data Insights
Essity Responds to Hygiene Concerns as Price Sensitivity Rises
Essity Responds to Hygiene Concerns as Price Sensitivity Rises
Away-From-Home Tissue Leads Sales with the Focus on Delivering Convenience and Care
Sustainability Moves to the Forefront of Innovation
Employers Provide Free Menstrual Care as Workplace Expectations Shift
Bright Outlook as Businesses Prioritise Convenience and Care
Return-To-Office and Travel Drive Channel Resurgence
Business and Horeca Channels Sustain Growth as Habits Evolve
Traditional B2b Channels Remain Unchallenged by E-Commerce
Tissue and Hygiene in Sweden - Industry Overview
The Market Delivers Innovation-Driven Gains as Sweden's Population Ages and Spending Rises
Key Data Insights
The Market Delivers Innovation-Driven Gains as Sweden's Population Ages and Spending Rises
Sustainability and Premiumisation Inform Innovation and Reshape Purchasing Decisions
The Kind at Sea Hill and Orkla Care Meet Demand for Wellness and Sustainability with Certified Launches
Discounters and E-Commerce Are Reshaping Purchasing Habits as Affordability Pressures Persist
Retail Tissue Sustains Its Lead as Adult Incontinence Accelerates with Demographic Change
Households Set a New Baseline for Sustainability with Consumers Unwilling to Pay a Green Premium
Private Label Narrows the Gap
New Launches Fortify Essity’S Brand Loyalty
Supermarkets Lead Sales While Budget Pressures Push Shoppers Towards Discounters
Grocery Retailers Leverage Omnichannel Strategies and Partnerships for Growth
Retail E-Commerce and Discounters Set to Reshape Competition and 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?
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- Track key industry trends, opportunities and threats
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This report originates from Passport, our Away-From-Home Tissue and Hygiene research and analysis database.
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