Competitive Landscape
Procter & Gamble and Essity Sustain Dominance through Loyalty and Innovation
Menstrual care in Denmark remains highly concentrated, with Procter & Gamble Danmark APS holding a value share of 38% and Essity A/S at 32% in 2025. Over the 2020 to 2025 period, the market has shown only minor shifts in concentration.
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Overview:
Understand the latest market trends and future growth opportunities for the Menstrual Care 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 Menstrual Care 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 Menstrual Care 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 Menstrual Care in Denmark?
- Which are the leading brands in Menstrual Care in Denmark?
- How are products distributed in Menstrual Care 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 Menstrual Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Menstrual Care in Denmark - Category analysis
Key Data Insights
Libresse Redefines Premium with Functional Innovation in Ultra-Thin Towels
Libresse Redefines Premium with Functional Innovation in Ultra-Thin Towels
Tampax Strengthens Its Appeal by Bundling Comfort, Protection, and Discretion
Mewalii Launches Hemp-Based Towels
Essity Introduces Leakproof Apparel to Answer Shifting Preferences
Pantyliners Extend Daily Relevance as Tampons Lose Ground
Always and Libresse Drive Sustainability Innovation to Retain Trust
Procter & Gamble and Essity Sustain Dominance through Loyalty and Innovation
Discounters Gain Ground as Supermarkets Defend Lead
Rema 1000 Leverages an Omnichannel Strategy to Drive Online Growth
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:
Menstrual Care
- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
Menstrual Care
This is the aggregation of tampons, towels, and pantyliners. Intimate Wipes are not counted in. To see the market size that combines menstrual care and intimate wipes, please select Menstrual Care Including Intimate Wipes.
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 Menstrual Care research and analysis database.
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