Competitive Landscape
Essity Ab Leverages Brand Loyalty and Innovation to Extend Its Lead
Menstrual care remains highly concentrated, with Essity AB further entrenching its lead in 2025. The company holds a retail value share of 33% in 2025, up slightly from 2024, while its closest rival, Procter & Gamble Sverige AB, saw its share drop from 29% to 27% over the same period.
Competition Increases From Smaller Players Following the Clean Wellness Trail
There has been little movement among other players, with McNeil Sweden AB, ICA Sverige AB, and Axfood AB holding much smaller shares and showing only marginal changes over the period. No significant mergers or acquisitions were noted in 2025, nor are any anticipated in the immediate future.
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Overview:
Understand the latest market trends and future growth opportunities for the Menstrual Care 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 Menstrual Care 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 Menstrual Care 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 Menstrual Care in Sweden?
- Which are the leading brands in Menstrual Care in Sweden?
- How are products distributed in Menstrual Care 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 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 Sweden - Category analysis
Key Data Insights
Libresse Multistyle Sets a New Standard for Comfort and Value
Libresse Multistyle Sets a New Standard for Comfort and Value
Comfort, Discretion and Clean Wellness Inform Purchasing Decisions
Consumers Shift Towards Compostable, Plant-Based Solutions
Libresse Pure Sensitive Drives Innovation with Hypoallergenic Solutions
Pantyliners to Expand Reach as Tampons and Towels Face Decline
Budget-Friendly Channels and Free Provision Reshape Purchasing Habits
Essity Ab Leverages Brand Loyalty and Innovation to Extend Its Lead
Competition Increases From Smaller Players Following the Clean Wellness Trail
Discounters and Variety Stores Gain Ground as Households Seek Value
Retail E-Commerce Accelerates with Omnichannel Innovation and Convenience
Supermarkets Adapt as Omnichannel and Value Formats Reshape Loyalty
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:
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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