Competitive Landscape
Essity Cements Its Dominance as Trust and Innovation Fuel Growth
The competitive environment in nappies/diapers/pants remains highly concentrated, with Essity AB holding a dominant value share of 60% in 2025. Over the review period, Essity AB maintained a stable share, while Procter & Gamble Sverige AB, the next largest competitor, saw its share decline from 31% in 2020 to 24% in 2025.
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Overview:
Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants 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 Nappies/Diapers/Pants 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 Nappies/Diapers/Pants 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 Nappies/Diapers/Pants in Sweden?
- Which are the leading brands in Nappies/Diapers/Pants in Sweden?
- How are products distributed in Nappies/Diapers/Pants 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 Nappies/Diapers/Pants products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Nappies/Diapers/Pants in Sweden - Category analysis
Key Data Insights
Essity Drives Premium Engagement with Limited Edition Launches
Essity Drives Premium Engagement with Limited Edition Launches
The Shift to Disposable Pants Accelerates as Households Seek Flexibility
Bammies and Naty Bioembrace Lead the Clean Wellness and Sustainability Push
Falling Birth Rates Push Players Towards Premiumisation
Pampers Harmonie and Libero Touch Drive Innovation through Health and Eco-Labels
Essity Cements Its Dominance as Trust and Innovation Fuel Growth
Lidl Attracts Price-Focused Families Looking to Save Money
Willys Expands Omnichannel Fulfilment as E-Commerce Gains Ground
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:
Nappies/Diapers/Pants
- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
Nappies/Diapers/Pants
This is the aggregation of nappies, diapers and pants
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 Nappies/Diapers/Pants research and analysis database.
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