Competitive Landscape
Essity Leverages Trust and Innovation to Reinforce Its Dominance
Retail adult incontinence in Denmark remains highly concentrated, with Essity A/S maintaining a commanding lead in 2025 with an 84% value share. Over the period from 2020 to 2025, the market has become marginally less concentrated, with Essity’s share declining from 86% to 84%, while Matas A/S increased its share from 7% to 10% and Abena A/S experienced a slight reduction from 3% to 2%.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence 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 Retail Adult Incontinence 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 Retail Adult Incontinence 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 Retail Adult Incontinence in Denmark?
- Which are the leading brands in Retail Adult Incontinence in Denmark?
- How are products distributed in Retail Adult Incontinence 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 Retail Adult Incontinence products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Retail Adult Incontinence in Denmark - Category analysis
Key Data Insights
Essity Drives Growth by Targeting Performance and Comfort Expectations
Essity Drives Growth by Targeting Performance and Comfort Expectations
Light Solutions Dominate as Fit, Comfort and Efficacy Win over New Users
Tena and Grøn Balance Pleje Respond to Demand for Inclusivity and Clean Wellness
Leakproof Apparel Adoption Challenges Retail Value Growth as Innovation Shifts
Tena’S Focus on Sustainability and Discretion Drives Product Evolution
Light Solutions Benefit From Younger Users and Expanded Mass Retail Reach
Essity Leverages Trust and Innovation to Reinforce Its Dominance
Health and Beauty Specialists Build Trust through Expertise and Service
Discounters Capture Value-Focused Shoppers with Budget Pricing
E-Commerce Addresses Privacy Concerns and Convenience for Incontinence Buyers
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:
Retail Adult Incontinence
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
Retail Adult Incontinence
Includes a variety of protective products for different levels of bladder or bowl adult incontinence. Products with different levels of absorbency are covered, including pads, pants/protective underwear, briefs, undergarments and pant/pad systems.
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 Retail Adult Incontinence research and analysis database.
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