Competitive Landscape
Essity Dominates, but Competitors Gain Ground
Retail adult incontinence in Sweden remains highly concentrated in 2025, with Essity AB holding an 81% value share. However, over the period from 2020 to 2025, Essity AB’s share has declined from 95% to 81%, reflecting a notable decrease in concentration as other players have expanded their presence in the market.
Private Label Sees Growing Success
No notable mergers or acquisitions occurred in 2025 or are anticipated for 2026 based on available data. The most significant changes in the competitive landscape stem from product innovation and incremental share gains by competitors rather than structural consolidation.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence 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 Retail Adult Incontinence 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 Retail Adult Incontinence 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 Retail Adult Incontinence in Sweden?
- Which are the leading brands in Retail Adult Incontinence in Sweden?
- How are products distributed in Retail Adult Incontinence 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 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 Sweden - Category analysis
Key Data Insights
Essity Drives Growth by Elevating User Experience through Innovation
Essity Drives Growth by Elevating User Experience through Innovation
Tena Discreet Ultra Captures Premium Demand in Light Adult Incontinence
Abena and Essity Raise Standards with User-Centric Premium Launches
Tena Sets Sustainability Targets as Brands Align Innovation with Evolving Consumer Values
E-Commerce Attracts New Buyers as Convenience and Privacy Drive Channel Shifts
Light Adult Incontinence Expands with New Users and Premium Features
Essity Dominates, but Competitors Gain Ground
Private Label Sees Growing Success
Health and Beauty Specialists Build Trust to Lead Sales
E-Commerce Expands by Meeting Demand for Privacy and Convenience
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:
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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