Competitive Landscape
Ica Strengthens Its Lead through Value-Focused Private Label Launches
Retail tissue in Sweden is concentrated, with the top two companies, ICA Sverige AB and Metsä Tissue AB, together holding a combined value share of 44% in 2025. Over the 2020-2025 period, the landscape has become slightly less concentrated, as although ICA Sverige AB increased its share from 21% in 2020 to 23% in 2025, Metsä Tissue AB’s share declined from 25% to 22% over the same period.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Tissue 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 Tissue 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 Tissue 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 Tissue in Sweden?
- Which are the leading brands in Retail Tissue in Sweden?
- How are products distributed in Retail Tissue 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 Tissue products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Retail Tissue in Sweden - Category analysis
Key Data Insights
Ica Sverige Ab Leverages Extra-Long Rolls to Attract Value-Conscious Shoppers
Ica Sverige Ab Leverages Extra-Long Rolls to Attract Value-Conscious Shoppers
Coop Sverige Ab Targets Premium Demand with Luxury Soft 5-Ply Paper
Polarised Outlook as the Premium and Economy Segments Both Show Promise
Lidl’S Discounter Model Reshapes Shopping Habits Amid Price Sensitivity
Foodora and Wolt Capitalise on Urban Demand for E-Commerce
Ica Strengthens Its Lead through Value-Focused Private Label Launches
Discounters and Variety Stores Capture Share as Price Sensitivity Intensifies
Willys Strengthens E-Commerce Appeal with Integrated Pick-Up Solutions
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 Tissue
- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
Why 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 Tissue research and analysis database.
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