Select Country Report
Salling Group and Essity Drive Value-Led Innovation as Household Budgets Tighten
Tissue and hygiene in Denmark demonstrated stronger value growth in 2025 than most Western European peers, expanding by 3% in current value terms to DKK2.9 billion. This was supported by moderate economic growth, an expanding and ageing population, and a pronounced shift towards pragmatic, efficacy-driven purchasing. The landscape remains highly attractive, as resilient demand for retail tissue and the rapid expansion of retail adult incontinence—up 17% in value and 16% in volume—offsets the ongoing decline in nappies/diapers and reflects a demographic-driven reorientation of consumption patterns. With discounters commanding a 32% share of offline sales and e-commerce surging to a 10% value share, success increasingly depends on balancing accessible pricing, targeted innovation, and sustainable features. Brands that invest in differentiated, high-impact product launches and leverage omnichannel and private label strategies are best placed to capture share as Danish households grow more selective and environmentally conscious.
USD 2,750
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene 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 Tissue and Hygiene 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 Tissue and Hygiene in Denmark?
- Which are the leading brands in Tissue and Hygiene in Denmark?
- How are products distributed in Tissue and Hygiene 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 Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Denmark
Salling Group and Essity Drive Value-Led Innovation as Household Budgets Tighten
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Salling Group and Essity Drive Value-Led Innovation as Household Budgets Tighten
Modern Danish Households Look for More Than Just Low Prices
Chart 2 Libero Promotes Clean Wellness
Chart 3 Value Sales 2020-2030
Chart 4 Value Sales by Category 2025
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
Chart 5 Forecast Value Sales 2020-2030
Chart 6 Forecast Value Sales by Category 2025-2030
Essity Leverages Innovation as Private Label Gains Ground
Chart 7 Analyst Insight for Tissue and Hygiene
Chart 8 Libresse Multistyle Offers Versatility
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
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
Chart 11 Retail Channels 2020-2025
Chart 12 Economic Context for Tissue and Hygiene
Chart 13 Real Gdp Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Tissue and Hygiene
Chart 16 Population 2020-2030
Chart 17 Consumer Expenditure 2020-2030
Chart 18 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Denmark
Key Data Insights
Essity Capitalises on Hygiene Shift as Growth Stabilises
Chart 19 Key Industry Trends Away-from-Home
Essity Capitalises on Hygiene Shift as Growth Stabilises
Tena Proskin Stretch Day and Night Delivers Added Convenience and Comfort
Chart 20 TENA Delivers Enhanced Convenience
Sustainability-Led Design Redefines Everyday Hygiene Solutions
Chart 21 Tork OptiServe Drives Waste Reduction
Chart 22 Value Sales 2020-2030
Chart 23 Value Sales by Category 2025
Heightened Hygiene Expectations Set to Shape the Market's Future
Digital Innovation and Smart Technology Transforming the User Experience
Chart 24 Forecast Value Sales 2020-2030
Chart 25 Forecast Value Sales by Category 2025-2030
Return-To-Office Policies and Travel Patterns Drive Business and Horeca Gains
Absence of E-Commerce Reinforces the Dominance of Traditional Channels
Chart 26 Retail Channels 2020-2025
Chart 27 Economic Context for Away-from-Home
Chart 28 Real Gdp Growth 2020-2030
Chart 29 Inflation 2020-2030
Chart 30 Consumer Context for Away-from-Home
Chart 31 Population 2020-2030
Chart 32 Consumer Expenditure 2020-2030
Chart 33 Population by Generation 2025
Retail Adult Incontinence in Denmark
Key Data Insights
Essity Drives Growth by Targeting Performance and Comfort Expectations
Chart 34 Key Industry Trends for Retail Adult Incontinence
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
Chart 35 Essity Launches Tena Discreet Ultra
Chart 36 Value Sales 2020-2030
Chart 37 Volume Sales 2020-2030
Chart 38 Value Sales by Category 2025
Leakproof Apparel Adoption Challenges Retail Value Growth as Innovation Shifts
Tena’S Focus on Sustainability and Discretion Drives Product Evolution
Chart 39 Tena Silhouette Plus Offers New Option for Users
Light Solutions Benefit From Younger Users and Expanded Mass Retail Reach
Chart 40 Forecast Value Sales 2020-2030
Chart 41 Forecast Value Sales by Category 2025-2030
Essity Leverages Trust and Innovation to Reinforce Its Dominance
Chart 42 Company Shares 2025
Chart 43 Brand Shares 2025
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
Chart 44 Retail Channels 2020-2025
Chart 45 Economic Context for Retail Adult Incontinence
Chart 46 Real Gdp Growth 2020-2030
Chart 47 Inflation 2020-2030
Chart 48 Consumer Context for Retail Adult Incontinence
Chart 49 Population 2020-2030
Chart 50 Consumer Expenditure 2020-2030
Chart 51 Population by Generation 2025
Nappies/Diapers/Pants in Denmark
Key Data Insights
Disposable Pants Gain Ground as Parents Seek Convenience
Chart 52 Key Industry Trends for Nappies/Diapers/Pants
Disposable Pants Gain Ground as Parents Seek Convenience
Abena and Essity Drive Wellness and Premiumisation through Innovation
Chart 53 Bambo Dreamy Delivers Clean Wellness
Chart 54 Value Sales 2020-2030
Chart 55 Volume Sales 2020-2030
Chart 56 Value Sales by Category 2025
Disposable Pants Will Take on a More Central Role as Consumers Demand Convenience
Libero Touch Hybrid Redefines Everyday Sustainability
Chart 57 Forecast Value Sales 2020-2030
Chart 58 Forecast Value Sales by Category 2025-2030
Essity Strengthens Loyalty with Innovation and Targeted Engagement
Chart 59 Libero Expands Through Premiumisation
Chart 60 Company Shares 2025
Chart 61 Brand Shares 2025
Lidl’S Lupilu and Discounters Boost Value with Private Label Innovation
Rema 1000’S Click-And-Collect Reshapes Shopping with Hybrid Convenience
Private Label to Gain Traction as Discounters and E-Commerce Gain Share
Chart 62 Retail Channels 2020-2025
Chart 63 Economic Context for Nappies/Diapers/Pants
Chart 64 Real Gdp Growth 2020-2030
Chart 65 Inflation 2020-2030
Chart 66 Consumer Context for Nappies/Diapers/Pants
Chart 67 Population 2020-2030
Chart 68 Consumer Expenditure 2020-2030
Chart 69 Population by Generation 2025
Menstrual Care in Denmark
Key Data Insights
Libresse Redefines Premium with Functional Innovation in Ultra-Thin Towels
Chart 70 Key Industry Trends for Menstrual Care
Libresse Redefines Premium with Functional Innovation in Ultra-Thin Towels
Chart 71 Libresse Multistyle Delivers Premium Features
Tampax Strengthens Its Appeal by Bundling Comfort, Protection, and Discretion
Mewalii Launches Hemp-Based Towels
Chart 72 Mewalii Embraces Clean Wellness Ethos
Chart 73 Value Sales 2020-2030
Chart 74 Volume Sales 2020-2030
Chart 75 Value Sales by Category 2025
Essity Introduces Leakproof Apparel to Answer Shifting Preferences
Pantyliners Extend Daily Relevance as Tampons Lose Ground
Always and Libresse Drive Sustainability Innovation to Retain Trust
Chart 76 Forecast Value Sales 2020-2030
Chart 77 Forecast Value Sales by Category 2025-2030
Procter & Gamble and Essity Sustain Dominance through Loyalty and Innovation
Chart 78 Company Shares 2025
Chart 79 Brand Shares 2025
Discounters Gain Ground as Supermarkets Defend Lead
Rema 1000 Leverages an Omnichannel Strategy to Drive Online Growth
Chart 80 Retail Channels 2020-2025
Chart 81 Economic Context for Menstrual Care
Chart 82 Real Gdp Growth 2020-2030
Chart 83 Inflation 2020-2030
Chart 84 Consumer Context for Menstrual Care
Chart 85 Population 2020-2030
Chart 86 Consumer Expenditure 2020-2030
Chart 87 Population by Generation 2025
Wipes in Denmark
Key Data Insights
Wipes Sees Steady Growth Fuelled by Innovation
Chart 88 Key Industry Trends for Wipes
Wipes Sees Steady Growth Fuelled by Innovation
Chart 89 Libero Offers Clean Wellness to Enhance its Offer
Nivea and Grøn Balance Respond to Demand for Convenience and Multifunctionality
Chart 90 Nivea Meets Demand for Convenience
Premiumisation and Clean Wellness Represent Key Trends
Chart 91 Value Sales 2020-2030
Chart 92 Value Sales by Category 2025
Salling Fri Offers Bamboo Baby Wipes to Balance Eco-Demands with Convenience
Personal Wipes Maintain Lead as Intimate Formats Accelerate Growth
Discounters and Innovation in Plant-Based Wipes Set to Shape Future Growth
Chart 93 Forecast Value Sales 2020-2030
Chart 94 Forecast Value Sales by Category 2025-2030
Essity Leverages Innovation and Scale to Hold Leadership Amid Rising Competition
Chart 95 Company Shares 2025
Chart 96 Brand Shares 2025
Discounters Capture Shoppers with Affordability and Widespread Access
Retail E-Commerce Gains Traction as Omnichannel Strategies Evolve
Grocery Retailers and Health Specialists Reinforce Value and Accessibility
Chart 97 Retail Channels 2020-2025
Chart 98 Economic Context for Wipes
Chart 99 Real Gdp Growth 2020-2030
Chart 100 Inflation 2020-2030
Chart 101 Consumer Context for Wipes
Chart 102 Population 2020-2030
Chart 103 Consumer Expenditure 2020-2030
Chart 104 Population by Generation 2025
Retail Tissue in Denmark
Key Data Insights
Households Shift Spending to Value and Sustainability as Prices Rise
Chart 105 Key Industry Trends for Retail Tissue
Households Shift Spending to Value and Sustainability as Prices Rise
Chart 106 Salling Xxl Køkkenrulle (Xxl Kitchen Roll) Offers More
Toilet Paper Maintains Lead as Value-For-Money Innovations Drive Demand
Grøn Balance Boosts Eco-Credentials to Win Environmentally Conscious Shoppers
Chart 107 Grøn Balance Miljø Toiletpapir (Toilet Paper) Promotes Its Sustainability Credentials
Chart 108 Value Sales 2020-2030
Chart 109 Volume Sales 2020-2030
Chart 110 Value Sales by Category 2025
Discounters and Limited Editions Reshape Shopper Behaviour and Loyalty
Paper Towels Outpace Facial Tissues as Home Routines Evolve
Sustainability and Skinification Accelerate Product Innovation and Consumer Demand
Chart 111 Forecast Value Sales 2020-2030
Chart 112 Forecast Value Sales by Category 2025-2030
Salling Group Leverages Private Label Expansion to Widen Its Lead
Chart 113 Company Shares 2025
Chart 114 Brand Shares 2025
Discounters Extend Reach as Affordability Drives Household Loyalty
Omnichannel Integration and Convenience Fuel E-Commerce Gains
Chart 115 Retail Channels 2020-2025
Chart 116 Economic Context for Retail Tissue
Chart 117 Real Gdp Growth 2020-2030
Chart 118 Inflation 2020-2030
Chart 119 Consumer Context for Retail Tissue
Chart 120 Population 2020-2030
Chart 121 Consumer Expenditure 2020-2030
Chart 122 Population by Generation 2025
Rx/Reimbursement Adult Incontinence in Denmark
Key Data Insights
Ageing Population Fuels Growth
Chart 123 Key Industry Trends for Rx/Reimbursement Adult Incontinence
Ageing Population Fuels Growth
Chart 124 Attends Offers Efficacy and Discretion
Attends and Essity Redefine User Experience with Innovation-Led Launches
Chart 125 Tena Meets Need for Convenience
Chart 126 Value Sales 2020-2030
Chart 127 Volume Sales 2020-2030
Demographic Trends and Cost Pressures Set to Define the Market's Future
Tena Showcases Carbon Reduction to Meet Evolving Consumer Priorities
Chart 128 Forecast Value Sales 2020-2030
Chart 129 Economic Context for Rx/Reimbursement Adult Incontinence
Chart 130 Real Gdp Growth 2020-2030
Chart 131 Inflation 2020-2030
Chart 132 Consumer Context for Rx/Reimbursement Adult Incontinence
Chart 133 Population 2020-2030
Chart 134 Consumer Expenditure 2020-2030
Chart 135 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Tissue and Hygiene
-
-
- AFH Adult Incontinence
-
- AFH Boxed Facial Tissues
-
- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
-
-
-
-
-
- Liners
- Light Pads
- Other Light Adult Incontinence
-
- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
-
-
- Disposable Pants
-
- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
-
- Disposable Period Pants
- Pantyliners
- Tampons
-
-
- Standard Towels With Wings
- Standard Towels Without Wings
-
- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
-
- Menstrual Care Including Intimate Wipes
-
-
-
- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
-
-
- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
-
-
- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
-
- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
-
-
-
- Paper Towels
-
- Napkins
- Tablecloths
-
- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
-
- Rx/Reimbursement adult incontinence
-
-
-
- AFH Adult Incontinence
-
-
- Liners
- Light Pads
- Other Light Adult Incontinence
-
- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
-
- Rx/Reimbursement adult incontinence
-
- Disposable Pants
-
- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
-
- Disposable Period Pants
- Pantyliners
- Tampons
-
-
- Standard Towels With Wings
- Standard Towels Without Wings
-
- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
-
- Menstrual Care Including Intimate Wipes
-
-
-
- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
-
-
- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
-
-
- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
-
- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
-
-
-
-
-
- AFH Napkins
- Retail Napkins
-
- AFH Tablecloths
- Retail Tablecloths
-
-
-
- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
-
-
- AFH Paper Towels
- Retail Paper Towels
-
- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
-
-
Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
See all of our definitions
Share:
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 Tissue and Hygiene research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!