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The Market Delivers Innovation-Driven Gains as Sweden's Population Ages and Spending Rises
In 2025, tissue and hygiene in Sweden demonstrated robust momentum, surpassing the inflation-adjusted growth seen across Western Europe. The market is benefiting from sustained demand drivers, such as an expanding older population, rising consumer spending, and innovation that elevates both efficacy and sustainability standards. Tissue and hygiene saw growth of 2% to SEK8.1 billion in 2025, outpacing inflation of 0.7%, while maintaining high consumer engagement in core essentials and accelerating gains in areas such as retail adult incontinence and eco-certified wipes. Successful strategies in this environment demand a dual focus: brands must rapidly advance product innovation and environmental credentials to satisfy evolving expectations, while adapting distribution and pricing to address heightened cost sensitivity and the growing influence of value-driven and digital-first channels. Competitive positioning now relies on an ability to blend affordability, omnichannel accessibility, and meaningful sustainability, as environmental responsibility is no longer a differentiator but a baseline expectation for Swedish households.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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.
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 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 Tissue and Hygiene 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 Tissue and Hygiene in Sweden?
- Which are the leading brands in Tissue and Hygiene in Sweden?
- How are products distributed in Tissue and Hygiene 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 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 Sweden
The Market Delivers Innovation-Driven Gains as Sweden's Population Ages and Spending Rises
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
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
Chart 2 BAM Bamboo Pads Embrace Clean Wellness Ethos
Chart 3 Value Sales 2020-2030
Chart 4 Value Sales by Category 2025
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
Chart 5 Grumme Launches Sustainable Wipes
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
Private Label Narrows the Gap
Chart 8 Analyst Insight for Tissue and Hygiene
New Launches Fortify Essity’S Brand Loyalty
Chart 9 Libero Touch Delivers Premium Value
Chart 10 Company Shares 2025
Chart 11 Brand Shares 2025
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
Chart 12 Retail Channels 2020-2025
Chart 13 Economic Context for Tissue and Hygiene
Chart 14 Real Gdp Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Tissue and Hygiene
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Sweden
Key Data Insights
Essity Responds to Hygiene Concerns as Price Sensitivity Rises
Chart 20 Key Industry Trends Away-from-Home
Essity Responds to Hygiene Concerns as Price Sensitivity Rises
Away-From-Home Tissue Leads Sales with the Focus on Delivering Convenience and Care
Chart 21 TENA ProSkin Delivers Care and Convenience
Sustainability Moves to the Forefront of Innovation
Chart 22 Tork OptiServe Reduces Waste by 92%
Chart 23 Value Sales 2020-2030
Chart 24 Value Sales by Category 2025
Employers Provide Free Menstrual Care as Workplace Expectations Shift
Bright Outlook as Businesses Prioritise Convenience and Care
Chart 25 Forecast Value Sales 2020-2030
Chart 26 Forecast Value Sales by Category 2025-2030
Return-To-Office and Travel Drive Channel Resurgence
Business and Horeca Channels Sustain Growth as Habits Evolve
Traditional B2b Channels Remain Unchallenged by E-Commerce
Chart 27 Retail Channels 2020-2025
Chart 28 Economic Context for Away-from-Home
Chart 29 Real Gdp Growth 2020-2030
Chart 30 Inflation 2020-2030
Chart 31 Consumer Context for Away-from-Home
Chart 32 Population 2020-2030
Chart 33 Consumer Expenditure 2020-2030
Chart 34 Population by Generation 2025
Retail Adult Incontinence in Sweden
Key Data Insights
Essity Drives Growth by Elevating User Experience through Innovation
Chart 35 Key Industry Trends for Retail Adult Incontinence
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
Chart 36 Tena Meets Evolving Demands
Chart 37 Value Sales 2020-2030
Chart 38 Volume Sales 2020-2030
Chart 39 Value Sales by Category 2025
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
Chart 40 Forecast Value Sales 2020-2030
Chart 41 Forecast Value Sales by Category 2025-2030
Essity Dominates, but Competitors Gain Ground
Private Label Sees Growing Success
Chart 42 Analyst Insight for Retail Adult Incontinence
Chart 43 Tena Discreet Ultra Delivers Premium Features
Chart 44 Company Shares 2025
Chart 45 Brand Shares 2025
Health and Beauty Specialists Build Trust to Lead Sales
E-Commerce Expands by Meeting Demand for Privacy and Convenience
Chart 46 Retail Channels 2020-2025
Chart 47 Economic Context for Retail Adult Incontinence
Chart 48 Real Gdp Growth 2020-2030
Chart 49 Inflation 2020-2030
Chart 50 Consumer Context for Retail Adult Incontinence
Chart 51 Population 2020-2030
Chart 52 Consumer Expenditure 2020-2030
Chart 53 Population by Generation 2025
Nappies/Diapers/Pants in Sweden
Key Data Insights
Essity Drives Premium Engagement with Limited Edition Launches
Chart 54 Key Industry Trends for Nappies/Diapers/Pants
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
Chart 55 Bammies Embraces Clean Wellness
Chart 56 Value Sales 2020-2030
Chart 57 Volume Sales 2020-2030
Chart 58 Value Sales by Category 2025
Falling Birth Rates Push Players Towards Premiumisation
Pampers Harmonie and Libero Touch Drive Innovation through Health and Eco-Labels
Chart 59 Forecast Value Sales 2020-2030
Chart 60 Forecast Value Sales by Category 2025-2030
Essity Cements Its Dominance as Trust and Innovation Fuel Growth
Chart 61 Analyst Insight for Nappies/Diapers/Pants
Chart 62 Naty Rebranded as Naty BioEmbrace
Chart 63 Company Shares 2025
Chart 64 Brand Shares 2025
Lidl Attracts Price-Focused Families Looking to Save Money
Willys Expands Omnichannel Fulfilment as E-Commerce Gains Ground
Chart 65 Retail Channels 2020-2025
Chart 66 Economic Context for Nappies/Diapers/Pants
Chart 67 Real Gdp Growth 2020-2030
Chart 68 Inflation 2020-2030
Chart 69 Consumer Context for Nappies/Diapers/Pants
Chart 70 Population 2020-2030
Chart 71 Consumer Expenditure 2020-2030
Chart 72 Population by Generation 2025
Menstrual Care in Sweden
Key Data Insights
Libresse Multistyle Sets a New Standard for Comfort and Value
Chart 73 Key Industry Trends for Menstrual Care
Libresse Multistyle Sets a New Standard for Comfort and Value
Chart 74 Libresse Multistyle Improves Fit
Comfort, Discretion and Clean Wellness Inform Purchasing Decisions
Consumers Shift Towards Compostable, Plant-Based Solutions
Chart 75 BAM Bamboo Pads Embrace Clean Wellness Ethos
Chart 76 Value Sales 2020-2030
Chart 77 Volume Sales 2020-2030
Chart 78 Value Sales by Category 2025
Libresse Pure Sensitive Drives Innovation with Hypoallergenic Solutions
Pantyliners to Expand Reach as Tampons and Towels Face Decline
Budget-Friendly Channels and Free Provision Reshape Purchasing Habits
Chart 79 Forecast Value Sales 2020-2030
Chart 80 Forecast Value Sales by Category 2025-2030
Essity Ab Leverages Brand Loyalty and Innovation to Extend Its Lead
Competition Increases From Smaller Players Following the Clean Wellness Trail
Chart 81 Analyst Insight for Menstrual Care
Chart 82 Company Shares 2025
Chart 83 Brand Shares 2025
Discounters and Variety Stores Gain Ground as Households Seek Value
Retail E-Commerce Accelerates with Omnichannel Innovation and Convenience
Supermarkets Adapt as Omnichannel and Value Formats Reshape Loyalty
Chart 84 Retail Channels 2020-2025
Chart 85 Economic Context for Menstrual Care
Chart 86 Real Gdp Growth 2020-2030
Chart 87 Inflation 2020-2030
Chart 88 Consumer Context for Menstrual Care
Chart 89 Population 2020-2030
Chart 90 Consumer Expenditure 2020-2030
Chart 91 Population by Generation 2025
Wipes in Sweden
Key Data Insights
Grumme Leverages Eco-Innovation to Drive Value Growth and Appeal
Chart 92 Key Industry Trends for Wipes
Grumme Leverages Eco-Innovation to Drive Value Growth and Appeal
Chart 93 Grumme Delivers on Sustainability
ICA Answers Wellness Demand with Gentle, Plastic-Free Baby Wipes
Chart 94 ICA Embraces the Clean Wellness Movement
Mirelle Delivers On-The-Go Hygiene as Intimate Wipes Sees Dynamic Growth
Chart 95 Value Sales 2020-2030
Chart 96 Value Sales by Category 2025
Discounters and Variety Stores Attract Households Seeking Affordability and Convenience
Plant-Based Innovation and Recyclable Packaging Respond to Sustainability Concerns
Personal Wipes Will Maintain Dominance with Intimate Wipes Driving Growth
Chart 97 Forecast Value Sales 2020-2030
Chart 98 Forecast Value Sales by Category 2025-2030
Essity Leverages Innovation to Secure Price Premium and Leadership
Chart 99 Company Shares 2025
Chart 100 Brand Shares 2025
Discounters and Variety Stores Win Price-Sensitive Shoppers From Supermarkets
Willys Hämta Drives Omnichannel Convenience for Time-Pressed Consumers
Chart 101 Retail Channels 2020-2025
Chart 102 Economic Context for Wipes
Chart 103 Real Gdp Growth 2020-2030
Chart 104 Inflation 2020-2030
Chart 105 Consumer Context for Wipes
Chart 106 Population 2020-2030
Chart 107 Consumer Expenditure 2020-2030
Chart 108 Population by Generation 2025
Retail Tissue in Sweden
Key Data Insights
Ica Sverige Ab Leverages Extra-Long Rolls to Attract Value-Conscious Shoppers
Chart 109 Key Industry Trends for Retail Tissue
Ica Sverige Ab Leverages Extra-Long Rolls to Attract Value-Conscious Shoppers
Coop Sverige Ab Targets Premium Demand with Luxury Soft 5-Ply Paper
Chart 110 Coop Luxury Soft Delivers Premium Features
Chart 111 Value Sales 2020-2030
Chart 112 Volume Sales 2020-2030
Chart 113 Value Sales by Category 2025
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
Chart 114 Forecast Value Sales 2020-2030
Chart 115 Forecast Value Sales by Category 2025-2030
Ica Strengthens Its Lead through Value-Focused Private Label Launches
Chart 116 ICA Bad & Toalett XL Offers More Value
Chart 117 Company Shares 2025
Chart 118 Brand Shares 2025
Discounters and Variety Stores Capture Share as Price Sensitivity Intensifies
Willys Strengthens E-Commerce Appeal with Integrated Pick-Up Solutions
Chart 119 Retail Channels 2020-2025
Chart 120 Economic Context for Retail Tissue
Chart 121 Real Gdp Growth 2020-2030
Chart 122 Inflation 2020-2030
Chart 123 Consumer Context for Retail Tissue
Chart 124 Population 2020-2030
Chart 125 Consumer Expenditure 2020-2030
Chart 126 Population by Generation 2025
Rx/Reimbursement Adult Incontinence in Sweden
Key Data Insights
Product Innovation Developing to Meet Evolving Care Needs
Chart 127 Key Industry Trends for Rx/Reimbursement Adult Incontinence
Product Innovation Developing to Meet Evolving Care Needs
Chart 128 Attends Promotes Product Improvements
Essity’S Focus on Independent Dressing Improves Patient Dignity and Care Efficiency
Chart 129 TENA ProSkin Meets Convenience Needs
Chart 130 Value Sales 2020-2030
Chart 131 Volume Sales 2020-2030
Sales Set to Benefit From an Ageing Population and Rising Obesity Levels
Essity Leverages Sustainability Credentials to Drive Brand Preference
Chart 132 Forecast Value Sales 2020-2030
Chart 133 Economic Context for Rx/Reimbursement Adult Incontinence
Chart 134 Real Gdp Growth 2020-2030
Chart 135 Inflation 2020-2030
Chart 136 Consumer Context for Rx/Reimbursement Adult Incontinence
Chart 137 Population 2020-2030
Chart 138 Consumer Expenditure 2020-2030
Chart 139 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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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
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- 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)
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH 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
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- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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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
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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