Tissue and hygiene in 2024: The big picture
Tissue and hygiene saw flat growth in current value terms in 2024, although performances varied significantly across the different categories. Three main factors shaped the performance of tissue and hygiene in 2024.
2024 key trends
Retail tissue is the largest category within tissue and hygiene in Sweden with sales continuing to grow in current value terms and retail volume terms in 2024. The category saw a more stable performance in current value terms in 2024 after the dynamic growth seen in the previous two years, with inflation dropping to more moderate levels.
Competitive landscape
Essity remained the overall leader of tissue and hygiene in Sweden in 2024 despite seeing a decline in its value share. The company’s leadership is attributable to its presence across a broad spectrum of tissue and hygiene categories under its Libero, Lotus, Libresse and Tena brands.
Retail developments
Supermarkets remains the leading distribution channel for tissue and hygiene thanks to the widespread, nationwide coverage of these outlets, which offer accessibility and convenience for households. However, supermarkets lost share in 2024 due to the impact of rising living costs which dampened consumer confidence and led to increased price sensitivity.
What next for tissue and hygiene?
Sales of tissue and hygiene are set to increase in value and volume terms over the forecast period. A steady increase in the population and in the number of households, alongside the continued ageing of the population, and rising obesity rates should underpin growth over the forecast period.
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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
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Away-From-Home Tissue and Hygiene in Sweden
KEY DATA FINDINGS
A positive performance seen from AFH tissue and hygiene in 2024
Adult incontinence on the rise
Innovation focuses on comfort and protection
Challenges remain within AFH tissue and hygiene despite positive outlook
Distribution landscape unlikely to see any significant movements
Digitalisation could become a more prominent feature of the market
Retail Adult Incontinence in Sweden
KEY DATA FINDINGS
Light adult incontinence continues to dominate sales
Tena loses share to private label as consumers become more price sensitive
Distribution shifts online as consumers seek convenience and discretion
Outlook
E-commerce still full of potential
Innovation likely to focus on comfort, discretion and sustainability
Nappies/Diapers/Pants in Sweden
KEY DATA FINDINGS
Sales decline as Sweden’s birth rate continues to fall
Essity leads but Lidl the big mover as consumers look for the best value
Distribution shifts towards discounters and e-commerce as consumers look for value and convenience
Players likely to focus on adding value as Sweden’s birth rate falls
E-commerce set to play a more important role in nappies/diapers/pants
Innovation will remain key to standing out in the market
Menstrual Care in Sweden
KEY DATA FINDINGS
Pantyliners remain on top thanks to everyday usage
Essity remains on top while Lidl benefits from its value positioning
Distribution shifts towards more affordable channels as consumers feel the pinch
Pantyliners likely to remain the key growth driver
E-commerce expected to play a more prominent role in menstrual care
Innovation set to focus on efficacy and sustainability
Wipes in Sweden
KEY DATA FINDINGS
Economic pressures impact sales of wipes in 2024
Essity leads thanks to well-established trust in its brands
Distribution landscape sees a slight shift towards budget-friendly options
Mixed outlook for wipes as consumers focus on hygiene and the environment
E-commerce set to play a bigger role in wipes
Innovation likely to focus on health and the environment
Retail Tissue in Sweden
KEY DATA FINDINGS
Toilet paper remains a basic essential with premiumisation driving value growth
Private label the big winner in 2024 as consumers adopt cost-cutting measures
Distribution shifts towards more affordable channels but supermarkets remain on top
Positive outlook for retail tissue
Distribution set to focus more e-commerce
Innovation likely to target both ends of the price spectrum as well as sustainability
Rx/Reimbursement Adult Incontinence in Sweden
KEY DATA FINDINGS
Sweden’s ageing population remains the key growth driver
Tena continues to lead thanks to its well-established position in the market
Increased focus on health and self-care benefits sales
Sales should continue to benefit from Sweden’s ageing population
Innovation expected to focus on comfort, efficacy and discreetness
Awareness campaigns will remain important to growth
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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- Light Adult Incontinence
- 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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- 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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- Retail Light Adult Incontinence
- Retail Moderate/Heavy Adult Incontinence
- 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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- 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)
-
-
- 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
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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.
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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