Disposable Paper Products in Denmark
Euromonitor International's Disposable Paper Products in Denmark market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 91 | Publication date: Jul 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Away-from-home disposable paper products; Retail disposable paper products
Executive summary
Slow growth despite strong economy
The Danish economy is stronger than ever and consumer spending broke all records with positive effects on the DPP market in 2006. Although it grew at a faster rate than in 2004 and 2005 value growth was still below the rate of inflation and the market therefore continued to decline in real value terms. When it comes to disposable paper products the Danes remain very price sensitive and generally allocate a smaller proportion of their budgets on this type of product.
Intensifying retail competition drives down grocery prices
Developments in the retail sector proved increasingly unfavourable to the DPP market as competition between retailers drove prices down. Danish consumer culture is well suited to hard discount chains that gained larger market share over the review period and thereby increased pressure on market prices. Meanwhile, manufacturers were increasingly left to compete for shelf space in the largest retailers in order to have their products distributed. For example, in 2006 branded labels were increasingly sold at reduced prices through hard discounters.
Private label trends reversed
In 2006 there was a notable decrease in price sensitivity of Danes as consumers shifted towards premium products. The otherwise growing private label shares stagnated in most sectors while in some sectors such as toilet paper and kitchen towels private label declined for the first time in the review period; these two sectors have the highest penetration by private label. The new consumer tendency has also been met by an increasing number of private label products in the premium segment; a trend that prevented a larger shift towards branded label products and thereby hindered market value growth. In 2006 manufacturers replied with intensified product launches and marketing campaigns in a bid to maintain an edge on private label.
Household care wipes remains unstable
The future of household care wipes is uncertain in the Danish DPP market as these products struggled throughout the review period to establish a significant customer base in the country. Almost all sales are accounted for by dry electro-static wipes that recorded significant growth in 2006 due to a major advertising campaign by Procter & Gamble. However, sales had slumped considerably in dry electro-static wipes since Procter & Gamble last campaigned in 2001. Most observers believe household care wipes has no great future in Denmark as consumers revert easily to traditional cleaning methods once advertising ceases. Thus, sales either declined or stagnated in the remaining household care wipes subsectors as marketing campaigns were absent. The only exception to this was window/glass wipes which had some growth, but only from a very small base. Furthermore, the sector lacks major companies with the will to commit to continuous campaigning as most do not find it worthwhile. Household wipes is believed to be too small for significant efforts even if its full potential was reached. Most household wipes companies therefore prefer to maintain a low-key presence, where products are only sold on request and do not incur added marketing expenses.
Strong competition with increasing costs to undermine future value gains
Costs continued to increase in disposable paper products during the review period, with increased energy costs and a global shortage in paper pulp. However, fierce competition and the strong presence of private label and discounters left players unwilling or unable to increase prices to any significant extent. While current value prices grew in 2006, constant value prices declined, with players forced to cut costs or restructure in order to compete. This ongoing trend will have a detrimental impact on overall sales which are expected to see a gradual decline in constant value terms over the forecast period as a whole. This will be delayed in the first few years of the forecast period as the continuing strength of the Danish economy is likely to have a dampening affect on market value decline.
Table of contents
DISPOSABLE PAPER PRODUCTS IN DENMARK : MARKET INSIGHT
EXECUTIVE SUMMARY
Slow growth despite strong economy
Intensifying retail competition drives down grocery prices
Private label trends reversed
Household care wipes remains unstable
Strong competition with increasing costs to undermine future value gains
KEY TRENDS AND DEVELOPMENTS
Price level continues to be most important to consumers
Strong Danish economy
Intensifying retail competition drives down grocery prices
Rising business costs
Population is increasing
Eco labels are not hugely significant
MARKET INDICATORS
Table 1 Birth Rates 2001-2006
Table 2 Infant Population 2001-206
Table 3 Female Population by Age 2001-2006
Table 4 Total Population by Age 2001-2006
Table 5 Households 2001-2006
Table 6 Forecast Infant Population 2006-2011
Table 7 Forecast Female Population by Age 2006-2011
Table 8 Forecast Total Population by Age 2006-2011
Table 9 Forecast Households 2006-2011
MARKET DATA
Table 10 Retail Sales of Disposable Paper Products by Sector: Value 2001-2006
Table 11 Retail Sales of Disposable Paper Products by Sector: % Value Growth 2001-2006
Table 12 Retail Sales of Disposable Paper Products by Distribution Format: % Analysis 2001/2006
Table 13 Retail Sales of Disposable Paper Products by Sector and Distribution Format: % Analysis 2006
Table 14 Penetration of Private Label by Sector 2002-2006
Table 15 Forecast Retail Sales of Disposable Paper Products by Sector: Value 2006-2011
Table 16 Forecast Retail Sales of Disposable Paper Products by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - DENMARK
ABENA A/S - DISPOSABLE PAPER PRODUCTS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Abena A/S: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 2 Abena Group: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 3 Abena Group: Competitive Position 2006
DK INTERNATIONAL A/S - DISPOSABLE PAPER PRODUCTS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 4 DK International A/S: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
FREUDENBERG HOUSEHOLD PRODUCTS A/S - DISPOSABLE PAPER PRODUCTS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Freudenberg Household Products AB: Key Facts
Summary 6 Freudenberg Group: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Freudenberg Household Products AB: Competitive Position 2006
METSä TISSUE A/S - DISPOSABLE PAPER PRODUCTS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Metsä Tissue A/S: Key Facts
Summary 9 Metsäliitto Group: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Metsä Tissue A/S: Competitive Position 2006
WETTI DANMARK A/S - DISPOSABLE PAPER PRODUCTS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Wetti Danmark A/S: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Wetti Danmark A/S Competitive Position 2006
SANITARY PROTECTION IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 17 Retail Sales of Sanitary Protection by Subsector: Value 2001-2006
Table 18 Retail Sales of Sanitary Protection by Subsector: % Value Growth 2001-2006
Table 19 Retail Sales of Tampons by Application Format: % Value Analysis 2002-2006
Table 20 Sanitary Protection Retail Company Shares 2002-2006
Table 21 Sanitary Protection Retail Brand Shares 2003-2006
Table 22 Forecast Retail Sales of Sanitary Protection by Subsector: Value 2006-2011
Table 23 Forecast Retail Sales of Sanitary Protection by Subsector: % Value Growth 2006-2011
NAPPIES/DIAPERS/PANTS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 24 Retail Sales of Nappies/Diapers/Pants by Subsector: Value 2001-2006
Table 25 Retail Sales of Nappies/Diapers/Pants by Subsector: % Value Growth 2001-2006
Table 26 Nappies/Diapers/Pants Retail Company Shares 2002-2006
Table 27 Nappies/Diapers/Pants Retail Brand Shares 2003-2006
Table 28 Forecast Retail Sales of Nappies/Diapers/Pants by Subsector: Value 2006-2011
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Subsector: % Value Growth 2006-2011
INCONTINENCE PRODUCTS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 30 Retail Sales of Incontinence Products: Value 2001-2006
Table 31 Retail Sales of Incontinence Products: % Value Growth 2001-2006
Table 32 Retail Sales of Light Vs Moderate/Heavy Retail Incontinence Products 2003-2006
Table 33 Incontinence Products Retail Company Shares 2002-2006
Table 34 Incontinence Products Retail Brand Shares 2003-2006
Table 35 Forecast Retail Sales of Incontinence Products: Value 2006-2011
Table 36 Forecast Retail Sales of Incontinence Products: % Value Growth 2006-2011
WIPES IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 37 Retail Sales of Wipes by Subsector: Value 2001-2006
Table 38 Retail Sales of Wipes by Subsector: % Value Growth 2001-2006
Table 39 Wipes Retail Company Shares 2002-2006
Table 40 Wipes Retail Brand Shares 2003-2006
Table 41 Forecast Retail Sales of Wipes by Subsector: Value 2006-2011
Table 42 Forecast Retail Sales of Wipes by Subsector: % Value Growth 2006-2011
COTTON WOOL/BUDS/PADS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 43 Retail Sales of Cotton Wool/Buds: Value 2001-2006
Table 44 Retail Sales of Cotton Wool/Buds: % Value Growth 2001-2006
Table 45 Cotton Wool/Buds Retail Company Shares 2002-2006
Table 46 Cotton Wool/Buds Retail Brand Shares 2003-2006
Table 47 Forecast Retail Sales of Cotton Wool/Buds: Value 2006-2011
Table 48 Forecast Retail Sales of Cotton Wool/Buds: % Value Growth 2006-2011
TOILET PAPER IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 49 Retail Sales of Toilet Paper: Value 2001-2006
Table 50 Retail Sales of Toilet Paper: % Value Growth 2001-2006
Table 51 Retail Sales of Wet Vs Dry Toilet Paper 2003-2006
Table 52 Toilet Paper Retail Company Shares 2002-2006
Table 53 Toilet Paper Retail Brand Shares 2003-2006
Table 54 Forecast Retail Sales of Toilet Paper: Value 2006-2011
Table 55 Forecast Retail Sales of Toilet Paper: % Value Growth 2006-2011
TISSUES IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Retail Sales of Tissues by Subsector: Value 2001-2006
Table 57 Retail Sales of Tissues by Subsector: % Value Growth 2001-2006
Table 58 Tissues Retail Company Shares 2002-2006
Table 59 Tissues Retail Brand Shares 2003-2006
Table 60 Forecast Retail Sales of Tissues by Subsector: Value 2006-2011
Table 61 Forecast Retail Sales of Tissues by Subsector: % Value Growth 2006-2011
KITCHEN TOWELS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Retail Sales of Kitchen Towels: Value 2001-2006
Table 63 Retail Sales of Kitchen Towels: % Value Growth 2001-2006
Table 64 Kitchen Towels Retail Company Shares 2002-2006
Table 65 Kitchen Towels Retail Brand Shares 2003-2006
Table 66 Forecast Retail Sales of Kitchen Towels: Value 2006-2011
Table 67 Forecast Retail Sales of Kitchen Towels: % Value Growth 2006-2011
PAPER TABLEWARE IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 68 Retail Sales of Paper Tableware by Subsector: Value 2001-2006
Table 69 Retail Sales of Paper Tableware by Subsector: % Value Growth 2001-2006
Table 70 Paper Tableware Retail Company Shares 2002-2006
Table 71 Paper Tableware Retail Brand Shares 2003-2006
Table 72 Forecast Retail Sales of Paper Tableware by Subsector: Value 2006-2011
Table 73 Forecast Retail Sales of Paper Tableware by Subsector: % Value Growth 2006-2011
AWAY-FROM-HOME DISPOSABLE PAPER PRODUCTS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 74 Away-From-Home Sales of Disposable Paper Products by Sector: Value 2001-2006
Table 75 Away-From-Home Sales of Disposable Paper Products by Sector: % Value Growth 2001-2006
Table 76 Away-From-Home Sales of Disposable Paper Products by Distribution Format: % Analysis 2001/2006
Table 77 Away-From-Home Sales of Disposable Paper Products by Sector and Distribution Format: % Analysis 2006
Table 78 Forecast Away-From-Home Sales of Disposable Paper Products by Sector: Value 2006-2011
Table 79 Forecast Away-From-Home Sales of Disposable Paper Products by Sector: % Value Growth 2006-2011