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: 89 | Publication date: Aug 2009
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Product coverage
Away-from-home disposable paper products; Retail disposable paper products
Executive summary
Continued value growth continues in 2008
Disposable paper products in Denmark continued to record positive current value growth in 2008. However growth in 2008 was marginally slower than the review period CAGR. The growth of private label and increased price competition are the key reasons behind the slowdown in current value growth. Price promotions and price discounting are increasingly important vehicles for the generation of sales these factors negatively impacted current sales growth. Despite increased economic uncertainty on the global and national levels in the latter half of 2008, the trend towards premiumisation through the launch of products such as Lotus Just 1 and Lambi CoolMint Balsam added value to sales in 2008.
Demographic changes shape sales
Demographic changes are having a strong impact on sales of disposable paper products. The continued ageing of the population is increasing the consumer demand for incontinence products. Sales of light incontinence products are benefiting most from this trend. Increased segmentation, such as the development of male and female specific incontinence products, is also helping to drive sales. In contrast, the decreasing birth rate is having negative implications for sales of nappies/diapers. As the birth rate declines, the potential consumer base for nappies/diapers decreases. This demographic trend is forcing producers to seek growth via the development of products complementary to nappies/diapers such as baby wipes.
Private label leads
Private label continued to lead retail value sales of disposable paper product sales in Denmark in 2008. Its position is particularly strong in categories such as toilet paper and kitchen towels. Danish consumers perceive private label as offering a better price-quality proposition than brands in these categories which has reinforced private label’s dominance in toilet paper and kitchen towels. Brands have struggled to add value to sales via innovations as private label players have been quick to imitate and piggy-back on these new offerings. For example, innovations such as environmentally-friendly and high-quality disposable paper products have been quickly copied by private label.
Mass retail formats to the fore
The supermarket/hypermarket and discounter retail formats dominated retail value sales in 2008. Discounters has been a strong performer throughout the review period, steadily increasing its retail value year-on-year. This growth highlights the general change taking place in the Danish retail environment where domestic discounter chains such as Netto and new entrants such as Lidl and Kiwi are growing strongly. Parapharmacies/drugstores, in particular the chained retailer Matas A/S, is another important distribution format for disposable paper products in Denmark. Internet retailing is an emerging distribution format, especially with regard to sales of incontinence products.
Negative constant value growth forecast
Constant value sales are expected to decrease slowly over the forecast period. It is expected that the global credit crunch will increase consumer price sensitivity and this will shape purchasing behaviour accordingly. With the predicted continued expansion of the discounter format during the forecast period, economy products such as private label are projected to derive most benefit. This is likely to result in the consolidation of both players and brands in the short-to-medium term.
Table of contents
DISPOSABLE PAPER PRODUCTS IN DENMARK : MARKET INSIGHT
EXECUTIVE SUMMARY
Continued value growth continues in 2008
Demographic changes shape sales
Private label leads
Mass retail formats to the fore
Negative constant value growth forecast
KEY TRENDS AND DEVELOPMENTS
Economic downturn dampens consumer confidence
Private label shapes the competitive environment
Demographic changes to impact sales
The importance of eco-labelling
Growth of single-person households
MARKET INDICATORS
Table 1 Birth Rates 2003-2008
Table 2 Infant Population 2003-2008
Table 3 Female Population by Age 2003-2008
Table 4 Total Population by Age 2003-2008
Table 5 Households 2003-2008
Table 6 Forecast Infant Population 2008-2013
Table 7 Forecast Female Population by Age 2008-2013
Table 8 Forecast Total Population by Age 2008-2013
Table 9 Forecast Households 2008-2013
MARKET DATA
Table 10 Retail Sales of Disposable Paper Products by Sector: Value 2003-2008
Table 11 Retail Sales of Disposable Paper Products by Sector: % Value Growth 2003-2008
Table 12 Retail Sales of Disposable Paper Products by Distribution Format: % Analysis 2003-2008
Table 13 Retail Sales of Disposable Paper Products by Sector and Distribution Format: % Analysis 2008
Table 14 Penetration of Private Label by Sector 2003-2008
Table 15 Forecast Retail Sales of Disposable Paper Products by Sector: Value 2008-2013
Table 16 Forecast Retail Sales of Disposable Paper Products by Sector: % Value Growth 2008-2013
APPENDIX
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - DENMARK
ABENA A/S - DISPOSABLE PAPER PRODUCTS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Abena A/S: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Abena A/S: Competitive Position 2008
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
METSä TISSUE A/S - DISPOSABLE PAPER PRODUCTS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Metsä Tissue A/S: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Metsä Tissue A/S: Competitive Position 2008
MULTILINE A/S - DISPOSABLE PAPER PRODUCTS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Multiline A/S: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
WETTI DANMARK A/S - DISPOSABLE PAPER PRODUCTS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Wetti Danmark A/S: Key Facts
Summary 9 Wetti Danmark A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Wetti Danmark A/S: Competitive Position 2008
SANITARY PROTECTION IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 17 Retail Sales of Sanitary Protection by Subsector: Value 2003-2008
Table 18 Retail Sales of Sanitary Protection by Subsector: % Value Growth 2003-2008
Table 19 Retail Sales of Tampons by Application Format: % Value Analysis 2003-2008
Table 20 Sanitary Protection Retail Company Shares 2004-2008
Table 21 Sanitary Protection Retail Brand Shares 2005-2008
Table 22 Forecast Retail Sales of Sanitary Protection by Subsector: Value 2008-2013
Table 23 Forecast Retail Sales of Sanitary Protection by Subsector: % Value Growth 2008-2013
NAPPIES/DIAPERS/PANTS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 24 Retail Sales of Nappies/Diapers/Pants by Subsector: Value 2003-2008
Table 25 Retail Sales of Nappies/Diapers/Pants by Subsector: % Value Growth 2003-2008
Table 26 Retail Sales of Nappies/Diapers/Pants by Subsector: Value 2003-2008
Table 27 Retail Sales of Nappies/Diapers/Pants by Subsector: % Value Growth 2003-2008
Table 28 Nappies/Diapers/Pants Retail Company Shares 2004-2008
Table 29 Nappies/Diapers/Pants Retail Brand Shares 2005-2008
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Subsector: Value 2008-2013
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Subsector: % Value Growth 2008-2013
INCONTINENCE PRODUCTS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 32 Retail Sales of Incontinence Products by Subsector: Value 2003-2008
Table 33 Retail Sales of Incontinence Products by Subsector: % Value Growth 2003-2008
Table 34 Incontinence Products Retail Company Shares 2004-2008
Table 35 Incontinence Products Retail Brand Shares 2005-2008
Table 36 Forecast Retail Sales of Incontinence Products by Subsector: Value 2008-2013
Table 37 Forecast Retail Sales of Incontinence Products by Subsector: % Value Growth 2008-2013
WIPES IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 38 Retail Sales of Wipes by Subsector: Value 2003-2008
Table 39 Retail Sales of Wipes by Subsector: % Value Growth 2003-2008
Table 40 Wipes Retail Company Shares 2004-2008
Table 41 Wipes Retail Brand Shares 2005-2008
Table 42 Forecast Retail Sales of Wipes by Subsector: Value 2008-2013
Table 43 Forecast Retail Sales of Wipes by Subsector: % Value Growth 2008-2013
COTTON WOOL/BUDS/PADS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Retail Sales of Cotton Wool/Buds: Value 2003-2008
Table 45 Retail Sales of Cotton Wool/Buds: % Value Growth 2003-2008
Table 46 Retail Sales of Cotton Wool/Buds by Type: % Value Breakdown 2006-2008
Table 47 Cotton Wool/Buds Retail Company Shares 2004-2008
Table 48 Cotton Wool/Buds Retail Brand Shares 2005-2008
TOILET PAPER IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 49 Retail Sales of Toilet Paper by Subsector: Value 2003-2008
Table 50 Retail Sales of Toilet Paper by Subsector: % Value Growth 2003-2008
Table 51 Retail Sales of Wet Vs Dry Toilet Paper 2003-2008
Table 52 Toilet Paper Retail Company Shares 2004-2008
Table 53 Toilet Paper Retail Brand Shares 2005-2008
Table 54 Forecast Retail Sales of Toilet Paper by Subsector: Value 2008-2013
Table 55 Forecast Retail Sales of Toilet Paper by Subsector: % Value Growth 2008-2013
TISSUES IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Retail Sales of Tissues by Subsector: Value 2003-2008
Table 57 Retail Sales of Tissues by Subsector: % Value Growth 2003-2008
Table 58 Tissues Retail Company Shares 2004-2008
Table 59 Tissues Retail Brand Shares 2005-2008
Table 60 Forecast Retail Sales of Tissues by Subsector: Value 2008-2013
Table 61 Forecast Retail Sales of Tissues by Subsector: % Value Growth 2008-2013
KITCHEN TOWELS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Retail Sales of Kitchen Towels: Value 2003-2008
Table 63 Retail Sales of Kitchen Towels: % Value Growth 2003-2008
Table 64 Kitchen Towels Retail Company Shares 2004-2008
Table 65 Kitchen Towels Retail Brand Shares 2005-2008
Table 66 Forecast Retail Sales of Kitchen Towels: Value 2008-2013
Table 67 Forecast Retail Sales of Kitchen Towels: % Value Growth 2008-2013
PAPER TABLEWARE IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 68 Retail Sales of Paper Tableware by Subsector: Value 2003-2008
Table 69 Retail Sales of Paper Tableware by Subsector: % Value Growth 2003-2008
Table 70 Paper Tableware Retail Company Shares 2004-2008
Table 71 Paper Tableware Retail Brand Shares 2005-2008
Table 72 Forecast Retail Sales of Paper Tableware by Subsector: Value 2008-2013
Table 73 Forecast Retail Sales of Paper Tableware by Subsector: % Value Growth 2008-2013
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 2003-2008
Table 75 Away-From-Home Sales of Disposable Paper Products by Sector: % Value Growth 2003-2008
Table 76 Away-From-Home Sales of Disposable Paper Products by Distribution Format: % Analysis 2003-2008
Table 77 Away-From-Home Sales of Disposable Paper Products by Sector and Distribution Format: % Analysis 2007
Table 78 Forecast Away-From-Home Sales of Disposable Paper Products by Sector: Value 2008-2013
Table 79 Forecast Away-From-Home Sales of Disposable Paper Products by Sector: % Value Growth 2008-2013