Disposable Paper Products in Sweden
Euromonitor International's Disposable Paper Products in Sweden 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: 95 | 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
Another year of growth
In 2006 the Swedish market for disposable paper products increased by 1% in current value terms; a marginal improvement on 2005. The low growth reflects the fact that disposable paper products is a mature market in Sweden. There are generally very small shifts in volume or value in the sector as a whole. One major reason behind the growth was the strong Swedish economy and improved household income.
Strongest growth in incontinence products
One of the smallest sectors – incontinence products – was yet again the best performing sector and increased by 23% in current value terms. Growth was from a low base since the majority of sales are free on prescription and are not covered by Euromonitor International’s analysis. Products available in retail channels are usually for mild problems. Retail sales benefit from a wider product range, including products for men, and a wider distribution such as supermarkets/hypermarkets and other grocery outlets. The taboos regarding these products are slowly vanishing.
Rapid growth for private label products
Disposable paper products is one the most concentrated markets in Sweden. SCA Hygiene Products is the clear leader and is present in almost all sectors. SCA is a multinational player and spends a lot of resources on product innovation and marketing. Behind SCA in 2006 were Metsä Tissue and Procter & Gamble; both are important players. The latter is only present in sanitary protection, nappies/diapers/pants and wipes, while Metsä Tissue leads in toilet paper and kitchen towels. However, all the leading companies are increasingly challenged by private label products. The combined share of private label products was second to SCA Hygiene Products in 2006. Since 2001 private label doubled its value share of the Swedish disposable paper products market. However, growth of private label stagnated in 2005 and 2006 and it is possible that private label has reached its full potential.
New product, but not all is success
In a mature market product innovation is an important way of increasing value sales. Practically all sectors depend on product launches. But not all products are well received by consumers. One example is the wipes sector. This sector saw rapid development in the number of new products and the industry had great hopes of its continued strong growth. Many categories in wipes saw a strong initial growth and a then sudden halt in the growth. It seems that the initial curiosity among consumers quickly changed and they have found that these products do not meet their needs or give value for money.
Growth continues
Euromonitor International forecasts continued growth in disposable paper products over the forecast period. Constant value sales are expected to increase by over 5%. The strongest growth is forecast for the first years of the forecast period since the Swedish economy is expected to continue to perform well at least until 2008. The economy is expected to slow down after 2008 and this will also influence the development of disposable paper products.
Incontinence products will be the most dynamic with constant value sales rising by 60% during the forecast period, on the back of increased awareness and demographic change. It should be noted that this high growth is from a small sales base. Amongst the larger sectors wipes and tissues will see the strongest growth as higher disposable incomes will result in more consumers buying these products, which also have lower penetration levels than other disposable paper products.
The improving Swedish economy will also benefit away-from-home products, which will have higher growth than retail sales.
Table of contents
DISPOSABLE PAPER PRODUCTS IN SWEDEN : MARKET INSIGHT
EXECUTIVE SUMMARY
Another year of growth
Strongest growth in incontinence products
Rapid growth for private label products
New product, but not all is success
Growth continues
KEY TRENDS AND DEVELOPMENTS
Continued strong economy
Increase at both ends of the demographic scale
Environmental concern
Concentrated retail channel
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 - SWEDEN
CELEST PAPER AB - DISPOSABLE PAPER PRODUCTS - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Celest Paper AB: Key Facts
Summary 2 Celest Paper AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 3 Celest Paper AB: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 4 Celest Paper AB: Competitive Position 2006
DUNI AB - DISPOSABLE PAPER PRODUCTS - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Duni AB: Key Facts
Summary 6 Duni AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Duni AB: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 8 Duni AB: Competitive Position 2006
ELLEN AB - DISPOSABLE PAPER PRODUCTS - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Ellen AB: Key Facts
Summary 10 Ellen AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 Ellen AB: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 12 Ellen AB: Competitive Position 2006
KRONOSEPT AB - DISPOSABLE PAPER PRODUCTS - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Kronosept AB: Key Facts
Summary 14 Kronosept AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 15 Kronosept AB: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 16 Kronosept AB: Competitive Position 2006
SANITARY PROTECTION IN SWEDEN
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 SWEDEN
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 SWEDEN
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 SWEDEN
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 SWEDEN
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 SWEDEN
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 SWEDEN
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 SWEDEN
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 SWEDEN
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 SWEDEN
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