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Sanitary Protection in
Denmark

Country Report

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Executive Summary

Mar 2019
PROSPECTS
Public debate resurfaces as to whether sanitary protection products should be free in Denmark

The debate about whether women in Denmark should get free (or subsidised) sanitary protection products peaked back in 2016. At that time, however, no changes to legislation were made.

Natural lifestyle trend makes its mark on sanitary protection

Currently, there are several trends shaping the buying habits of Danish consumers. One of the strongest is the natural lifestyle trend, whereby consumers are looking for products with as few chemicals as possible, more natural ingredients and greater transparency.

Changing perceptions of alternative products

Alternative products such as menstrual cups are growing in popularity in Denmark as a result of the natural lifestyle trend, being seen as better for the environment. Indeed, one Danish distributor has said that one cup is equal to the use of 3,000 tampons, pantyliners or towels, which also means that it is a cheaper alternative.

COMPETITIVE LANDSCAPE
Global players continue to lead sales

Essity and Procter & Gamble Danmark maintained their leading positions in sanitary protection in 2018. Procter & Gamble and its Always brand benefit from strong consumer trust and a well-developed distribution network.

Natural lifestyle trend provides a platform for the future development of organic brands

New local players are benefiting from the rise of more natural lifestyles, building the image of their brands around this trend. GingerOrganic, for instance, markets its products by highlighting the fact that they are 100% organic and carry various certifications, such as Ecocert, Gots, Svanen and AllergyCertified.

Private label continues to gain share

Consumer perception of the quality of private label sanitary protection in Denmark has continued to increase, enabling it to further grow its share of sales. Some private label lines, but particularly Änglamark from Coop, have an organic/natural lifestyle positioning, while also carrying the Asthma Allergy Nordic label.

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Sanitary Protection in Denmark

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection industry in Denmark with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sanitary Protection industry in Denmark, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sanitary Protection in Denmark market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sanitary Protection in Denmark?
  • What are the major brands in Denmark?
  • What are the key new product launches in the sanitary protection market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Sanitary Protection in Denmark - Category analysis

HEADLINES

PROSPECTS

Public debate resurfaces as to whether sanitary protection products should be free in Denmark
Natural lifestyle trend makes its mark on sanitary protection
Changing perceptions of alternative products

COMPETITIVE LANDSCAPE

Global players continue to lead sales
Natural lifestyle trend provides a platform for the future development of organic brands
Private label continues to gain share

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 3 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 4 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 5 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 6 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 7 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Tissue and Hygiene in Denmark - Industry Overview

EXECUTIVE SUMMARY

Tissue and hygiene continues to record steady growth in 2018
Convenience and natural lifestyle trends to impact consumption patterns
Industry characterised by a strong private label presence and emerging niche players
Internet retailing gains share thanks to alternative products and business models
Socioeconomic trends to have a significant impact on future performance

MARKET INDICATORS

Table 8 Birth Rates 2013-2018
Table 9 Infant Population 2013-2018
Table 10 Female Population by Age 2013-2018
Table 11 Total Population by Age 2013-2018
Table 12 Households 2013-2018
Table 13 Forecast Infant Population 2018-2023
Table 14 Forecast Female Population by Age 2018-2023
Table 15 Forecast Total Population by Age 2018-2023
Table 16 Forecast Households 2018-2023

MARKET DATA

Table 17 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 18 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 20 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 21 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 23 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 25 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources