Executive Summary

Mar 2019
PROSPECTS
Concerns rise regarding ingredient materials

There are rising concerns regarding the component materials of sanitary protection. These worries are pronounced in relation to tampons.

Sustainability concerns increase

The impact of this concern is accelerated by the availability of alternatives. Although absolute value sales are small and in their infancy, menstrual cups are increasingly popular as they address health and environmental concerns.

Free sanitary protection called for

There are growing calls to minimise the financial burden of sanitary protection for the female population. The calls range from lowering/abolishing VAT on sanitary protection to providing free sanitary protection for teenagers and young adults.

COMPETITIVE LANDSCAPE
Procter & Gamble maintains its leadership

Procter & Gamble continues to lead sanitary protection due to its long-established presence in the field, durable branding, widespread distribution and extensive, varied and innovative product offering. Procter & Gamble is the national brand owner of Always and Tampax, both recognisable and highly trusted names with high consumer loyalty.

Essity focuses on breaking the taboo

Breaking the taboo associated with menstruation and encouraging open dialogue underpin the marketing endeavours of Essity AB. Essity has launched mensutmaningen.

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Sanitary Protection in Sweden

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection industry in Sweden 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 Sweden, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sanitary Protection in Sweden 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 Sweden?
  • What are the major brands in Sweden?
  • 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 Sweden - Category analysis

HEADLINES

PROSPECTS

Concerns rise regarding ingredient materials
Sustainability concerns increase
Free sanitary protection called for

COMPETITIVE LANDSCAPE

Procter & Gamble maintains its leadership
Essity focuses on breaking the taboo

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 Sweden - Industry Overview

EXECUTIVE SUMMARY

Sustainability, convenience and shifting consumption patterns characterise tissue and hygiene
Sustainability comes to the fore
The competitive environment is concentrated
Non-grocery channels make gains
Tissue and hygiene faces challenges to growth

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