1. Tissue and Hygiene in Denmark
Report Details:
Published:August 2012
No. of Pages:
Price: Single User License – US$2400
Discover the latest market trends and uncover sources of future market growth for the Tissue and
Hygiene industry in Denmark with research from Euromonitor's team of in-country analysts.
The Tissue and Hygiene 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 Tissue and Hygiene in Denmark?
•What are the major brands in Denmark?
•What are the most dynamic tissue and hygiene categories?
•What are the major markets for tissue products sales?
•What are the major markets for hygiene products sales?
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
EXECUTIVE SUMMARY
Sustained positive growth in tissue and hygiene in 2011
Tissue and hygiene continued to post healthy retail current value growth of 2% in 2011, an
improvement on the review period average of 1%. A progressively improving performance in the
Danish economy during the year contributed to the increase, although the state of the economy is
only one influencing factor in the sustained value growth of tissue and hygiene. Volume sales also
increased in 2011, although not as robustly as value sales, which were also boosted by higher unit
prices.
Private label continues to increase its presence
The economic climate remained uncertain despite improving in 2011, thus continuing to boost the
penetration of private label products in most tissue and hygiene categories. Several retailers
continued to launch new private label lines, frequently with value-added features, such as
SuperGros’s new green private label Grøn Balance and Dansk Supermarked’s new healthy private
label Levevis. The increased presence of private label has been supported by the shifting trend in

2. distribution towards discounters, meaning consumers are continuing to look for value-for-money
products.
International companies dominate alongside private label
Following private label with a value share of around 39%, two international heavyweights led sales
in 2011, namely SCA Hygiene Products A/S closely followed by Procter & Gamble Danmark A/S.
Both multinationals operate a wide and diverse product portfolio and are present in most tissue
and hygiene categories.
Increased price-consciousness drives the share of discounters
Supermarkets remained the leading distribution channel for tissue and hygiene products in
Denmark in 2011 with a 32% value share. However, the channel’s share is declining in favour of
discounters and hypermarkets which often offer a wider selection of value-priced products.
Because of the current economic turmoil, supermarkets, convenience stores and small grocery
retailers have lost share to other less expensive channels, mainly discounters and hypermarkets.
These channels have been underpinned by competitive prices and well-known and popular private
label ranges. Additionally, discounters and hypermarkets frequently offer tissue and hygiene
products in bulk packs, consequently driving down unit price. Discounters accounted for a market
share of 27% in 2011.
Mature market set to remain stable over the forecast period
Constant value growth of 2% is projected for tissue and hygiene over the forecast period in
Denmark. Stronger growth in tissue and hygiene will be hindered by a mature and relatively
stagnant market. However, as many of the products within tissue and hygiene are considered
essential there is no significant risk of a sharp decline in the market.
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Major points covered in Table of Contents of this report include
Table of Contents
Tissue and Hygiene in Denmark - Industry Overview
EXECUTIVE SUMMARY
Sustained positive growth in tissue and hygiene in 2011
Private label continues to increase its presence
International companies dominate alongside private label
Increased price-consciousness drives the share of discounters
Mature market set to remain stable over the forecast period
KEY TRENDS AND DEVELOPMENTS
Small improvements in economic climate
Private label continues to innovate and gain in popularity
Environmental awareness an increasing focus for manufacturers
Ageing population boosts demand in selected categories
Shift in distribution towards discounters
MARKET INDICATORS

3. Table 1 Birth Rates 2006-2011
Table 2 Infant Population 2006-2011
Table 3 Female Population by Age 2006-2011
Table 4 Total Population by Age 2006-2011
Table 5 Households 2006-2011
Table 6 Forecast Infant Population 2011-2016
Table 7 Forecast Female Population by Age 2011-2016
Table 8 Forecast Total Population by Age 2011-2016
Table 9 Forecast Households 2011-2016
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2006-2011
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2006-2011
Table 12 Tissue and Hygiene Retail Company Shares 2007-2011
Table 13 Tissue and Hygiene Retail Brand Shares 2008-2011
Table 14 Penetration of Private Label by Category 2006-2011
Table 15 Retail Sales of Tissue and Hygiene by Distribution Format: % Analysis 2006-2011
Table 16 Retail Sales of Tissue and Hygiene by Category and Distribution Format: % Analysis
2011
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2011-2016
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2011-2016
DEFINITIONS
SOURCES
Summary 1 Research Sources
Tissue and Hygiene in Denmark - Company Profiles
Abena A/S in Tissue and Hygiene (Denmark)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Abena A/S: Competitive Position 2011
Cederroth A/S in Tissue and Hygiene (Denmark)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Cederroth A/S: Competitive Position 2011
DK International A/S in Tissue and Hygiene (Denmark)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND

4. PRODUCTION
PRIVATE LABEL
Summary 7 DK International A/S: Private Label Portfolio
Metsä Tissue A/S in Tissue and Hygiene (Denmark)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Metsä Tissue A/S: Competitive Position 2011
Multiline A/S in Tissue and Hygiene (Denmark)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Away-From-Home Tissue and Hygiene in Denmark - Category Analysis
HEADLINES
TRENDS
AFH tissue and hygiene put in an improved performance in 2011, albeit continuing to fluctuate to a
relatively high degree, which can be mainly attributed to demographic changes. The AFC channel
posted current value growth of 2%, a stronger performance than the review period average of 1%.
COMPETITIVE LANDSCAPE
The AFH tissue and hygiene environment is highly concentrated, with a limited number of players
accounting for the majority of sales. SCA Hygiene Products, Abena A/S and Multiline A/S together
account for around 75% of total value sales. These companies enjoy a wide distribution network
and have a long tradition of supplying products to the AFH channel.
PROSPECTS
AFH products are expected to see only marginal constant value growth over the forecast period,
reaching sales of DKK803 million by 2016. Growth is expected to be driven by the recovery of the
Danish economy over the mid to long term. In particular, hotels and restaurants will benefit from
the economic recovery towards the end of the forecast period.
CATEGORY DATA
Table 19 Away-From-Home Sales of Tissue and Hygiene by Category: Value 2006-2011
Table 20 Away-From-Home Sales of Tissue and Hygiene by Category: % Value Growth 2006-
2011
Table 21 Away-From-Home Sales of Tissue and Hygiene by Distribution Format: % Analysis
2006-2011
Table 22 Away-From-Home Sales of Tissue and Hygiene by Category and Distribution Format: %
Analysis 2011
Table 23 Forecast Away-From-Home Sales of Tissue and Hygiene by Category: Value 2011-2016
Table 24 Forecast Away-From-Home Sales of Tissue and Hygiene by Category: % Value Growth

5. 2011-2016
Cotton Wool/Buds/Pads in Denmark - Category Analysis
HEADLINES
TRENDS
Cotton wool/buds/pads continued to be driven by consumer demand for convenience, the category
saw a marginal increase in volume terms in 2011, mainly as a result of cotton wool/buds/pads
being easily replaced by other facial care products. The main consumers focused more on efficient
and high-quality products. Danish women use cotton wool/ buds/pads on daily basis to cleanse,
tone, remove make-up and also nail polish.
COMPETITIVE LANDSCAPE
Cotton wool/buds/pads is relatively fragmented in Denmark, with no dominant company. Private
label accounted for the strongest retail value share of 46% in 2011. Other prominent players
include Cederroth, SCA Hygiene Products and Johnson & Johnson. The biggest private label
player is Dansk Supermarked with a 13% share.
PROSPECTS
Cotton wool/buds/pads is expected to post 1% growth over the forecast period in both volume and
constant value terms. Convenience will remain the key factor behind forecast sales growth.
CATEGORY DATA
Table 25 Retail Sales of Cotton Wool/Buds/Pads: Value 2006-2011
Table 26 Retail Sales of Cotton Wool/Buds/Pads: % Value Growth 2006-2011
Table 27 Retail Sales of Cotton Wool/Buds/Pads by Type: % Value Breakdown 2008-2011
Table 28 Cotton Wool/Buds/Pads Retail Company Shares 2007-2011
Table 29 Cotton Wool/Buds/Pads Retail Brand Shares 2008-2011
Table 30 Forecast Retail Sales of Cotton Wool/Buds/Pads: Value 2011-2016
Table 31 Forecast Retail Sales of Cotton Wool/Buds/Pads: % Value Growth 2011-2016
Incontinence in Denmark - Category Analysis
HEADLINES
TRENDS
The ageing of the Danish population remained the key driver of incontinence products in 2011 as it
is leading to a natural surge in demand. Like most European countries Denmark is facing the
challenges of an older population. In 2011, the population aged 65+ increased by almost 2%,
while over the entire review period it grew by almost 8%. Ageing consumers increasingly view
incontinence as an annoying rather than a shameful condition, thus reducing the taboo
surrounding incontinence products.
COMPETITIVE LANDSCAPE
The dominance of Tena from SCA Hygiene Products A/S with an 83% retail value share makes
the brand synonymous with incontinence products in Denmark. Tena is the only incontinence
brand that enjoys widespread distribution across the leading channels.
PROSPECTS
Current demographic trends are expected to continue to influence sales of incontinence products
over the forecast period. The ageing Danish population will contribute to providing a larger
consumer base for incontinence products, which naturally will lead to increased sales. The

6. category is predicted a retail volume CAGR of 1% and a constant value CAGR of 2% over the
forecast period. According to figures from Statistics Denmark, the ageing population in Denmark is
expected to continue to rise. The number of Danes aged 65 and above in 2011 was 933,520 or
17% of the total population, but by 2016 the corresponding figures will be 1,062,720 and 19%.
CATEGORY DATA
Table 32 Retail Sales of Incontinence by Category: Value 2006-2011
Table 33 Retail Sales of Incontinence by Category: % Value Growth 2006-2011
Table 34 Incontinence Retail Company Shares 2007-2011
Table 35 Incontinence Retail Brand Shares 2008-2011
Table 36 Forecast Retail Sales of Incontinence by Category: Value 2011-2016
Table 37 Forecast Retail Sales of Incontinence by Category: % Value Growth 2011-2016
Nappies/Diapers/Pants in Denmark - Category Analysis
HEADLINES
TRENDS
Nappies/diapers/pants continued to be impacted by the falling birth rate in Denmark. In 2011, the
number of live births was 58,998 according to Statistics Denmark, which equated to a drop of
almost 7% on 2010, which saw 63,411 live births. Naturally, this had obvious implications for
volume sales of nappies/diapers/pants. However, current value growth was positive as a result of
soaring prices of paper and plastic and consumer demand for value-added products such as
environmentally-friendly or fairtrade nappies/diapers/pants.
COMPETITIVE LANDSCAPE
SCA Hygiene Products A/S, with its Libero Baby, Libero Discovery, Libero Junior and Libero Up &
Go lines, led nappies/diapers/pants in 2011 with a retail value share of 38%, down from 39% in
2010. SCA Hygiene Products is a well-established company with a substantial marketing budget
and many loyal consumers. Ranked second in 2011 was Procter & Gamble Danmark A/S with a
21% value share. Procter & Gamble and its Pampers brand enjoys the same advantages as SCA
Hygiene Products, namely that it has a wide base of brand loyal consumers, a large marketing
budget and a long tradition in the Danish market.
PROSPECTS
Nappies/diapers/pants is a relatively mature category in Denmark and given the predicted decline
in the Danish birth rate, volume sales are highly likely to decline over the forecast period.
According to Euromonitor International projections, the number of live births will fall from 11,160 in
2011 to 11,050 in 2016. As volume growth is largely linked to the birth rate it will be necessary for
manufacturers to compete for consumers through innovation and strong marketing efforts.
CATEGORY DATA
Table 38 Retail Sales of Nappies/Diapers/Pants by Category: Value 2006-2011
Table 39 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2006-2011
Table 40 Nappies/Diapers/Pants Retail Company Shares 2007-2011
Table 41 Nappies/Diapers/Pants Retail Brand Shares 2008-2011
Table 42 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2011-2016
Table 43 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2011-
2016

7. Retail Tissue in Denmark - Category Analysis
HEADLINES
TRENDS
As in previous years, increased product segmentation remained the key driver of value growth for
retail tissue in Denmark in 2011. Segmentation via gender, age or design was the focus of
manufacturers in order to develop new niches to drive value growth.
COMPETITIVE LANDSCAPE
Private label led retail tissue in 2011, accounting for a 61% share of value sales, followed by
Metsä Tissue A/S as the leading branded player with a 10% share thanks to its popular Lambi
brand in toilet paper and kitchen towels.
PROSPECTS
Product innovation and segmentation in terms of increased convenience and efficiency are
projected to drive performance over the forecast period as consumers seek value-added products.
Product diversification in order to target specific consumer groups is another path which will
assume greater importance over the 2011-2016 period.
CATEGORY DATA
Table 44 Retail Tissue Sales by Category: Value 2006-2011
Table 45 Retail Tissue Sales by Category: % Value Growth 2006-2011
Table 46 Retail Tissue Company Shares 2007-2011
Table 47 Retail Tissue Brand Shares 2008-2011
Table 48 Forecast Retail Tissue Sales by Category: Value 2011-2016
Table 49 Forecast Retail Tissue Sales by Category: % Value Growth 2011-2016
Sanitary Protection in Denmark - Category Analysis
HEADLINES
TRENDS
Marketing efforts for sanitary protection continued to be shaped by the fact that many consumers
find products like tampons and towels embarrassing and difficult to discuss, which is why
manufacturers have shifted towards educating women through their websites, offering expert
support and advice. For example, Always and Libresse, the two biggest brands in sanitary
protection, offer a menstruation calendar, advice for women who have just started menstruation,
online forums, what to look for in stores and suggestions for mothers.
COMPETITIVE LANDSCAPE
Two companies dominate sanitary protection in Denmark, namely Procter & Gamble Danmark A/S
and SCA Hygiene Products A/S. Procter & Gamble held a 42% share of value sales in 2011, a
marginal decline on the previous year. Procter & Gamble’s performance is mainly linked to
investment and marketing in its Always brand, which held a 26% retail value share in 2011. The
situation for SCA Hygiene Products is similar to that of Procter & Gamble as its performance is
also strongly linked to its well-performing Libresse brand, which held a 30% retail value share.
New product developments and improvements to existing brands have proven to be essential in
maintaining these companies’ consumer bases.
PROSPECTS
An ageing population and consequently a decline in the number of fertile women will remain a

8. future challenge for manufacturers as volume sales of sanitary protection excluding intimate wipes
are projected to decrease marginally. The maturity of sanitary protection in Denmark will drive
manufacturers to focus on value growth in terms of innovation and new value-added products to
protect and maintain margins.
CATEGORY DATA
Table 50 Retail Sales of Sanitary Protection by Category: Value 2006-2011
Table 51 Retail Sales of Sanitary Protection by Category: % Value Growth 2006-2011
Table 52 Retail Sales of Tampons by Application Format: % Value Analysis 2006-2011
Table 53 Sanitary Protection Retail Company Shares 2007-2011
Table 54 Sanitary Protection Retail Brand Shares 2008-2011
Table 55 Forecast Retail Sales of Sanitary Protection by Category: Value 2011-2016
Table 56 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2011-2016
Wipes in Denmark - Category Analysis
HEADLINES
TRENDS
Despite recording 3% current value growth in 2011, the usage of many types of wipes continued to
decline. While previously fuelled by demand for convenience, the current economic situation,
which has made Danish consumers more price-sensitive, wipes are now perceived as too
expensive and non-essential. Furthermore, sales of household care wipes have been restricted by
the use of semi-disposable cloths, such as microfibre cloths, which offer both convenience and
effectiveness at favourable prices. Additionally, for example, wet floor wipes are facing competition
from wet and dry vacuum cleaners.
COMPETITIVE LANDSCAPE
Procter & Gamble Danmark A/S continued to lead wipes in 2011 with a retail value share of 27%.
The company held a 67% share in household care wipes and floor cleaning systems. Swiffer is
Procter & Gamble’s main brand and was one of the first wipes brands to be introduced to the
Danish market. Swiffer has for a long time enjoyed strong brand recognition among consumers,
although several brand and private label launches have contributed to Swiffer remaining relatively
stagnant, albeit increasing marginally during the review period. The large number of different types
of wipes means the category is relatively fragmented. Two companies command strong positions
in personal wipes - L’Oréal Danmark A/S and Beiersdorf A/S, which held a combined value share
in 2011 of 36%, followed by McNeil Denmark ApS with an 11% share. Cederroth A/S is strong in
general purpose wipes with a 69% share and in intimate wipes with a 52% share, while McNeil
Danmark leads baby wipes with a 24% share. Cosmetic wipes is led by L’Oréal followed by
Beiersdorf, with shares of 50% and 33%, respectively.
PROSPECTS
Personal wipes will in all likelihood continue to be the growth driver in wipes in Denmark. Personal
wipes is expected to post a constant value CAGR of 1% over 2011-2016, while household care
wipes is set to remain flat. Furthermore, high-quality or premium-positioned products such as
environmentally-friendly alternatives are expected to increase in popularity in Denmark.
CATEGORY DATA

9. Table 57 Retail Sales of Wipes by Category: Value 2006-2011
Table 58 Retail Sales of Wipes by Category: % Value Growth 2006-2011
Table 59 Wipes Retail Company Shares 2007-2011
Table 60 Wipes Retail Brand Shares 2008-2011
Table 61 Forecast Retail Sales of Wipes by Category: Value 2011-2016
Table 62 Forecast Retail Sales of Wipes by Category: % Value Growth 2011-2016
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