Tissue and Hygiene in Denmark

223 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
223
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Tissue and Hygiene in Denmark

  1. 1. Tissue and Hygiene in DenmarkReport Details:Published:August 2012No. of Pages:Price: Single User License – US$2400Discover the latest market trends and uncover sources of future market growth for the Tissue andHygiene industry in Denmark with research from Euromonitors 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-countryOur 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 functionsEXECUTIVE SUMMARYSustained positive growth in tissue and hygiene in 2011Tissue and hygiene continued to post healthy retail current value growth of 2% in 2011, animprovement on the review period average of 1%. A progressively improving performance in theDanish economy during the year contributed to the increase, although the state of the economy isonly one influencing factor in the sustained value growth of tissue and hygiene. Volume sales alsoincreased in 2011, although not as robustly as value sales, which were also boosted by higher unitprices.Private label continues to increase its presenceThe economic climate remained uncertain despite improving in 2011, thus continuing to boost thepenetration of private label products in most tissue and hygiene categories. Several retailerscontinued to launch new private label lines, frequently with value-added features, such asSuperGros’s new green private label Grøn Balance and Dansk Supermarked’s new healthy privatelabel Levevis. The increased presence of private label has been supported by the shifting trend in
  2. 2. distribution towards discounters, meaning consumers are continuing to look for value-for-moneyproducts.International companies dominate alongside private labelFollowing private label with a value share of around 39%, two international heavyweights led salesin 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 tissueand hygiene categories.Increased price-consciousness drives the share of discountersSupermarkets remained the leading distribution channel for tissue and hygiene products inDenmark in 2011 with a 32% value share. However, the channel’s share is declining in favour ofdiscounters and hypermarkets which often offer a wider selection of value-priced products.Because of the current economic turmoil, supermarkets, convenience stores and small groceryretailers 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 privatelabel ranges. Additionally, discounters and hypermarkets frequently offer tissue and hygieneproducts in bulk packs, consequently driving down unit price. Discounters accounted for a marketshare of 27% in 2011.Mature market set to remain stable over the forecast periodConstant value growth of 2% is projected for tissue and hygiene over the forecast period inDenmark. Stronger growth in tissue and hygiene will be hindered by a mature and relativelystagnant market. However, as many of the products within tissue and hygiene are consideredessential there is no significant risk of a sharp decline in the market.Get your copy of this report @http://www.reportsnreports.com/reports/191892-tissue-and-hygiene-in-denmark.htmlMajor points covered in Table of Contents of this report includeTable of ContentsTissue and Hygiene in Denmark - Industry OverviewEXECUTIVE SUMMARYSustained positive growth in tissue and hygiene in 2011Private label continues to increase its presenceInternational companies dominate alongside private labelIncreased price-consciousness drives the share of discountersMature market set to remain stable over the forecast periodKEY TRENDS AND DEVELOPMENTSSmall improvements in economic climatePrivate label continues to innovate and gain in popularityEnvironmental awareness an increasing focus for manufacturersAgeing population boosts demand in selected categoriesShift in distribution towards discountersMARKET INDICATORS
  3. 3. Table 1 Birth Rates 2006-2011Table 2 Infant Population 2006-2011Table 3 Female Population by Age 2006-2011Table 4 Total Population by Age 2006-2011Table 5 Households 2006-2011Table 6 Forecast Infant Population 2011-2016Table 7 Forecast Female Population by Age 2011-2016Table 8 Forecast Total Population by Age 2011-2016Table 9 Forecast Households 2011-2016MARKET DATATable 10 Retail Sales of Tissue and Hygiene by Category: Value 2006-2011Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2006-2011Table 12 Tissue and Hygiene Retail Company Shares 2007-2011Table 13 Tissue and Hygiene Retail Brand Shares 2008-2011Table 14 Penetration of Private Label by Category 2006-2011Table 15 Retail Sales of Tissue and Hygiene by Distribution Format: % Analysis 2006-2011Table 16 Retail Sales of Tissue and Hygiene by Category and Distribution Format: % Analysis2011Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2011-2016Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2011-2016DEFINITIONSSOURCESSummary 1 Research SourcesTissue and Hygiene in Denmark - Company ProfilesAbena A/S in Tissue and Hygiene (Denmark)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 3 Abena A/S: Competitive Position 2011Cederroth A/S in Tissue and Hygiene (Denmark)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 5 Cederroth A/S: Competitive Position 2011DK International A/S in Tissue and Hygiene (Denmark)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUND
  4. 4. PRODUCTIONPRIVATE LABELSummary 7 DK International A/S: Private Label PortfolioMetsä Tissue A/S in Tissue and Hygiene (Denmark)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 9 Metsä Tissue A/S: Competitive Position 2011Multiline A/S in Tissue and Hygiene (Denmark)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGAway-From-Home Tissue and Hygiene in Denmark - Category AnalysisHEADLINESTRENDSAFH tissue and hygiene put in an improved performance in 2011, albeit continuing to fluctuate to arelatively high degree, which can be mainly attributed to demographic changes. The AFC channelposted current value growth of 2%, a stronger performance than the review period average of 1%.COMPETITIVE LANDSCAPEThe AFH tissue and hygiene environment is highly concentrated, with a limited number of playersaccounting for the majority of sales. SCA Hygiene Products, Abena A/S and Multiline A/S togetheraccount for around 75% of total value sales. These companies enjoy a wide distribution networkand have a long tradition of supplying products to the AFH channel.PROSPECTSAFH 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 theDanish economy over the mid to long term. In particular, hotels and restaurants will benefit fromthe economic recovery towards the end of the forecast period.CATEGORY DATATable 19 Away-From-Home Sales of Tissue and Hygiene by Category: Value 2006-2011Table 20 Away-From-Home Sales of Tissue and Hygiene by Category: % Value Growth 2006-2011Table 21 Away-From-Home Sales of Tissue and Hygiene by Distribution Format: % Analysis2006-2011Table 22 Away-From-Home Sales of Tissue and Hygiene by Category and Distribution Format: %Analysis 2011Table 23 Forecast Away-From-Home Sales of Tissue and Hygiene by Category: Value 2011-2016Table 24 Forecast Away-From-Home Sales of Tissue and Hygiene by Category: % Value Growth
  5. 5. 2011-2016Cotton Wool/Buds/Pads in Denmark - Category AnalysisHEADLINESTRENDSCotton wool/buds/pads continued to be driven by consumer demand for convenience, the categorysaw a marginal increase in volume terms in 2011, mainly as a result of cotton wool/buds/padsbeing easily replaced by other facial care products. The main consumers focused more on efficientand high-quality products. Danish women use cotton wool/ buds/pads on daily basis to cleanse,tone, remove make-up and also nail polish.COMPETITIVE LANDSCAPECotton wool/buds/pads is relatively fragmented in Denmark, with no dominant company. Privatelabel accounted for the strongest retail value share of 46% in 2011. Other prominent playersinclude Cederroth, SCA Hygiene Products and Johnson & Johnson. The biggest private labelplayer is Dansk Supermarked with a 13% share.PROSPECTSCotton wool/buds/pads is expected to post 1% growth over the forecast period in both volume andconstant value terms. Convenience will remain the key factor behind forecast sales growth.CATEGORY DATATable 25 Retail Sales of Cotton Wool/Buds/Pads: Value 2006-2011Table 26 Retail Sales of Cotton Wool/Buds/Pads: % Value Growth 2006-2011Table 27 Retail Sales of Cotton Wool/Buds/Pads by Type: % Value Breakdown 2008-2011Table 28 Cotton Wool/Buds/Pads Retail Company Shares 2007-2011Table 29 Cotton Wool/Buds/Pads Retail Brand Shares 2008-2011Table 30 Forecast Retail Sales of Cotton Wool/Buds/Pads: Value 2011-2016Table 31 Forecast Retail Sales of Cotton Wool/Buds/Pads: % Value Growth 2011-2016Incontinence in Denmark - Category AnalysisHEADLINESTRENDSThe ageing of the Danish population remained the key driver of incontinence products in 2011 as itis leading to a natural surge in demand. Like most European countries Denmark is facing thechallenges 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 viewincontinence as an annoying rather than a shameful condition, thus reducing the taboosurrounding incontinence products.COMPETITIVE LANDSCAPEThe dominance of Tena from SCA Hygiene Products A/S with an 83% retail value share makesthe brand synonymous with incontinence products in Denmark. Tena is the only incontinencebrand that enjoys widespread distribution across the leading channels.PROSPECTSCurrent demographic trends are expected to continue to influence sales of incontinence productsover the forecast period. The ageing Danish population will contribute to providing a largerconsumer base for incontinence products, which naturally will lead to increased sales. The
  6. 6. category is predicted a retail volume CAGR of 1% and a constant value CAGR of 2% over theforecast period. According to figures from Statistics Denmark, the ageing population in Denmark isexpected to continue to rise. The number of Danes aged 65 and above in 2011 was 933,520 or17% of the total population, but by 2016 the corresponding figures will be 1,062,720 and 19%.CATEGORY DATATable 32 Retail Sales of Incontinence by Category: Value 2006-2011Table 33 Retail Sales of Incontinence by Category: % Value Growth 2006-2011Table 34 Incontinence Retail Company Shares 2007-2011Table 35 Incontinence Retail Brand Shares 2008-2011Table 36 Forecast Retail Sales of Incontinence by Category: Value 2011-2016Table 37 Forecast Retail Sales of Incontinence by Category: % Value Growth 2011-2016Nappies/Diapers/Pants in Denmark - Category AnalysisHEADLINESTRENDSNappies/diapers/pants continued to be impacted by the falling birth rate in Denmark. In 2011, thenumber of live births was 58,998 according to Statistics Denmark, which equated to a drop ofalmost 7% on 2010, which saw 63,411 live births. Naturally, this had obvious implications forvolume sales of nappies/diapers/pants. However, current value growth was positive as a result ofsoaring prices of paper and plastic and consumer demand for value-added products such asenvironmentally-friendly or fairtrade nappies/diapers/pants.COMPETITIVE LANDSCAPESCA 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% in2010. SCA Hygiene Products is a well-established company with a substantial marketing budgetand many loyal consumers. Ranked second in 2011 was Procter & Gamble Danmark A/S with a21% value share. Procter & Gamble and its Pampers brand enjoys the same advantages as SCAHygiene Products, namely that it has a wide base of brand loyal consumers, a large marketingbudget and a long tradition in the Danish market.PROSPECTSNappies/diapers/pants is a relatively mature category in Denmark and given the predicted declinein 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 in2011 to 11,050 in 2016. As volume growth is largely linked to the birth rate it will be necessary formanufacturers to compete for consumers through innovation and strong marketing efforts.CATEGORY DATATable 38 Retail Sales of Nappies/Diapers/Pants by Category: Value 2006-2011Table 39 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2006-2011Table 40 Nappies/Diapers/Pants Retail Company Shares 2007-2011Table 41 Nappies/Diapers/Pants Retail Brand Shares 2008-2011Table 42 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2011-2016Table 43 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2011-2016
  7. 7. Retail Tissue in Denmark - Category AnalysisHEADLINESTRENDSAs in previous years, increased product segmentation remained the key driver of value growth forretail tissue in Denmark in 2011. Segmentation via gender, age or design was the focus ofmanufacturers in order to develop new niches to drive value growth.COMPETITIVE LANDSCAPEPrivate label led retail tissue in 2011, accounting for a 61% share of value sales, followed byMetsä Tissue A/S as the leading branded player with a 10% share thanks to its popular Lambibrand in toilet paper and kitchen towels.PROSPECTSProduct innovation and segmentation in terms of increased convenience and efficiency areprojected 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 willassume greater importance over the 2011-2016 period.CATEGORY DATATable 44 Retail Tissue Sales by Category: Value 2006-2011Table 45 Retail Tissue Sales by Category: % Value Growth 2006-2011Table 46 Retail Tissue Company Shares 2007-2011Table 47 Retail Tissue Brand Shares 2008-2011Table 48 Forecast Retail Tissue Sales by Category: Value 2011-2016Table 49 Forecast Retail Tissue Sales by Category: % Value Growth 2011-2016Sanitary Protection in Denmark - Category AnalysisHEADLINESTRENDSMarketing efforts for sanitary protection continued to be shaped by the fact that many consumersfind products like tampons and towels embarrassing and difficult to discuss, which is whymanufacturers have shifted towards educating women through their websites, offering expertsupport and advice. For example, Always and Libresse, the two biggest brands in sanitaryprotection, 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 LANDSCAPETwo companies dominate sanitary protection in Denmark, namely Procter & Gamble Danmark A/Sand SCA Hygiene Products A/S. Procter & Gamble held a 42% share of value sales in 2011, amarginal decline on the previous year. Procter & Gamble’s performance is mainly linked toinvestment and marketing in its Always brand, which held a 26% retail value share in 2011. Thesituation for SCA Hygiene Products is similar to that of Procter & Gamble as its performance isalso 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 inmaintaining these companies’ consumer bases.PROSPECTSAn ageing population and consequently a decline in the number of fertile women will remain a
  8. 8. future challenge for manufacturers as volume sales of sanitary protection excluding intimate wipesare projected to decrease marginally. The maturity of sanitary protection in Denmark will drivemanufacturers to focus on value growth in terms of innovation and new value-added products toprotect and maintain margins.CATEGORY DATATable 50 Retail Sales of Sanitary Protection by Category: Value 2006-2011Table 51 Retail Sales of Sanitary Protection by Category: % Value Growth 2006-2011Table 52 Retail Sales of Tampons by Application Format: % Value Analysis 2006-2011Table 53 Sanitary Protection Retail Company Shares 2007-2011Table 54 Sanitary Protection Retail Brand Shares 2008-2011Table 55 Forecast Retail Sales of Sanitary Protection by Category: Value 2011-2016Table 56 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2011-2016Wipes in Denmark - Category AnalysisHEADLINESTRENDSDespite recording 3% current value growth in 2011, the usage of many types of wipes continued todecline. While previously fuelled by demand for convenience, the current economic situation,which has made Danish consumers more price-sensitive, wipes are now perceived as tooexpensive and non-essential. Furthermore, sales of household care wipes have been restricted bythe use of semi-disposable cloths, such as microfibre cloths, which offer both convenience andeffectiveness at favourable prices. Additionally, for example, wet floor wipes are facing competitionfrom wet and dry vacuum cleaners.COMPETITIVE LANDSCAPEProcter & 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 isProcter & Gamble’s main brand and was one of the first wipes brands to be introduced to theDanish 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 relativelystagnant, albeit increasing marginally during the review period. The large number of different typesof wipes means the category is relatively fragmented. Two companies command strong positionsin personal wipes - L’Oréal Danmark A/S and Beiersdorf A/S, which held a combined value sharein 2011 of 36%, followed by McNeil Denmark ApS with an 11% share. Cederroth A/S is strong ingeneral purpose wipes with a 69% share and in intimate wipes with a 52% share, while McNeilDanmark leads baby wipes with a 24% share. Cosmetic wipes is led by L’Oréal followed byBeiersdorf, with shares of 50% and 33%, respectively.PROSPECTSPersonal wipes will in all likelihood continue to be the growth driver in wipes in Denmark. Personalwipes is expected to post a constant value CAGR of 1% over 2011-2016, while household carewipes is set to remain flat. Furthermore, high-quality or premium-positioned products such asenvironmentally-friendly alternatives are expected to increase in popularity in Denmark.CATEGORY DATA
  9. 9. Table 57 Retail Sales of Wipes by Category: Value 2006-2011Table 58 Retail Sales of Wipes by Category: % Value Growth 2006-2011Table 59 Wipes Retail Company Shares 2007-2011Table 60 Wipes Retail Brand Shares 2008-2011Table 61 Forecast Retail Sales of Wipes by Category: Value 2011-2016Table 62 Forecast Retail Sales of Wipes by Category: % Value Growth 2011-2016Contact: sales@reportsandreports.com for more information.

×