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Retail Tissue in Denmark

Publisher Euromonitor International
Published Apr 17, 2026
Length 38 Pages
SKU # EP21132286

Description

Retail tissue in Denmark continued its expansion in 2025, with both volume and value recording positive growth. Retail volume reached 42,000 tonnes, representing a year-on-year increase of 2%, while value sales rose by 4% to DKK1.5 billion. This pattern reflects a persistent upward trajectory, driven by population growth and a willingness among Danish households to pay more for quality and sustainability, even as affordability remains a concern.

Euromonitor International's Retail Tissue in Denmark report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2021-2025, 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, distribution or pricing issues. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Facial Tissues, Paper Tableware, Paper Towels, Toilet Paper.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Retail Tissue market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

38 Pages
Retail Tissue in Denmark
Euromonitor International
April 2026
List Of Contents And Tables
RETAIL TISSUE IN DENMARK
Key Data Insights
2025 Developments
Households Shift Spending to Value and Sustainability as Prices Rise
Key Industry Trends
CHART 1 Key Industry Trends for Retail Tissue
Industry Performance
CHART 2 Salling Xxl Køkkenrulle (Xxl Kitchen Roll) Offers More
Toilet Paper Maintains Lead as Value-For-Money Innovations Drive Demand
Grøn Balance Boosts Eco-Credentials to Win Environmentally Conscious Shoppers
CHART 3 Grøn Balance Miljø Toiletpapir (Toilet Paper) Promotes Its Sustainability Credentials
CHART 4 Value Sales 2020-2030
CHART 5 Volume Sales 2020-2030
CHART 6 Value Sales by Category 2025
What's Next?
Discounters and Limited Editions Reshape Shopper Behaviour and Loyalty
Paper Towels Outpace Facial Tissues as Home Routines Evolve
Sustainability and Skinification Accelerate Product Innovation and Consumer Demand
CHART 7 Forecast Value Sales 2020-2030
CHART 8 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Salling Group Leverages Private Label Expansion to Widen Its Lead
CHART 9 Company Shares 2025
CHART 10 Brand Shares 2025
Channels
Discounters Extend Reach as Affordability Drives Household Loyalty
Omnichannel Integration and Convenience Fuel E-Commerce Gains
CHART 11 Retail Channels 2020-2025
Economic Context
CHART 12 Economic Context for Retail Tissue
CHART 13 Real Gdp Growth 2020-2030
CHART 14 Inflation 2020-2030
Consumer Context
CHART 15 Consumer Context for Retail Tissue
CHART 16 Population 2020-2030
CHART 17 Consumer Expenditure 2020-2030
CHART 18 Population by Generation 2025
Country Reports Disclaimer
CHART 19 Key Industry Trends for Tissue and Hygiene
CHART 20 Libero Promotes Clean Wellness
CHART 21 Value Sales 2020-2030
CHART 22 Value Sales by Category 2025
CHART 23 Forecast Value Sales 2020-2030
CHART 24 Forecast Value Sales by Category 2025-2030
CHART 25 Analyst Insight for Tissue and Hygiene
CHART 26 Libresse Multistyle Offers Versatility
CHART 27 Company Shares 2025
CHART 28 Brand Shares 2025
CHART 29 Retail Channels 2020-2025
CHART 30 Economic Context for Tissue and Hygiene
CHART 31 Real Gdp Growth 2020-2030
CHART 32 Inflation 2020-2030
CHART 33 Consumer Context for Tissue and Hygiene
CHART 34 Population 2020-2030
CHART 35 Consumer Expenditure 2020-2030
CHART 36 Population by Generation 2025
TISSUE AND HYGIENE IN DENMARK
Executive Summary
Salling Group and Essity Drive Value-Led Innovation as Household Budgets Tighten
Key Data Insights
Key Industry Trends
Industry Performance
Modern Danish Households Look for More Than Just Low Prices
What's Next?
Discounters Expand Reach as Value and Convenience Shape Choices
Sustainability Pushes Innovation While Shifting Demand to Reusables
Omnichannel Strategies and Discounter Growth Redefine Retail Landscape
Competitive Landscape
Essity Leverages Innovation as Private Label Gains Ground
Channels
Discounters Strengthen Leadership by Expanding Reach and Value
Retail E-Commerce Gains Ground as Omnichannel Convenience Grows
Grocery Retailers Drive Flexibility and Value with Omnichannel Innovation
Economic Context
Consumer Context
Country Reports Disclaimer

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