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Wipes in Denmark

Publisher Euromonitor International
Published Apr 17, 2026
Length 37 Pages
SKU # EP21132365

Description

Wipes in Denmark delivered current value growth of 3% in 2025, with retail sales rising to DKK200 million. This performance outpaced the modest economic backdrop, where GDP growth reached 2% and inflation settled at 2%. The pace of value growth for wipes was steady but moderated by ongoing affordability pressures and a shift in consumer behaviour with Danish households becoming more price-conscious, funnelling spend toward lower-priced retail formats such as discounters and variety stores, and i...

Euromonitor International's Wipes 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: Home Care Wipes and Floor Cleaning Systems, Personal Wipes.

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

Why buy this report?
* Get a detailed picture of the Wipes 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

37 Pages
Wipes in Denmark
Euromonitor International
April 2026
List Of Contents And Tables
WIPES IN DENMARK
Key Data Insights
2025 Developments
Wipes Sees Steady Growth Fuelled by Innovation
Key Industry Trends
CHART 1 Key Industry Trends for Wipes
Industry Performance
CHART 2 Libero Offers Clean Wellness to Enhance its Offer
Nivea and Grøn Balance Respond to Demand for Convenience and Multifunctionality
CHART 3 Nivea Meets Demand for Convenience
Premiumisation and Clean Wellness Represent Key Trends
CHART 4 Value Sales 2020-2030
CHART 5 Value Sales by Category 2025
What's Next?
Salling Fri Offers Bamboo Baby Wipes to Balance Eco-Demands with Convenience
Personal Wipes Maintain Lead as Intimate Formats Accelerate Growth
Discounters and Innovation in Plant-Based Wipes Set to Shape Future Growth
CHART 6 Forecast Value Sales 2020-2030
CHART 7 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Essity Leverages Innovation and Scale to Hold Leadership Amid Rising Competition
CHART 8 Company Shares 2025
CHART 9 Brand Shares 2025
Channels
Discounters Capture Shoppers with Affordability and Widespread Access
Retail E-Commerce Gains Traction as Omnichannel Strategies Evolve
Grocery Retailers and Health Specialists Reinforce Value and Accessibility
CHART 10 Retail Channels 2020-2025
Economic Context
CHART 11 Economic Context for Wipes
CHART 12 Real Gdp Growth 2020-2030
CHART 13 Inflation 2020-2030
Consumer Context
CHART 14 Consumer Context for Wipes
CHART 15 Population 2020-2030
CHART 16 Consumer Expenditure 2020-2030
CHART 17 Population by Generation 2025
Country Reports Disclaimer
CHART 18 Key Industry Trends for Tissue and Hygiene
CHART 19 Libero Promotes Clean Wellness
CHART 20 Value Sales 2020-2030
CHART 21 Value Sales by Category 2025
CHART 22 Forecast Value Sales 2020-2030
CHART 23 Forecast Value Sales by Category 2025-2030
CHART 24 Analyst Insight for Tissue and Hygiene
CHART 25 Libresse Multistyle Offers Versatility
CHART 26 Company Shares 2025
CHART 27 Brand Shares 2025
CHART 28 Retail Channels 2020-2025
CHART 29 Economic Context for Tissue and Hygiene
CHART 30 Real Gdp Growth 2020-2030
CHART 31 Inflation 2020-2030
CHART 32 Consumer Context for Tissue and Hygiene
CHART 33 Population 2020-2030
CHART 34 Consumer Expenditure 2020-2030
CHART 35 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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