Sweden Menstrual Care Market Report: Trends, Growth and Forecast (2026-2032)
Product Type (Pantyliners, Tampons (Applicator Tampons, Digital Tampons), Towels (Standard Towels (Standard Towels with Wings, Standard Towels Without Wings), Slim/Thin/Ultra-Thin Towels (Slim/Thin/Ultra-Thin Towels with Wings, Slim/Thin/Ultra-Thin Towels Without Wings)), Intimate Wipes, Menstrual Cups, Period Underwear), Nature (Disposable, Reusable), Age Group (Up to 18 Years, 19-30 Years, 31-40 Years, 40 Years and Above), Sales Channel (Retail Offline, Retail Online)
- FMCG
- Feb 2026
- VI0912
- 120
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Sweden Menstrual Care Market Statistics and Insights, 2026
- Market Size Statistics
- Menstrual care in Sweden is estimated at USD 105 million in 2025.
- The market size is expected to grow to USD 115 million by 2032.
- Market to register a cagr of around 1.31% during 2026-32.
- Product Type Shares
- Towels grabbed market share of 40%.
- Competition
- More than 10 companies are actively engaged in producing menstrual care in Sweden.
- Top 5 companies acquired around 85% of the market share.
- Coop Sverige AB; Lidl Sverige KB; Apoteket AB; Essity AB; Procter & Gamble Sverige AB etc., are few of the top companies.
- Sales Channel
- Retail offline grabbed 80% of the market.
Sweden Menstrual Care Market Outlook
The Sweden menstrual care market is expected to grow at a moderate rate, increasing the estimated value of the market to USD 105 million dollars in 2025 to USD 115 million dollars in 2032, which is equivalent to a compound annual growth rate of about 1.31% in 2026-2032. The increase in market value will be supported by the fact that end user will prefer more expensive, slim, thin or ultra-thin towels and new pantyliners that are comfortable and offer freshness on a daily basis. Towels already have a 40% market share, but pantyliners are the main growth engine due to their broader use outside of menstruation. These products are popular due to their convenience, hygiene, and discretion which are in line with the daily requirements of women of different ages.
However, the general market will remain threatened by the growing use of reusable menstrual items, including menstrual cups and leak-proof clothes, which are cost-effective, sustainable, and comfortable in the long run. With the increasing popularity of these alternatives, the traditional categories like tampons and towels might not grow much. In reaction, the major brands, including Essity, are investing in product development, which is based on efficacy, increased absorbency, and high comfort. Their products, such as the Libresse All-Fluid-Protection line, respond to the changing end user demands.
Retail offline channels are the most dominant in terms of distribution with a market share of 80% and are led by supermarkets, discounters, and variety stores. The economic pressures have led to a movement towards low-end stores, with retailers like Lidl showing good results with value-based own-label like Siempre. At the same time, Retail online will also spread due to the growing urbanisation and the emergence of hybrid shopping patterns. The convenience-based purchasing is being redefined by services like Willys Hamta, Foodora Market, and Wolt Market, which provide convenient pickup and delivery services.
In the future, sustainability will continue to be a key theme of innovation in the market. To meet the expectations of end user and regulators, manufacturers will probably focus on environmentally friendly packaging, renewable manufacturing, and recyclable materials. An example of this change to greener practices is the relaunch of Always Cotton Protection in recyclable paper packaging. Brands that strike the right balance between affordability, innovation, and environmental responsibility will be in the best position to continue growing and stay relevant in the changing menstrual care market in Sweden over the forecast period.
Sweden Menstrual Care Market Growth DriverIncreasing Comfort and Hygiene Demand Improves the Market.
The increasing consciousness of personal hygiene and comfort among Sweden women remains a force behind the demand of menstrual care products. The World Health Organization (WHO) has repeatedly highlighted that menstrual hygiene is a key to the overall health of the population and the well-being of individuals, which contributes to innovation and uptake in the global and national markets. This cultural sensitivity promotes the use of slim, ultra-thin towels and pantyliners in Sweden, which offer daily comfort, convenience, and discreet protection.
The demographic situation in Sweden promotes the continued demand: by the end of 2024, 49.7% of the population in the country were women, as per the statistics of Sweden and the World Bank. This vast, health-conscious end user base is growing in demand of high quality menstrual products with increased absorbency and soft, skin-friendly fabrics, which further strengthens the expansion in both mainstream and specialised market segments.
Sweden Menstrual Care Market ChallengeSustainability Change and Reusable Substitutes Curb Market Growth.
Menstrual cups and leak-proof garments are increasingly becoming popular as reusable menstrual products, thus threatening the traditional disposable menstrual care market in Sweden. The European Environment Agency (EEA) and EU guidelines facilitate the decrease of single-use plastics, promoting innovation and end user acceptance of sustainable and long-lasting alternatives. Such regulatory and cultural changes exert a negative pressure on the demand of disposable towels and tampons, which is further increased by end user education and environmental awareness.
According to the Sweden Environmental Protection Agency (Naturvardsverke), single-use plastics, such as some hygiene products, are a significant source of waste in Sweden and a policy area where the government aims to reduce. With sustainability becoming a cultural value and a subject of intense regulatory attention, brands that have heavily invested in disposable formats are experiencing stagnant or falling sales. Eco-innovation is now a necessity to stay competitive as the market gradually converges towards the goals of the circular economy.
Sweden Menstrual Care Market TrendEfficacy-driven, Sustainable Innovation.
Innovation of products is still a characteristic of the menstrual care market in Sweden, and the major players in the market are concerned with efficacy and environmental performance. Sweden has always been in the top 10 of the global innovation indices of OECD, which supports the fast development of R&D and the launch of high-performance hygiene products to women. These include next-generation pantyliners and towels that are designed to be highly absorbent, skin-compatible and with minimal environmental impact.
Following the national sustainability goals, brands are becoming more climate-friendly in their design, whether through recyclable packaging or renewable production. According to the Sweden Energy Agency, renewable energy sources provided a dominant portion of the total industrial energy consumption in 2024, as a result of policy-based eco-efficiency gains in the sector. These initiatives reinforce the shift of Sweden towards a circular, low-waste economy, and position menstrual care innovations in line with end user preferences and national environmental goals.
Sweden Menstrual Care Market OpportunityDigitalisation and Retail online to spur market growth.
The Sweden menstrual care market is a significant growth driver because of digitalisation, which has increased accessibility and engagement. According to World Bank and national statistics, internet penetration in Sweden was over 96% in 2024, which offers a solid base to achieve fast Retail online growth. Online stores, subscriptions, and digital marketing allow brands to access younger, urban, and tech-savvy end user more flexibly and efficiently and enhance service to rural end user.
The OECD Digital Economy Outlook shows that Sweden has always been among the top five European countries in terms of digital infrastructure and end user adoption in retail and personal care. Omnichannel strategies, mobile trends, and app-based delivery models are being used by retailers and manufacturers to increase reach, affordability, and brand loyalty. Digital engagement, which is data-driven, has become a key to growth in the context of Sweden, where the market is becoming more dynamic and digital-native, and brands are able to attract new end user and build long-term relationships.
Sweden Menstrual Care Market Segmentation Analysis
By Product Type
- Pantyliners
- Tampons
- Towels
- Intimate Wipes
- Menstrual Cups
- Period Underwear
The segment with the highest share under Product Type is towels, holding around 40% of the Sweden menstrual care market. Towels remain a core product in the category due to their convenience, reliability, and wide availability across all major retail formats. Among these, slim/thin/ultra-thin variants are the most preferred, offering enhanced comfort, fit, and discreetness compared to standard options. These benefits have made them the preferred choice for daily use, particularly among working women and students seeking dependable menstrual protection.
Despite rising competition from reusable alternatives like menstrual cups and leakproof apparel, towels continue to maintain a strong position due to ongoing innovations in absorbency, softness, and sustainability. Manufacturers are increasingly focusing on eco-friendly materials and recyclable packaging, which appeal to Sweden’s environmentally conscious end users and support the segment’s sustained relevance in the evolving menstrual care landscape.
By Sales Channel
- Retail Offline
- Retail Online
The segment with the highest share under Sales Channel is retail offline, accounting for about 80% of the Sweden menstrual care market. Supermarkets and hypermarkets dominate this segment owing to their extensive reach, wide assortment, and trusted shopping environment. They offer convenient access to well-known brands and private labels, enabling end users to compare quality and prices easily before purchase. This accessibility continues to make offline retail the preferred distribution channel across the country.
Additionally, discounters and variety stores have strengthened their position under the retail offline category, supported by growing demand for affordable menstrual products during periods of economic pressure. These outlets provide strong value propositions, attracting cost-conscious households. Health and beauty specialists also contribute to offline growth by offering premium, eco-friendly options. Together, these retail formats ensure that offline distribution remains the backbone of menstrual care product sales in Sweden.
List of Companies Covered in Sweden Menstrual Care Market
The companies listed below are highly influential in the Sweden menstrual care market, with a significant market share and a strong impact on industry developments.
- Coop Sverige AB
- Lidl Sverige KB
- Apoteket AB
- Essity AB
- Procter & Gamble Sverige AB
- McNeil Sweden AB
- ICA Sverige AB
- Axfood AB
- Ellen AB
- Kronosept AB
Competitive Landscape
Sweden’s menstrual care market in 2024 is led by Essity, driven by the strong performance of its Libresse brand, which benefits from high consumer trust, wide distribution, and continuous innovation in comfort, fit, and discreetness. Libresse’s ability to maintain premium pricing through product upgrades has created a strong competitive barrier. In contrast, Lidl emerged as the most dynamic player, gaining share through its budget private label Siempre, which appeals to increasingly price-sensitive households. Retailers such as Normal, variety stores, and discounters are intensifying competition through aggressive value positioning. At the same time, e-commerce and omnichannel strategies are reshaping competition, enabling both leading brands and private labels to reach consumers more efficiently.
Frequently Asked Questions
Related Report
1. Market Segmentation
1.1. Research Scope
1.2. Research Methodology
1.3. Definitions and Assumptions
2. Executive Summary
3. Sweden Menstrual Care Market Policies, Regulations, and Standards
4. Sweden Menstrual Care Market Dynamics
4.1. Growth Factors
4.2. Challenges
4.3. Trends
4.4. Opportunities
5. Sweden Menstrual Care Market Statistics, 2022-2032F
5.1. Market Size & Growth Outlook
5.1.1.By Revenues in USD Million
5.2. Market Segmentation & Growth Outlook
5.2.1.By Product Type
5.2.1.1. Pantyliners- Market Insights and Forecast 2022-2032, USD Million
5.2.1.2. Tampons- Market Insights and Forecast 2022-2032, USD Million
5.2.1.2.1. Applicator Tampons- Market Insights and Forecast 2022-2032, USD Million
5.2.1.2.2. Digital Tampons- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3. Towels- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3.1. Standard Towels- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3.1.1. Standard Towels with Wings- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3.1.2. Standard Towels Without Wings- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3.2. Slim/Thin/Ultra-Thin Towels- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3.2.1. Slim/Thin/Ultra-Thin Towels with Wings- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3.2.2. Slim/Thin/Ultra-Thin Towels Without Wings- Market Insights and Forecast 2022-2032, USD Million
5.2.1.4. Intimate Wipes- Market Insights and Forecast 2022-2032, USD Million
5.2.1.5. Menstrual Cups- Market Insights and Forecast 2022-2032, USD Million
5.2.1.6. Period Underwear- Market Insights and Forecast 2022-2032, USD Million
5.2.2.By Nature
5.2.2.1. Disposable- Market Insights and Forecast 2022-2032, USD Million
5.2.2.2. Reusable- Market Insights and Forecast 2022-2032, USD Million
5.2.3.By Age Group
5.2.3.1. Up to 18 Years- Market Insights and Forecast 2022-2032, USD Million
5.2.3.2. 19-30 Years- Market Insights and Forecast 2022-2032, USD Million
5.2.3.3. 31-40 Years- Market Insights and Forecast 2022-2032, USD Million
5.2.3.4. 40 Years and Above- Market Insights and Forecast 2022-2032, USD Million
5.2.4.By Sales Channel
5.2.4.1. Retail Offline- Market Insights and Forecast 2022-2032, USD Million
5.2.4.2. Retail Online- Market Insights and Forecast 2022-2032, USD Million
5.2.5.By Competitors
5.2.5.1. Competition Characteristics
5.2.5.2. Market Share & Analysis
6. Sweden Pantyliners Menstrual Care Market Statistics, 2022-2032
6.1. Market Size & Growth Outlook
6.1.1.By Revenues in USD Million
6.2. Market Segmentation & Growth Outlook
6.2.1.By Nature- Market Insights and Forecast 2022-2032, USD Million
6.2.2.By Age Group- Market Insights and Forecast 2022-2032, USD Million
6.2.3.By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
7. Sweden Tampons Menstrual Care Market Statistics, 2022-2032
7.1. Market Size & Growth Outlook
7.1.1.By Revenues in USD Million
7.2. Market Segmentation & Growth Outlook
7.2.1.By Product Type- Market Insights and Forecast 2022-2032, USD Million
7.2.2.By Nature- Market Insights and Forecast 2022-2032, USD Million
7.2.3.By Age Group- Market Insights and Forecast 2022-2032, USD Million
7.2.4.By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
8. Sweden Towels Menstrual Care Market Statistics, 2022-2032
8.1. Market Size & Growth Outlook
8.1.1.By Revenues in USD Million
8.2. Market Segmentation & Growth Outlook
8.2.1.By Product Type- Market Insights and Forecast 2022-2032, USD Million
8.2.2.By Nature- Market Insights and Forecast 2022-2032, USD Million
8.2.3.By Age Group- Market Insights and Forecast 2022-2032, USD Million
8.2.4.By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
9. Sweden Intimate Wipes Market Statistics, 2022-2032
9.1. Market Size & Growth Outlook
9.1.1.By Revenues in USD Million
9.2. Market Segmentation & Growth Outlook
9.2.1.By Nature- Market Insights and Forecast 2022-2032, USD Million
9.2.2.By Age Group- Market Insights and Forecast 2022-2032, USD Million
9.2.3.By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
10. Sweden Menstrual Cups Menstrual Care Market Statistics, 2022-2032
10.1. Market Size & Growth Outlook
10.1.1. By Revenues in USD Million
10.2. Market Segmentation & Growth Outlook
10.2.1. By Nature- Market Insights and Forecast 2022-2032, USD Million
10.2.2. By Age Group- Market Insights and Forecast 2022-2032, USD Million
10.2.3. By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
11. Sweden Period Underwear Menstrual Care Market Statistics, 2022-2032
11.1. Market Size & Growth Outlook
11.1.1. By Revenues in USD Million
11.2. Market Segmentation & Growth Outlook
11.2.1. By Nature- Market Insights and Forecast 2022-2032, USD Million
11.2.2. By Age Group- Market Insights and Forecast 2022-2032, USD Million
11.2.3. By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
12. Competitive Outlook
12.1. Company Profiles
12.1.1. Essity AB
12.1.1.1. Business Description
12.1.1.2. Product Portfolio
12.1.1.3. Collaborations & Alliances
12.1.1.4. Recent Developments
12.1.1.5. Financial Details
12.1.1.6. Others
12.1.2. Procter & Gamble Sverige AB
12.1.2.1. Business Description
12.1.2.2. Product Portfolio
12.1.2.3. Collaborations & Alliances
12.1.2.4. Recent Developments
12.1.2.5. Financial Details
12.1.2.6. Others
12.1.3. McNeil Sweden AB
12.1.3.1. Business Description
12.1.3.2. Product Portfolio
12.1.3.3. Collaborations & Alliances
12.1.3.4. Recent Developments
12.1.3.5. Financial Details
12.1.3.6. Others
12.1.4. ICA Sverige AB
12.1.4.1. Business Description
12.1.4.2. Product Portfolio
12.1.4.3. Collaborations & Alliances
12.1.4.4. Recent Developments
12.1.4.5. Financial Details
12.1.4.6. Others
12.1.5. Axfood AB
12.1.5.1. Business Description
12.1.5.2. Product Portfolio
12.1.5.3. Collaborations & Alliances
12.1.5.4. Recent Developments
12.1.5.5. Financial Details
12.1.5.6. Others
12.1.6. Coop Sverige AB
12.1.6.1. Business Description
12.1.6.2. Product Portfolio
12.1.6.3. Collaborations & Alliances
12.1.6.4. Recent Developments
12.1.6.5. Financial Details
12.1.6.6. Others
12.1.7. Lidl Sverige KB
12.1.7.1. Business Description
12.1.7.2. Product Portfolio
12.1.7.3. Collaborations & Alliances
12.1.7.4. Recent Developments
12.1.7.5. Financial Details
12.1.7.6. Others
12.1.8. Apoteket AB
12.1.8.1. Business Description
12.1.8.2. Product Portfolio
12.1.8.3. Collaborations & Alliances
12.1.8.4. Recent Developments
12.1.8.5. Financial Details
12.1.8.6. Others
12.1.9. Ellen AB
12.1.9.1. Business Description
12.1.9.2. Product Portfolio
12.1.9.3. Collaborations & Alliances
12.1.9.4. Recent Developments
12.1.9.5. Financial Details
12.1.9.6. Others
12.1.10. Kronosept AB
12.1.10.1.Business Description
12.1.10.2.Product Portfolio
12.1.10.3.Collaborations & Alliances
12.1.10.4.Recent Developments
12.1.10.5.Financial Details
12.1.10.6.Others
13. Disclaimer
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Research Methodology
This study followed a structured approach comprising four key phases to assess the size and scope of the electro-oxidation market. The process began with thorough secondary research to collect data on the target market, related markets, and broader industry context. These findings, along with preliminary assumptions and estimates, were then validated through extensive primary research involving industry experts from across the value chain. To calculate the overall market size, both top-down and bottom-up methodologies were employed. Finally, market segmentation and data triangulation techniques were applied to refine and validate segment-level estimations.
Secondary Research
The secondary research phase involved gathering data from a wide range of credible and published sources. This step helped in identifying industry trends, defining market segmentation, and understanding the market landscape and value chain.
Sources consulted during this phase included:
- Company annual reports, investor presentations, and press releases
- Industry white papers and certified publications
- Trade directories and market-recognized databases
- Articles from authoritative authors and reputable journals
- Gold and silver standard websites
Secondary research was critical in mapping out the industry's value chain and monetary flow, identifying key market segments, understanding regional variations, and tracking significant industry developments.
Other key sources:
- Financial disclosures
- Industry associations and trade bodies
- News outlets and business magazines
- Academic journals and research studies
- Paid industry databases
Primary Research
To validate secondary data and gain deeper market insights, primary research was conducted with key stakeholders across both the supply and demand sides of the market.
On the demand side, participants included decision-makers and influencers from end-user industries—such as CIOs, CTOs, and CSOs—who provided first-hand perspectives on market needs, product usage, and future expectations.
On the supply side, interviews were conducted with manufacturers, industry associations, and institutional participants to gather insights into current offerings, product pipelines, and market challenges.
Primary interviews provided critical inputs such as:
- Market size and revenue data
- Product and service breakdowns
- Market forecasts
- Regional and application-specific trends
Stakeholders consulted included:
- Leading OEM and solution providers
- Channel and distribution partners
- End users across various applications
- Independent consultants and industry specialists
Market Size Estimation and Data Triangulation
- Identifying Key Market Participants (Secondary Research)
- Goal: To identify the major players or companies in the target market. This typically involves using publicly available data sources such as industry reports, market research publications, and financial statements of companies.
- Tools: Reports from firms like Gartner, Forrester, Euromonitor, Statista, IBISWorld, and others. Public financial statements, news articles, and press releases from top market players.
- Extracting Earnings of Key Market Participants
- Goal: To estimate the earnings generated from the product or service being analyzed. This step helps in understanding the revenue potential of each market player in a specific geography.
- Methods: Earnings data can be gathered from:
- Publicly available financial reports (for listed companies).
- Interviews and primary data sources from professionals, such as Directors, VPs, SVPs, etc. This is especially useful for understanding more nuanced, internal data that isn't publicly disclosed.
- Annual reports and investor presentations of key players.
- Data Collation and Development of a Relevant Data Model
- Goal: To collate inputs from both primary and secondary sources into a structured, data-driven model for market estimation. This model will incorporate key market KPIs and any independent variables relevant to the market.
- Key KPIs: These could include:
- Market size, growth rate, and demand drivers.
- Industry-specific metrics like market share, average revenue per customer (ARPC), or average deal size.
- External variables, such as economic growth rates, inflation rates, or commodity prices, that could affect the market.
- Data Modeling: Based on this data, the market forecasts are developed for the next 5 years. A combination of trend analysis, scenario modeling, and statistical regression might be used to generate projections.
- Scenario Analysis
- Goal: To test different assumptions and validate how sensitive the market is to changes in key variables (e.g., market demand, regulatory changes, technological disruptions).
- Types of Scenarios:
- Base Case: Based on current assumptions and historical data.
- Best-Case Scenario: Assuming favorable market conditions, regulatory environments, and technological advancements.
- Worst-Case Scenario: Accounting for adverse factors, such as economic downturns, stricter regulations, or unexpected disruptions.
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