Current value sales of nappies/diapers/pants did not see much of an impact during COVID-19 thanks to the essential nature of such products. Some stockpiling did take place at the start of the outbreak.
Developing biodegradable nappies/diapers/pants is not an easy task as it requires great investment and potentially the use of new materials that render existing processes and production machines useless. In addition, new biodegradable nappies/diapers/pants must not only compete with existing brands but also with standard pricing.
In a highly competitive field led by strong international brands, Libero (by Essity) and Pampers (by Procter & Gamble) will continue to lead in 2020. However, both lost share while third-placed domestic brand Muumi Baby and private label Pirkka improved their positions.
COVID-19 is not expected to have a significant long-term impact on sales. However, a slow economic recovery in the early forecast period may continue to boost growth for private label players, as economic insecurity will make Finns reach for more affordable products.
Sustainability and ecological values are set to be strong trends in the future, leading major brands to focus on advertising their green credentials. For example, since the beginning of 2021 Muumi Baby nappies have been marketed as 100% carbon neutral, thus appealing to consumers who look for more environmentally friendly products.
An array of marketing strategies will continue to be used across the forecast period to drive sales in nappies/diapers/pants. Among these will be dedicated social media strategies, with brands engaging consumers on Facebook, Instagram, and Twitter.
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Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants industry in Finland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of nappies, diapers and pantsSee All of Our Definitions
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