Nappies/Diapers/Pants in Finland

PROSPECTS

The negative birth rate is a hurdle

Nappies/diapers/pants in Finland is facing hard times, as the birth rate is expected to remain negative. As fewer customers will mean tougher times for players, it will be vital to make even more effort to keep up with the competition by boosting sales through following trends, with players expected to continue upgrading their selections with products with better fit, comfort, absorbency, safety and thinner nappies/diapers to stay one step ahead of launches and marketing strategies by the competition.

Disposable pants are increasingly popular

Whilst nappies/diapers in general will face hard times, disposable pants has the best growth prospects in the forecast period. Disposable pants tend to be seen as a more convenient option when potty training, as well as for older children to manage on their own.

Environmental friendliness is a welcome bonus

In addition to the negative birth rate, nappies/diapers also faces competition from reusable nappies, which are often seen as better for the environment and sensitive skin. However, domestic Muumi Baby nappies/diapers, for example, were the first nappies/diapers to be awarded the Nordic Ecolabel for their biodegradable ingredients, whilst also not using chloride or scents, making them suitable for sensitive skin.

COMPETITIVE LANDSCAPE

Internet retailing may offer a boost

Nappies/diapers/pants in Finland is dominated by the multinational brands, Libero and Pampers. Nonetheless, the domestic Muumi Baby brand has managed to reach third position.

Adding sizes is trending

New product development saw widening portfolios, with more sizes of nappies/diapers in 2017 and 2018. Pampers Premium Protection saw the introduction of three new bigger sizes, taking the range up to six in total, thus offering more tailor-made solutions for different ages.

Extra customer benefits to strengthen loyalty

The Libero brand club for families, Libero Kerho, offers a forum, a pregnancy calendar, information about babies’ development, as well as new campaigns, whilst also organising prize draws. In winter 2018, for example, participants could win an all-inclusive dream holiday by uploading pictures of the receipts for three purchased Libero products on the brand website.

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