Nappies/Diapers/Pants in Finland

PROSPECTS

Maturity and poor birth rate are obstacles to overcome

While volume sales remained stagnant in nappies/diapers/pants in 2017, value sales continued to grow as consumers were willing to spend more on better quality and opt for softer and safer materials and improved absorption. However, although children are wearing nappies until an older age than before, growth continues to be hindered by the declining birth rate.

Shift towards pants offers growth possibilities

Disposable pants was the fastest growing area in 2017 and has the best growth potential for the forecast period. Finnish parents are increasingly switching from nappies/diapers to pants due to their convenience, especially during potty training, as toddlers are able to pull them on and off themselves.

Appeasing concerns

Finnish parents tend to show concern for safety and are expected to be willing to pay extra to keep the skin of their babies healthy. In fact, the domestic Muumi brand stressed its safety by sporting the logo of the Finnish Allergy and Asthma association and emphasising the fact that its nappies and pants are free from added chemicals and bleach.

COMPETITIVE LANDSCAPE

Share gains through strategic moves

Essity dominated sales in 2017 due to the popularity of its Libero brand. Nonetheless, the company faced competition from more competitively priced private label ranges.

New product development gives needed boost

Manufacturers continue to launch new improved products in order to drive sales. For example, Pampers Premium Protection New Baby introduced three new sizes to offer an improved custom-made fit.

Heavy competition demands successful marketing efforts

Marketing remains highly important in this area as competition is fierce. In response to the growing popularity of private label, manufacturers need to increase consumer loyalty.

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