Executive Summary

Jun 2019
PROSPECTS
The ageing population leads to more consumers

Retail adult incontinence is expected to see dynamic growth, making it the best-performing category in tissue and hygiene in Finland over the forecast period. The increase will be fuelled by the ageing population, which will bring new customers to the category.

Confronting stigma needs to be a priority

Growing obesity and other health factors, including temporary ones such as pregnancy, after giving birth or menopause, create the need for incontinence products. It is estimated that around 20% of 25-60 year-old women and 60% of 70 year-old women in Finland suffer from incontinence (according to the Terveyskirjasto).

Stylish designs appeal

Stylish and more attractive designs add dignity and appeal and make consumers feel better and more confident about using incontinence products. For instance, more feminine designs could help to draw in consumers who avoid using incontinence products although they need them.

COMPETITIVE LANDSCAPE
More entrants are possible

The dominance of the Tena brand in Finland was undisputable in 2018, with only private label and domestic brand Harmony being present other than Tena. However, the profitable prospects for the category may lead to more players entering the market.

New product developments set new standards

New Tena Lady Discreet was revamped to have more feminine design, microPROTEX technology for locking-in odours and moisture immediately, whilst being 20% thinner without losing absorbency. It was also marketed as kind to the skin, breathable, and designed to fit the body shape and allow movement, offering more comfort.

Offering services and widening targeting will pay off

Several company strategies are used to boost sales in Finland. The Tena brand website, for instance, offers consumers an opportunity to order samples free, and operates its own internet store which promises discreet deliveries and includes special offers, such as Black Friday discounts of 30%.

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Retail Adult Incontinence in Finland

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Overview

Discover the latest market trends and uncover sources of future market growth for the Incontinence industry in Finland with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Incontinence industry in Finland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Incontinence in Finland market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Incontinence in Finland?
  • What are the major brands in Finland?
  • What are the most important channels for incontinence products?
  • How do light incontinence products perform compared to moderate/heavy incontinence products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Retail Adult Incontinence in Finland - Category analysis

HEADLINES

PROSPECTS

The ageing population leads to more consumers
Confronting stigma needs to be a priority
Stylish designs appeal

COMPETITIVE LANDSCAPE

More entrants are possible
New product developments set new standards
Offering services and widening targeting will pay off

CATEGORY DATA

Table 1 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 2 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 5 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 6 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Tissue and Hygiene in Finland - Industry Overview

EXECUTIVE SUMMARY

Improving growth after hard work
Efficiency above all, with bells and whistles attached
The strong competition demands good strategies
Slow shifts in distribution
Improving value sales to compensate for little volume growth

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources