Executive Summary

Jun 2019
PROSPECTS
The ageing population and maturity are hurdles

Sanitary protection in Finland faces the hurdle of maturity. Also, the ageing population will mean fewer customers over the forecast period.

Product safety is increasingly important

New launches increasingly tackled the health and safety issues of sanitary protection products. For example, Libresse Ultra Thin towels were emphasised to be dermatologically tested and scent-free, to suit those with sensitive skin.

Increasing convenience and security

The Libresse brand renewed its ultra-thin towel filling with FreshProtect, delivering a breathable top layer, and also included SecureFit to fit the body shape, protecting against leaks and offering extra freshness. Furthermore, the new Ultra Thin night towels, for example, had a wider front and back and anti-leakage side barriers, promising up to 10 hours protection.

COMPETITIVE LANDSCAPE
Finding ways to boost sales

The competition in sanitary protection in Finland is strong. The category is dominated by big brands, leaving less share for smaller players.

Value-added launches pave the way

New launches brought value-added features to Finnish consumers. For example, the Libresse brand launched Daily Fresh Normal Black pantyliners meant for black underwear, offering extra convenience and discretion.

Bold and varied strategies guarantee attention

When it comes to boosting their sales, brands employ varied strategies. For example, the website for the domestic brand Vuokkoset allows consumers to order samples of its sanitary protection products free.

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Sanitary Protection in Finland

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection 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 Sanitary Protection industry in Finland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sanitary Protection 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 Sanitary Protection in Finland?
  • What are the major brands in Finland?
  • What are the key new product launches in the sanitary protection market?

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.

Sanitary Protection in Finland - Category analysis

HEADLINES

PROSPECTS

The ageing population and maturity are hurdles
Product safety is increasingly important
Increasing convenience and security

COMPETITIVE LANDSCAPE

Finding ways to boost sales
Value-added launches pave the way
Bold and varied strategies guarantee attention

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 3 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 4 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 5 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 6 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 7 Forecast Retail Sales of Sanitary Protection 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 8 Birth Rates 2013-2018
Table 9 Infant Population 2013-2018
Table 10 Female Population by Age 2013-2018
Table 11 Total Population by Age 2013-2018
Table 12 Households 2013-2018
Table 13 Forecast Infant Population 2018-2023
Table 14 Forecast Female Population by Age 2018-2023
Table 15 Forecast Total Population by Age 2018-2023
Table 16 Forecast Households 2018-2023

MARKET DATA

Table 17 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 18 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 20 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 21 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 23 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 25 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources