Sanitary protection in Finland faces the hurdle of maturity. Also, the ageing population will mean fewer customers over the forecast period.
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.
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.
The competition in sanitary protection in Finland is strong. The category is dominated by big brands, leaving less share for smaller players.
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.
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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This industry report originates from Passport, our Tissue and Hygiene market research database.