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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Finland

Mar 2021

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

Due to the outbreak of COVID-19 in 2020, the government installed a lockdown period which started in March. The announcement of the lockdown led to consumers stockpiling essential goods, with many wary that the virus would lead to supply issues or that they would have to isolate for a period of time, requiring a supply of essential goods within the home.

COVID-19 country impact

A state of emergency was declared due to COVID-19 on 16 March in Finland, with the authorities announcing that government-run facilities such as libraries, theatres and museums would be closed, and gatherings of more than 10 people were banned. This also saw preparations being made to close the country’s borders, with people returning to Finland being placed under a 2-week quarantine.

Company response

In response to the outbreak of COVID-19 and supply shortages due to stockpiling, the Essity factory in Finland was working 24/7 to keep up with the supply, and the Nokia tissue factory reacted quickly to the pandemic, employing more staff from March 2020.

Retailing shift

Due to the outbreak of COVID-19 in the country, online sales grew, with e-commerce recording 5% share in 2020, compared to 2% in 2019. The e-commerce platform started to see a rise in sales during the lockdown period, with consumers keen to limit their time in public, perceiving the channel as a safer form of retailing.

What next for tissue and hygiene?

Retail tissue and hygiene is set to record a decline in 2021, following the uplift in growth seen in 2020 due to stockpiling behaviour and home seclusion. While volume sales are expected to normalise in per capita terms, the value sales in 2021 and 2022 are expected to take a hit from the economic instability.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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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.

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Finland for free:

The Tissue and Hygiene 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 Tissue and Hygiene in Finland?
What are the major brands in Finland?
What are the most dynamic tissue and hygiene categories?
What are the major markets for tissue products sales?
What are the major markets for hygiene products sales?

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.

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Tissue and Hygiene in Finland

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2018-2025
Chart 2 Tissue and Hygiene Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Birth Rates 2015-2020
Table 2 Infant Population 2015-2020
Table 3 Female Population by Age 2015-2020
Table 4 Total Population by Age 2015-2020
Table 5 Households 2015-2020
Table 6 Forecast Infant Population 2020-2025
Table 7 Forecast Female Population by Age 2020-2025
Table 8 Forecast Total Population by Age 2020-2025
Table 9 Forecast Households 2020-2025

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2015-2020
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Finland

KEY DATA FINDINGS

2020 IMPACT

Despite stockpiling behaviours, sales decline as price-sensitivity heightens

The Nomia Cup increases its awareness, boosting the competition from reusable products

Major players lead, however, price-sensitivity sees private label stealing share

RECOVERY AND OPPORTUNITIES

Slow volume and value growth, driven by product innovations

Lowering VAT would impact the landscape across the forecast period

Comfort, safety and ethical concerns shape innovation across the coming years

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 21 Retail Sales of Tampons by Application Format: % Value 2015-2020
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025

Retail Adult Incontinence in Finland

KEY DATA FINDINGS

2020 IMPACT

Stockpiling drives growth as vulnerable consumers migrate to e-commerce

Age, weight, pregnancy and diabetes continue to drive growth for retail adult incontinence

Essity retains its high-value share, as private label takes the lead of retail volume sales

RECOVERY AND OPPORTUNITIES

Value growth continues to rise as e-commerce gains relevance and share

Sustainability and design features shape product innovation

Players focus on a wide range of users, targeting men across the forecast period

CATEGORY DATA

Table 26 Sales of Retail Adult Incontinence by Category: Value 2015-2020
Table 27 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020
Table 28 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020
Table 29 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020
Table 30 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025
Table 31 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025

Wipes in Finland

KEY DATA FINDINGS

2020 IMPACT

Hygiene drives sales; however, a lack of socialising leads to a decline in personal wipes

Innovation focuses on convenience and sustainability, responding to consumers demands

Local players focus on their domestic origin to compete against multinationals

RECOVERY AND OPPORTUNITIES

Private label gains ground, offering appealing price-quality ratios

Domestic players benefit from the trend to support local products

New launches align with the growing ecological trend and demand for sensitive skin needs

CATEGORY DATA

Table 32 Retail Sales of Wipes by Category: Value 2015-2020
Table 33 Retail Sales of Wipes by Category: % Value Growth 2015-2020
Table 34 NBO Company Shares of Retail Wipes: % Value 2016-2020
Table 35 LBN Brand Shares of Retail Wipes: % Value 2017-2020
Table 36 Forecast Retail Sales of Wipes by Category: Value 2020-2025
Table 37 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025

Retail Tissue in Finland

KEY DATA FINDINGS

2020 IMPACT

An increasing interest in hygiene and stockpiling boosts sales in 2020

Quality and design are key features that drive sales in retail tissue

Local products focus on domestic origin as private label gains share

RECOVERY AND OPPORTUNITIES

The domestic trend strengthens following the outbreak of COVID-19

Premium strategies support value growth across the forecast period

Local and regional designs appeal to consumers in Finland

CATEGORY DATA

Table 38 Retail Sales of Tissue by Category: Value 2015-2020
Table 39 Retail Sales of Tissue by Category: % Value Growth 2015-2020
Table 40 NBO Company Shares of Retail Tissue: % Value 2016-2020
Table 41 LBN Brand Shares of Retail Tissue: % Value 2017-2020
Table 42 Forecast Retail Sales of Tissue by Category: Value 2020-2025
Table 43 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025

Away-From-Home Tissue and Hygiene in Finland

KEY DATA FINDINGS

2020 IMPACT

The lockdown and ongoing COVID-19 restrictions lead to a decline in AFH tissue

AFH adult incontinence records growth as hospital visits increase during 2020

Efficiency, safety and eco-friendly qualities were important during 2020

RECOVERY AND OPPORTUNITIES

The return of tourism and socialising boosts growth for AFH tissue

Players focus on efficacy, domestic origin and sustainability

Toilet paper sales remain key in AFH tissue, boosting growth in the landscape

CATEGORY DATA

Table 44 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020
Table 45 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 46 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2020
Table 47 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2015-2020
Table 48 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2015-2020
Table 49 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2015-2020
Table 50 Sales of Away-From-Home Wipers by Format through Public: % Value 2015-2020
Table 51 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020
Table 52 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 53 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2020-2025
Table 54 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025

Nappies/Diapers/Pants in Finland

KEY DATA FINDINGS

2020 IMPACT

Stockpiling does not impact overall sales, however, consumers migrate to e-commerce

Declining volume sales lead players to focus on premium features to boost value sales

Multinationals lose share to domestic and private label players

RECOVERY AND OPPORTUNITIES

Price-sensitivity continues to boost sales for private label lines

Major players focus on social media strategies and giveaways to boost brand loyalty

Demand for convenience and added value will boost sales of disposable pants

CATEGORY DATA

Table 55 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020
Table 56 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020
Table 57 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020
Table 58 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020
Table 59 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025
Table 60 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025

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Megatrends

Country Report

Tissue and Hygiene in Finland

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Tissue and Hygiene in Finland

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Finland

KEY DATA FINDINGS

2020 IMPACT

Despite stockpiling behaviours, sales decline as price-sensitivity heightens

The Nomia Cup increases its awareness, boosting the competition from reusable products

Major players lead, however, price-sensitivity sees private label stealing share

RECOVERY AND OPPORTUNITIES

Slow volume and value growth, driven by product innovations

Lowering VAT would impact the landscape across the forecast period

Comfort, safety and ethical concerns shape innovation across the coming years

CATEGORY DATA

Retail Adult Incontinence in Finland

KEY DATA FINDINGS

2020 IMPACT

Stockpiling drives growth as vulnerable consumers migrate to e-commerce

Age, weight, pregnancy and diabetes continue to drive growth for retail adult incontinence

Essity retains its high-value share, as private label takes the lead of retail volume sales

RECOVERY AND OPPORTUNITIES

Value growth continues to rise as e-commerce gains relevance and share

Sustainability and design features shape product innovation

Players focus on a wide range of users, targeting men across the forecast period

CATEGORY DATA

Wipes in Finland

KEY DATA FINDINGS

2020 IMPACT

Hygiene drives sales; however, a lack of socialising leads to a decline in personal wipes

Innovation focuses on convenience and sustainability, responding to consumers demands

Local players focus on their domestic origin to compete against multinationals

RECOVERY AND OPPORTUNITIES

Private label gains ground, offering appealing price-quality ratios

Domestic players benefit from the trend to support local products

New launches align with the growing ecological trend and demand for sensitive skin needs

CATEGORY DATA

Retail Tissue in Finland

KEY DATA FINDINGS

2020 IMPACT

An increasing interest in hygiene and stockpiling boosts sales in 2020

Quality and design are key features that drive sales in retail tissue

Local products focus on domestic origin as private label gains share

RECOVERY AND OPPORTUNITIES

The domestic trend strengthens following the outbreak of COVID-19

Premium strategies support value growth across the forecast period

Local and regional designs appeal to consumers in Finland

CATEGORY DATA

Away-From-Home Tissue and Hygiene in Finland

KEY DATA FINDINGS

2020 IMPACT

The lockdown and ongoing COVID-19 restrictions lead to a decline in AFH tissue

AFH adult incontinence records growth as hospital visits increase during 2020

Efficiency, safety and eco-friendly qualities were important during 2020