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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Finland

Jun 2020

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

The impact of the COVID-19 pandemic differs according to the category in Finland. Most types of tissue and hygiene are seeing sales increases in 2020, especially in the early weeks due to panic buying and stockpiling.

COVID-19 country impact

As of 10 May 2020, Finland had seen around 270 deaths due to COVID-19 and 6,000 cases. A state of emergency was declared due to COVID-19 on 16 March, with the authorities announcing that government-run facilities such as libraries, theatres and museums would be closed and gatherings of more than 10 people banned.

New launches respond to key demand trends like comfort and safety and quality and sustainability

Finns continued to demand efficiency, easy use, convenience, comfort and safety, high quality, eco-friendliness (also in production and packaging) and ethical (organic) products in 2019. This was reflected in new product development, with launches often incorporating biodegradable ingredients and other environmental and sustainability benefits and new technology to provide more convenience, comfort and safety to consumers.

Local players emphasise domestic origin to compete with strong multinationals

Competition remained intense in tissue and hygiene in Finland in 2019. Multinational players with well-known brands tended to have the upper hand, although smaller and domestic brands were able to carve out significant or healthy market shares.

Preventative health offers growth opportunities in wipes and retail tissue, but other factors likely to play the determinant role post COVID-19

Even before the outbreak of the COVID-19 pandemic, tissue and hygiene in Finland faced the major hurdles of maturity and high penetration levels. Moreover, the strength of private label is set to continue to exert strong price competition in the industry.

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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

New launches respond to key demand trends like comfort and safety and quality and sustainability

Local players emphasise domestic origin to compete with strong multinationals

Preventative health offers growth opportunities in wipes and retail tissue, but other factors likely to play the determinant role post COVID-19

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2017-2024
Chart 2 Tissue and Hygiene Impact of Soft Drivers on Value Sales: 2016-2024

MARKET INDICATORS

Table 1 Birth Rates 2014-2019
Table 2 Infant Population 2014-2019
Table 3 Female Population by Age 2014-2019
Table 4 Total Population by Age 2014-2019
Table 5 Households 2014-2019
Table 6 Forecast Infant Population 2019-2024
Table 7 Forecast Female Population by Age 2019-2024
Table 8 Forecast Total Population by Age 2019-2024
Table 9 Forecast Households 2019-2024

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2014-2019
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2015-2019
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2016-2019
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2014-2019
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2014-2019
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2019
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Finland

HEADLINES

PRE-COVID-19 PERFORMANCE

A declining consumer base and potential substitute stimulate company activity in 2019

Comfort, safety and ethical concerns drive new product development in 2019

Players employ innovation and new strategies to win over consumers in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2014-2019
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2014-2019
Table 21 Retail Sales of Tampons by Application Format: % Value 2014-2019
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2015-2019
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2016-2019
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2019-2024
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2019-2024

Nappies/Diapers/Pants in Finland

HEADLINES

PRE-COVID-19 PERFORMANCE

Negative birth rate hits demand for mature nappies/diapers in 2019

Demand for convenience and added value prop up sales of disposable pants

Marketing and innovation underpin ascendancy of local Muumi Baby brand in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2014-2019
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2014-2019
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2015-2019
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2016-2019
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024

Retail Adult Incontinence in Finland

HEADLINES

PRE-COVID-19 PERFORMANCE

Manufacturers look to style and comfort to cater to a widening consumer base in 2019

Players seek to lessen the stigma of incontinence by highlighting wide range of users in 2019

Innovation and new marketing strategies grow visibility of incontinence products in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2014-2019
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2014-2019
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2015-2019
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2016-2019
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024

Wipes in Finland

HEADLINES

PRE-COVID-19 PERFORMANCE

Wipes rides convenience wave to post healthy growth in 2019

New launches and packaging respond to growing ecological concerns in 2019

Local players exploit domestic origin trend to compete with multinationals in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Table 38 Retail Sales of Wipes by Category: Value 2014-2019
Table 39 Retail Sales of Wipes by Category: % Value Growth 2014-2019
Table 40 NBO Company Shares of Retail Wipes: % Value 2015-2019
Table 41 LBN Brand Shares of Retail Wipes: % Value 2016-2019
Table 42 Forecast Retail Sales of Wipes by Category: Value 2019-2024
Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2019-2024

Retail Tissue in Finland

HEADLINES

PRE-COVID-19 PERFORMANCE

Premiumisation strategies seek to grow value sales in a mature category in 2019

Trendy local and regional designs lure consumers to retail tissue products in 2019

Players use marketing to exploit the preference for domestic products in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

CATEGORY DATA

Table 44 Retail Sales of Tissue by Category: Value 2014-2019
Table 45 Retail Sales of Tissue by Category: % Value Growth 2014-2019
Table 46 NBO Company Shares of Retail Tissue: % Value 2015-2019
Table 47 LBN Brand Shares of Retail Tissue: % Value 2016-2019
Table 48 Forecast Retail Sales of Tissue by Category: Value 2019-2024
Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2019-2024

Away-From-Home Tissue and Hygiene in Finland

HEADLINES

PRE-COVID-19 PERFORMANCE

Tourism and specialised offers stimulate value growth in 2019

New lines aim to enhance work efficiency at competitive prices and lower carbon footprints in 2019

Players look to customer engagement and innovation to gain a competitive edge in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within away-from-home tissue and hygiene

Recovery and opportunities

CATEGORY DATA

Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2014-2019
Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2019
Table 53 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2014-2019
Table 54 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2014-2019
Table 55 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2014-2019
Table 56 Sales of Away-From-Home Wipers by Format through Public: % Value 2014-2019
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2014-2019
Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024

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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

New launches respond to key demand trends like comfort and safety and quality and sustainability

Local players emphasise domestic origin to compete with strong multinationals

Preventative health offers growth opportunities in wipes and retail tissue, but other factors likely to play the determinant role post COVID-19

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

New launches respond to key demand trends like comfort and safety and quality and sustainability

Local players emphasise domestic origin to compete with strong multinationals

Preventative health offers growth opportunities in wipes and retail tissue, but other factors likely to play the determinant role post COVID-19

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Finland

HEADLINES

PRE-COVID-19 PERFORMANCE

A declining consumer base and potential substitute stimulate company activity in 2019

Comfort, safety and ethical concerns drive new product development in 2019

Players employ innovation and new strategies to win over consumers in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Nappies/Diapers/Pants in Finland

HEADLINES

PRE-COVID-19 PERFORMANCE

Negative birth rate hits demand for mature nappies/diapers in 2019

Demand for convenience and added value prop up sales of disposable pants

Marketing and innovation underpin ascendancy of local Muumi Baby brand in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Retail Adult Incontinence in Finland

HEADLINES

PRE-COVID-19 PERFORMANCE

Manufacturers look to style and comfort to cater to a widening consumer base in 2019

Players seek to lessen the stigma of incontinence by highlighting wide range of users in 2019

Innovation and new marketing strategies grow visibility of incontinence products in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Wipes in Finland

HEADLINES

PRE-COVID-19 PERFORMANCE

Wipes rides convenience wave to post healthy growth in 2019

New launches and packaging respond to growing ecological concerns in 2019

Local players exploit domestic origin trend to compete with multinationals in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Retail Tissue in Finland

HEADLINES

PRE-COVID-19 PERFORMANCE

Premiumisation strategies seek to grow value sales in a mature category in 2019

Trendy local and regional designs lure consumers to retail tissue products in 2019

Players use marketing to exploit the preference for domestic products in 2019