Retail tissue and hygiene in Finland continued to struggle with maturity in 2018, challenging manufacturers to be creative with design and innovative with new product development, whilst also investing in marketing and promotional activities. New technology claims, increasing environmental friendliness, safer allergen-free options and increasingly easy-use and value-added products helped to stay ahead of the competition, as volume sales were hard to come by.
When looking at key trends in tissue and hygiene, the improving economy lent a helping hand and paved the way for value-added products to succeed, helping companies in their crusade against maturity. Whilst above all, tissue and hygiene products needed to deliver convenience and efficiency, attention to details such as design helped to win over consumers and make products stand out.
The competitive environment in tissue and hygiene remained intense in Finland in 2018. This demanded well-considered and innovative strategies, as keeping up with the competition could not be taken for granted.
Distribution channels saw relative stability in Finland in 2018. Hypermarkets and supermarkets are preferred channels to shop for tissue and hygiene products, allowing consumers to compare products due to their wide selections, and take advantage of price promotions.
The performance of tissue and hygiene in the forecast period is looking up, with better retail current value growth when compared with the review period. Whilst most categories will continue to face the hurdle of maturity, the improving economy will allow consumers to purchase more premium products, helping companies to invigorate their value sales, whilst volume sales face stagnation.
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This industry report originates from Passport, our Tissue and Hygiene market research database.