Tissue and Hygiene in
Country Report
Executive Summary
Jun 2019Improving growth after hard work
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.
Efficiency above all, with bells and whistles attached
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 strong competition demands good strategies
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.
Slow shifts in distribution
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.
Improving value sales to compensate for little volume growth
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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Tissue and Hygiene in Finland
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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.
Tissue and Hygiene in Finland
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 1 Birth Rates 2013-2018Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023
SOURCES
Summary 1 Research SourcesAway-From-Home Tissue and Hygiene in Finland
HEADLINES
PROSPECTS
Positive performance expected
Opportunities in fast food
Environmental friendliness is the right path
COMPETITIVE LANDSCAPE
Offering an online service for businesses
Design details in new launches
Strong competition demands efficient strategies
CATEGORY DATA
Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2014-2018
Table 22 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2013-2018
Table 23 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2013-2018
Table 24 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2013-2018
Table 25 Sales of Away-From-Home Wipers by Format through Public: % Value 2013-2018
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 27 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 29 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023
Nappies/Diapers/Pants in Finland
HEADLINES
PROSPECTS
The negative birth rate is a hurdle
Disposable pants are increasingly popular
Environmental friendliness is a welcome bonus
COMPETITIVE LANDSCAPE
Internet retailing may offer a boost
Adding sizes is trending
Extra customer benefits to strengthen loyalty
CATEGORY DATA
Table 30 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018Table 31 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 32 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 33 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 35 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023
Retail Adult Incontinence in Finland
HEADLINES
PROSPECTS
The ageing population leads to more consumers
Confronting stigma needs to be a priority
Stylish designs appeal
COMPETITIVE LANDSCAPE
More entrants are possible
New product developments set new standards
Offering services and widening targeting will pay off
CATEGORY DATA
Table 36 Sales of Retail Adult Incontinence by Category: Value 2013-2018Table 37 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 38 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 39 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 40 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 41 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023
Retail Tissue in Finland
HEADLINES
PROSPECTS
Premium and eco-friendly products to battle maturity
Tissue products with a story
Nordic design appeals
COMPETITIVE LANDSCAPE
Domestic dominance
Private label versus brands
Style and functionality in packaging
CATEGORY DATA
Table 42 Retail Sales of Tissue by Category: Value 2013-2018Table 43 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 44 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 45 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 46 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 47 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023
Sanitary Protection in Finland
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 48 Retail Sales of Sanitary Protection by Category: Value 2013-2018Table 49 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 50 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 51 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 52 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 53 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 54 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023
Wipes in Finland
HEADLINES
PROSPECTS
Sales are in danger of cooling down
Meeting sensitive skin concerns
Environmental concerns are pressing
COMPETITIVE LANDSCAPE
Domestic origin brands in the fight against multinational brands
Value-added features in new launches
New areas to conquer?
CATEGORY DATA
Table 55 Retail Sales of Wipes by Category: Value 2013-2018Table 56 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 57 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 58 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 59 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 60 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023
Related Reports
- Sustainability in Disposable Hygiene: Meeting Current and Future Challenges | Nov 2019
- Strategic Opportunities Within Private Label in Tissue and Hygiene | Oct 2019
- Adult Incontinence in Asia Pacific | Oct 2019
- Adult Incontinence in Eastern Europe | Sep 2019
- Nappies/Diapers and pants in the Middle East and Africa | Sep 2019