Tissue and Hygiene in Finland

March 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Finland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Away-From-Home Tissue and Hygiene
  • Retail Adult Incontinence
  • Nappies/Diapers/Pants
  • Sanitary Protection
  • Wipes
  • Retail Tissue
  • RX/Reimbursement Adult Incontinence

If you're in the Tissue and Hygiene industry in Finland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Tissue and Hygiene in Finland report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Tissue and Hygiene in Finland?
  • Which are the leading brands in Tissue and Hygiene in Finland?
  • How are products distributed in Tissue and Hygiene in Finland?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Tissue and Hygiene products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

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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This report originates from Passport, our Tissue and Hygiene research and analysis database.

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