Wipes in Finland

PROSPECTS

Sales are in danger of cooling down

Although there is still room for growth for wipes in Finland, and volume and value growth are expected to remain positive, development is at risk of slowing down, as the best growth is expected to have already been seen. However, as the economy is expected to grow, this could benefit sales.

Meeting sensitive skin concerns

The newly launched Libero Hand & Face wipes brand for babies is free from scent and alcohol, whilst containing Nordic rapeseed oil to deliver the necessary care. This was a good move, as Finnish parents’ concerns were addressed with a safer option.

Environmental concerns are pressing

Disposable wipes spark sustainability and waste concerns in Finland, which need to be addressed by manufacturers. For instance, the packaging for Libero Hand & Face wipes features the Nordic Ecolabel, indicating environmental friendliness.

COMPETITIVE LANDSCAPE

Domestic origin brands in the fight against multinational brands

As the competition is strong in wipes, different strategies are used to get ahead. Local players take advantage of the domestic origin trend by stressing local production with the Key Flag symbol.

Value-added features in new launches

New product development was relatively slow in wipes in 2018. Nonetheless, value-added features continued to feature in new products.

New areas to conquer?

The Lotus brand set out to conquer new product categories and reach a wider consumer base when it launched moist toilet wipes Lotus Kostea. In 2018, this product was marketed as convenient in the summer heat, during the winter when battling dry skin, during menstruation, or when travelling or on holiday, as well as in general to feel cleaner and fresher.

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