Wipes in Finland

PROSPECTS

Scope to turnaround slowing growth

While many products in this area, such as moist toilet wipes, still have novelty value and are expected to see dynamic growth, many other types of wipes, such as general purpose wipes, have reached a high level of maturity. Limited new product development during 2017 also led to sluggish sales.

Widening variety is key

The selection of wipes is expected to continue expanding from general purpose to more specific brands. This will allow consumers to use more convenient tailor-made wipes for different surfaces in home care and for different purposes in personal wipes.

Environmental concerns need to be addressed

While convenient, wipes are facing some criticism and are a source of environmental concerns among Finnish consumers. Retailing giant Kesko’s private label line Pirkka includes intimate wipes and moist toilet wipes which carry the Nordic Ecolabel logo on packaging.

COMPETITIVE LANDSCAPE

Competition remains intense

Wipes is a relatively fragmented area, with a large number of players competing within the area. Gaining sales share is thus difficult and demands intelligent strategies.

Economy now, premium tomorrow

While most wipes available in Finland are standard, they are increasingly facing competition from economy offerings. Private label, for instance, offers rather sophisticated products at competitive prices, while blurring the line between economy and standard with products such as Nordic Ecolabel Rainbow Sensitive facial wipes.

New product development fuelling growth

New product development was rather sluggish in 2016 and 2017. The most important launch took place in August 2016, when Lotus launched moist toilet papers including unscented Lotus Pure and fragrances such as Delicate Rose with natural rose oil and Fresh Cucumber with natural cucumber extract.

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