Executive Summary

Jun 2019
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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Wipes in Finland

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Overview

Discover the latest market trends and uncover sources of future market growth for the Wipes 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 Wipes industry in Finland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wipes 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 Wipes in Finland?
  • What are the major brands in Finland?
  • What is the biggest category within household care wipes?
  • What are the key new product launches in the wipes market?

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.

Wipes in Finland - Category analysis

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 1 Retail Sales of Wipes by Category: Value 2013-2018
Table 2 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 5 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023

Tissue and Hygiene in Finland - Industry Overview

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 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources