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Tissue and Hygiene in Finland

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Whilst some stockpiling at the start of COVID-19 led to value sales growth in 2020, the same cannot be said in 2021. Tissue and hygiene did not benefit from any stockpiling behaviours in 2021. Thus, as sales normalised, the overall category will record a small value decline but remain above 2019 levels. Nonetheless, new and increased hygiene standards continue to boost the sales of many tissue and hygiene categories, especially those with products that contain disinfecting qualities.

Euromonitor International's Tissue and Hygiene in Finland report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2017-2021, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2026 illustrate how the market is set to change.

Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

Get a detailed picture of the Tissue and Hygiene market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.
Product Code: DPPFI

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

Tissue and hygiene in 2021: The big picture 2021 key trends Competitive landscape Retailing developments What next for tissue and hygiene? CHART 1 Retail Tissue and Hygiene Value Sales Growth Scenarios: 2019-2026 CHART 2 Retail Tissue and Hygiene Impact of Drivers on Value Sales: 2019-2026

MARKET INDICATORS

Table 1 Birth Rates 2016-2021 Table 2 Infant Population 2016-2021 Table 3 Female Population by Age 2016-2021 Table 4 Total Population by Age 2016-2021 Table 5 Households 2016-2021 Table 6 Forecast Infant Population 2021-2026 Table 7 Forecast Female Population by Age 2021-2026 Table 8 Forecast Total Population by Age 2021-2026 Table 9 Forecast Households 2021-2026

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2016-2021 Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2016-2021 Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2017-2021 Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2018-2021 Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2016-2021 Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2016-2021 Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2021 Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2021-2026 Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2021-2026

DISCLAIMER

SOURCES

Summary 1 Research Sources

SANITARY PROTECTION IN FINLAND

KEY DATA FINDINGS

2021 DEVELOPMENTS

Pandemic has limited impact on category sales Efficiency remains major selling point, though organic trend is rising Major players lead, however, price-sensitivity sees private label stealing share

PROSPECTS AND OPPORTUNITIES

Slow volume and value growth, driven by product innovations Comfort, safety, and ethical concerns set to shape innovation over coming years Brands to continue focusing campaigns on body positivity and removing stigma

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2016-2021 Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2016-2021 Table 21 Retail Sales of Tampons by Application Format: % Value 2016-2021 Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2017-2021 Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2018-2021 Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2021-2026 Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2021-2026

NAPPIES/DIAPERS/PANTS IN FINLAND

KEY DATA FINDINGS

2021 DEVELOPMENTS

Category sales remain more dependent on birth rates than effect of COVID-19 Consumers balance price benefits against environmental concerns Multinationals lose share to domestic and private label players

PROSPECTS AND OPPORTUNITIES

Price-sensitivity anticipated to boost sales for private label lines Muumi will continue to grow thanks to range of benefits including domestic origin, eco-friendliness, and strong subscription model Major players expected to focus on social media strategies and giveaways to boost brand loyalty

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2016-2021 Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2016-2021 Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2017-2021 Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2018-2021 Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2021-2026 Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2021-2026

RETAIL ADULT INCONTINENCE IN FINLAND

KEY DATA FINDINGS

2021 DEVELOPMENTS

Category continues to grow with efficiency remaining the key selling point Essity retains its high-value share thanks to new launches, tailor-made solutions for different consumer groups and strong Tena website Private label is increasingly improving its product range and gaining share

PROSPECTS AND OPPORTUNITIES

Positive prospects for category thanks to aging population in Finland Weight, pregnancy, and diabetes will continue to drive growth for retail adult incontinence products Design features and sustainability to shape future product innovation

CATEGORY DATA

Table 45 Sales of Retail Adult Incontinence by Category: Value 2016-2021 Table 46 Sales of Retail Adult Incontinence by Category: % Value Growth 2016-2021 Table 47 NBO Company Shares of Retail Adult Incontinence: % Value 2017-2021 Table 48 LBN Brand Shares of Retail Adult Incontinence: % Value 2018-2021 Table 49 Forecast Sales of Retail Adult Incontinence by Category: Value 2021-2026 Table 50 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2021-2026

WIPES IN FINLAND

KEY DATA FINDINGS

2021 DEVELOPMENTS

Hygiene drives sales and leads to a range of new product launches Naturalness and biodegradability are growing trends in wipes Local players focus on their domestic origin to compete against multinationals

PROSPECTS AND OPPORTUNITIES

Steady growth expected with domestic brands set to continue benefitting from desire for local products New launches expected to align with the ecological and sensitive skin trend Private label set to gain ground thanks to its appealing price-quality ratios and improving quality

CATEGORY DATA

Table 32 Retail Sales of Wipes by Category: Value 2016-2021 Table 33 Retail Sales of Wipes by Category: % Value Growth 2016-2021 Table 34 NBO Company Shares of Retail Wipes: % Value 2017-2021 Table 35 LBN Brand Shares of Retail Wipes: % Value 2018-2021 Table 36 Forecast Retail Sales of Wipes by Category: Value 2021-2026 Table 37 Forecast Retail Sales of Wipes by Category: % Value Growth 2021-2026

RETAIL TISSUE IN FINLAND

KEY DATA FINDINGS

2021 DEVELOPMENTS

Remote working and increased time at home lead to continued category growth Hygiene and bulk retail tissue solutions are launched by major players Korpela Paper continues to benefit from competitive prices, sustainability claims, and unique delivery model

PROSPECTS AND OPPORTUNITIES

Domestic origin and social responsibility will continue to drive sales for local brands Premium strategies support value growth across the forecast period Regional designs and eco-friendliness will continue to appeal to consumers

CATEGORY DATA

Table 51 Retail Sales of Tissue by Category: Value 2016-2021 Table 52 Retail Sales of Tissue by Category: % Value Growth 2016-2021 Table 53 NBO Company Shares of Retail Tissue: % Value 2017-2021 Table 54 LBN Brand Shares of Retail Tissue: % Value 2018-2021 Table 55 Forecast Retail Sales of Tissue by Category: Value 2021-2026 Table 56 Forecast Retail Sales of Tissue by Category: % Value Growth 2021-2026

AWAY-FROM-HOME TISSUE AND HYGIENE IN FINLAND

KEY DATA FINDINGS

2021 DEVELOPMENTS

Ongoing COVID-19 restrictions lead to continued low demand in AFH tissue AFH adult incontinence records growth as hospital visits increase during 2020 Efficiency, safety, and eco-friendliness drive demand

PROSPECTS AND OPPORTUNITIES

Return of tourism and socialising will boost growth for AFH tissue Product innovations expected to focus on hygiene and efficiency Players focus on broadening portfolios and increasing customer loyalty

CATEGORY DATA

Table 38 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2016-2021 Table 39 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2016-2021 Table 40 Sales of Away-From-Home Paper Towels by Type: % Value 2016-2021 Table 41 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2016-2021 Table 42 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2021 Table 43 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2021-2026 Table 44 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2021-2026