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Tissue and Hygiene in Finland

Tissue and Hygiene in Finland

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.

Tissue and Hygiene in Finland

List Of Contents And Tables

TISSUE AND HYGIENE IN FINLAND
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

Report Title: Tissue and Hygiene in Finland


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