Table of Content

Tissue and Hygiene in Finland
Euromonitor International
March 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on tissue and hygiene
COVID-19 country impact
Company response
Retailing shift
What next for tissue and hygiene?
CHART 1 Tissue and Hygiene Value Sales Growth Scenarios: 2018-2025
CHART 2 Tissue and Hygiene Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
Table 1 Birth Rates 2015-2020
Table 2 Infant Population 2015-2020
Table 3 Female Population by Age 2015-2020
Table 4 Total Population by Age 2015-2020
Table 5 Households 2015-2020
Table 6 Forecast Infant Population 2020-2025
Table 7 Forecast Female Population by Age 2020-2025
Table 8 Forecast Total Population by Age 2020-2025
Table 9 Forecast Households 2020-2025
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2015-2020
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Despite stockpiling behaviours, sales decline as price-sensitivity heightens
The Nomia Cup increases its awareness, boosting the competition from reusable products
Major players lead, however, price-sensitivity sees private label stealing share
RECOVERY AND OPPORTUNITIES
Slow volume and value growth, driven by product innovations
Lowering VAT would impact the landscape across the forecast period
Comfort, safety and ethical concerns shape innovation across the coming years
CATEGORY DATA
Table 19 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 21 Retail Sales of Tampons by Application Format: % Value 2015-2020
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Stockpiling drives growth as vulnerable consumers migrate to e-commerce
Age, weight, pregnancy and diabetes continue to drive growth for retail adult incontinence
Essity retains its high-value share, as private label takes the lead of retail volume sales
RECOVERY AND OPPORTUNITIES
Value growth continues to rise as e-commerce gains relevance and share
Sustainability and design features shape product innovation
Players focus on a wide range of users, targeting men across the forecast period
CATEGORY DATA
Table 26 Sales of Retail Adult Incontinence by Category: Value 2015-2020
Table 27 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020
Table 28 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020
Table 29 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020
Table 30 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025
Table 31 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Hygiene drives sales; however, a lack of socialising leads to a decline in personal wipes
Innovation focuses on convenience and sustainability, responding to consumers demands
Local players focus on their domestic origin to compete against multinationals
RECOVERY AND OPPORTUNITIES
Private label gains ground, offering appealing price-quality ratios
Domestic players benefit from the trend to support local products
New launches align with the growing ecological trend and demand for sensitive skin needs
CATEGORY DATA
Table 32 Retail Sales of Wipes by Category: Value 2015-2020
Table 33 Retail Sales of Wipes by Category: % Value Growth 2015-2020
Table 34 NBO Company Shares of Retail Wipes: % Value 2016-2020
Table 35 LBN Brand Shares of Retail Wipes: % Value 2017-2020
Table 36 Forecast Retail Sales of Wipes by Category: Value 2020-2025
Table 37 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
An increasing interest in hygiene and stockpiling boosts sales in 2020
Quality and design are key features that drive sales in retail tissue
Local products focus on domestic origin as private label gains share
RECOVERY AND OPPORTUNITIES
The domestic trend strengthens following the outbreak of COVID-19
Premium strategies support value growth across the forecast period
Local and regional designs appeal to consumers in Finland
CATEGORY DATA
Table 38 Retail Sales of Tissue by Category: Value 2015-2020
Table 39 Retail Sales of Tissue by Category: % Value Growth 2015-2020
Table 40 NBO Company Shares of Retail Tissue: % Value 2016-2020
Table 41 LBN Brand Shares of Retail Tissue: % Value 2017-2020
Table 42 Forecast Retail Sales of Tissue by Category: Value 2020-2025
Table 43 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
The lockdown and ongoing COVID-19 restrictions lead to a decline in AFH tissue
AFH adult incontinence records growth as hospital visits increase during 2020
Efficiency, safety and eco-friendly qualities were important during 2020
RECOVERY AND OPPORTUNITIES
The return of tourism and socialising boosts growth for AFH tissue
Players focus on efficacy, domestic origin and sustainability
Toilet paper sales remain key in AFH tissue, boosting growth in the landscape
CATEGORY DATA
Table 44 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020
Table 45 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 46 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2020
Table 47 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2015-2020
Table 48 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2015-2020
Table 49 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2015-2020
Table 50 Sales of Away-From-Home Wipers by Format through Public: % Value 2015-2020
Table 51 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020
Table 52 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 53 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2020-2025
Table 54 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Stockpiling does not impact overall sales, however, consumers migrate to e-commerce
Declining volume sales lead players to focus on premium features to boost value sales
Multinationals lose share to domestic and private label players
RECOVERY AND OPPORTUNITIES
Price-sensitivity continues to boost sales for private label lines
Major players focus on social media strategies and giveaways to boost brand loyalty
Demand for convenience and added value will boost sales of disposable pants
CATEGORY DATA
Table 55 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020
Table 56 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020
Table 57 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020
Table 58 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020
Table 59 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025
Table 60 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025