Tissue and Hygiene in Finland

Best Price Guarantee	Length	Publisher	Published Date	SKU
from $2,925	51 Pages	Euromonitor International	March, 2025	EP19892292

Best Price Guarantee
Price	from $2,925
Length	51 Pages
Publisher	Euromonitor International
Published Date	March, 2025
SKU	EP19892292

Three main factors influenced the tissue and hygiene market in Finland in 2024. The first was demographic shifts, with population growth and an ageing society driving demand in key categories, including adult incontinence and away-from-home hygiene products. Secondly, innovation played a central role, with manufacturers prioritising efficacy, sustainability, and premium product development to meet evolving consumer expectations. Lastly, cost-of-living pressures shaped purchasing behaviour, leadi...

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 2020-2024, 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 2029 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
Euromonitor International
March 2025
List Of Contents And Tables
TISSUE AND HYGIENE IN FINLAND
EXECUTIVE SUMMARY
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
MARKET INDICATORS: Table 1 Birth Rates 2019-2024; Table 2 Infant Population 2019-2024; Table 3 Female Population by Age 2019-2024; Table 4 Total Population by Age 2019-2024; Table 5 Households 2019-2024; Table 6 Forecast Infant Population 2024-2029; Table 7 Forecast Female Population by Age 2024-2029; Table 8 Forecast Total Population by Age 2024-2029; Table 9 Forecast Households 2024-2029
MARKET DATA: Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024; Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024; Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024; Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024; Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024; Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024; Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024; Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029; Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES: Summary 1 Research Sources
MENSTRUAL CARE IN FINLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Relative stability due to the essential nature of menstrual care products
Brand loyalty and innovation ensure Always maintains its lead in 2024
Extensive national presence and strong consumer reach of hypermarkets and supermarkets
PROSPECTS AND OPPORTUNITIES
More consumers to switch to reusable options, impacting future growth
Grocery retailers strengthen their omnichannel strategies
Innovation focus on wellbeing and sustainability concerns
CATEGORY DATA: Table 19 Retail Sales of Menstrual Care by Category: Value 2019-2024; Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024; Table 21 Retail Sales of Tampons by Application Format: % Value 2019-2024; Table 22 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024; Table 23 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024; Table 24 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029; Table 25 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
NAPPIES/DIAPERS/PANTS IN FINLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Nappies/diapers/pants faces pressure as consumers are increasingly price-conscious
Essity’s dominance is built on its trusted reputation and strong customer loyalty
Consumers appreciate the wide product selection, competitive pricing, and convenience of hypermarkets and supermarkets
PROSPECTS AND OPPORTUNITIES
Rising birth rate and innovation support growth
E-commerce expansion as grocery retailers enhance their digital offerings
Innovation to focus on enhancing performance, convenience, and sustainability
CATEGORY DATA: Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024; Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024; Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024; Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024; Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029; Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
RETAIL ADULT INCONTINENCE IN FINLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Ageing population supports demand in 2024
Strong brand reputation, extensive product range, and continuous innovation ensure Tena maintains its lead
Older consumers’ preference for physical stores benefits hypermarkets
PROSPECTS AND OPPORTUNITIES
Growth driven by rising consumer base as the population ages
E-commerce offers discretion and convenience
Innovation will focus on enhancing comfort, discretion, and skin health
CATEGORY DATA: Table 32 Sales of Retail Adult Incontinence by Category: Value 2019-2024; Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024; Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024; Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024; Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029; Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
RX/REIMBURSEMENT ADULT INCONTINENCE IN FINLAND
2024 DEVELOPMENTS
Ageing population and rising obesity fuel demand in 2024
Tena leads, offering a broad range of products to meet the diverse needs of patients and caregivers
Streamlined process ensures individuals receive the appropriate incontinence products efficiently and discreetly
PROSPECTS AND OPPORTUNITIES
Consumer base expansion and demand for high-quality products support future growth
Innovation focus on improved comfort and absorbency, and sustainability concerns
Efficient distribution model expected to remain unchanged
CATEGORY DATA: Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2019-2024; Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2019-2024; Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2024-2029; Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2024-2029
WIPES IN FINLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Wipes appeal, offering convenience, efficiency, and ease of use
Private label leads due to its affordability and improving quality
Dynamic discounters benefit from lower prices and frequent promotions
PROSPECTS AND OPPORTUNITIES
Shift to private label and discounters as consumers prioritise price over brand loyalty
Accelerated e-commerce growth due to rising urbanisation
Movement towards sustainable and high-performance wipes
CATEGORY DATA: Table 42 Retail Sales of Wipes by Category: Value 2019-2024; Table 43 Retail Sales of Wipes by Category: % Value Growth 2019-2024; Table 44 NBO Company Shares of Retail Wipes: % Value 2020-2024; Table 45 LBN Brand Shares of Retail Wipes: % Value 2021-2024; Table 46 Forecast Retail Sales of Wipes by Category: Value 2024-2029; Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
RETAIL TISSUE IN FINLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Value growth supported by premiumisation and sustainability-focused innovations
Lotus leads due to its strong reputation, wide availability, and commitment to quality and innovation
E-commerce benefits from subscription models, delivery, and a wider assortment
PROSPECTS AND OPPORTUNITIES
Shift to private label puts downward pressure on value sales
Dynamic growth of e-commerce due to its convenience and competitive pricing
Innovation to focus on enhancing convenience, sustainability, and functionality
CATEGORY DATA: Table 48 Retail Sales of Tissue by Category: Value 2019-2024; Table 49 Retail Sales of Tissue by Category: % Value Growth 2019-2024; Table 50 NBO Company Shares of Retail Tissue: % Value 2020-2024; Table 51 LBN Brand Shares of Retail Tissue: % Value 2021-2024; Table 52 Forecast Retail Sales of Tissue by Category: Value 2024-2029; Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
AWAY-FROM-HOME TISSUE AND HYGIENE IN FINLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Rising prices support value growth in 2024
AFH adult incontinence fuelled by ageing population and greater awareness
Innovation focuses on sustainability, efficiency, and enhanced hygiene
PROSPECTS AND OPPORTUNITIES
High hygiene standards to drive demand
Sustainability trend will influence new product developments
Data-driven innovation
CATEGORY DATA: Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024; Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024; Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2019-2024; Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024; Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024; Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029; Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029