Competitive Landscape
Procter & Gamble Finland Oy and Essity Finland Ab Oy Sustain Leadership through Trust and Broad Portfolios
Menstrual care in Finland remains highly concentrated in 2025, with Procter & Gamble Finland Oy holding a value share of 33% and Essity Finland Ab Oy at 21%, together representing more than half of total retail value sales. The continued dominance of Procter & Gamble and Essity is rooted in their strong brand recognition, well-established trust among Finnish consumers, and comprehensive portfolios covering a wide range of menstrual care needs.
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Overview:
Understand the latest market trends and future growth opportunities for the Menstrual Care industry in Finland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Menstrual Care industry in Finland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Menstrual Care in Finland report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Menstrual Care in Finland?
- Which are the leading brands in Menstrual Care in Finland?
- How are products distributed in Menstrual Care in Finland?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Menstrual Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Menstrual Care in Finland - Category analysis
Key Data Insights
Libresse Elevates Reusable Options as Consumers Trade up for Comfort
Libresse Elevates Reusable Options as Consumers Trade up for Comfort
Pantyliners Remain the Everyday Choice as Functional Upgrades Gain Traction
Younger and Urban Consumers Set to Accelerate Shift to Reusable Routines
Pantyliners to Sustain Daily Relevance While Absorbent Underwear Outpaces Growth
Procter & Gamble Finland Oy and Essity Finland Ab Oy Sustain Leadership through Trust and Broad Portfolios
Hypermarkets and Supermarkets Drive Routine Purchasing and Value Growth
Retail E-Commerce Accelerates but Remains a Secondary Choice
Tissue and Hygiene in Finland - Industry Overview
S Group and Kesko Drive Private Label Resilience through Pricing
Key Data Insights
S Group and Kesko Drive Private Label Resilience through Pricing
Household Demand Drives Retail Tissue in Finland
Sustainability-Led Premiumisation Reshapes Wipes and Nappies/Diapers
Clean Innovation Sets Naty Ab Apart in Baby Care
Domestic Producers Set to Leverage Supply Security to Build Trust and Resilience
Retail Tissue to Retain Lead as Adult Incontinence Accelerates on Demographic Shift
Essity Ab Defends Leadership as Private Label Intensifies Competition
Supermarkets and Hypermarkets Retain Shopper Loyalty through Reliability
Country Reports Disclaimer
The following categories and subcategories are included:
Menstrual Care
- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
Menstrual Care
This is the aggregation of tampons, towels, and pantyliners. Intimate Wipes are not counted in. To see the market size that combines menstrual care and intimate wipes, please select Menstrual Care Including Intimate Wipes.
See all of our definitionsWhy 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 report originates from Passport, our Menstrual Care research and analysis database.
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