Competitive Landscape
Essity Ab and Procter & Gamble Finland Oy Sustain Lead as Cautious Consumers Favour Established Brands
The nappies/diapers/pants landscape in Finland remains highly concentrated, with the top three companies together holding more than 80% value share in 2025. Essity AB leads with a 42% value share, followed by Procter & Gamble Finland Oy at 25% and Delipap Oy at 15%.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants 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 Nappies/Diapers/Pants 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 Nappies/Diapers/Pants 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 Nappies/Diapers/Pants in Finland?
- Which are the leading brands in Nappies/Diapers/Pants in Finland?
- How are products distributed in Nappies/Diapers/Pants 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 Nappies/Diapers/Pants products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Nappies/Diapers/Pants in Finland - Category analysis
Key Data Insights
Libero Secures Value Growth with Premium-Focused Upgrades
Libero Secures Value Growth with Premium-Focused Upgrades
Disposable Pants Drive Growth as Nappies Volumes Decline
Premium Upgrades and Functional Innovation Will Sustain Brand Loyalty
Disposable Pants to Capture Growth as Parents Shift to Convenience
Essity Ab and Procter & Gamble Finland Oy Sustain Lead as Cautious Consumers Favour Established Brands
Hypermarkets and Supermarkets Maintain Dominance as Families Prioritise Convenience and Variety
E-Commerce Growth Driven by Affordability and Convenience
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:
Nappies/Diapers/Pants
- Disposable Pants
-
- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
Nappies/Diapers/Pants
This is the aggregation of nappies, diapers and pants
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 Nappies/Diapers/Pants research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!