Competitive Landscape
Essity Reinforces Brand Trust to Sustain Dominant Position
Retail adult incontinence in Finland remains highly concentrated in 2025, with Essity AB commanding 65% value share. Kesko Oyj follows with 13% share, while S Group holds 11%.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence 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 Retail Adult Incontinence 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 Retail Adult Incontinence 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 Retail Adult Incontinence in Finland?
- Which are the leading brands in Retail Adult Incontinence in Finland?
- How are products distributed in Retail Adult Incontinence 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 Retail Adult Incontinence products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Retail Adult Incontinence in Finland - Category analysis
Key Data Insights
Essity Ab Leverages Premium Innovation to Sustain Value Growth
Essity Ab Leverages Premium Innovation to Sustain Value Growth
Older Adults Drive Light Incontinence Sales as Everyday Needs Persist
Tena Challenges Stigma with Inclusive Campaigns and Product Design
Supermarkets and E-Commerce to Expand Reach as Older Adults Shop Independently
Discreet Design and Branding Will Win as Stigma Fades among Active Users
Essity Reinforces Brand Trust to Sustain Dominant Position
Hypermarkets and Supermarkets Consolidate Leadership through Convenience and Assortment
Retail E-Commerce Attracts Repeat Buyers with Privacy and Delivery
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:
Retail Adult Incontinence
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
Retail Adult Incontinence
Includes a variety of protective products for different levels of bladder or bowl adult incontinence. Products with different levels of absorbency are covered, including pads, pants/protective underwear, briefs, undergarments and pant/pad systems.
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 Retail Adult Incontinence research and analysis database.
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