Select Country Report
S Group and Kesko Drive Private Label Resilience through Pricing
Finland’s tissue and hygiene market in 2025 demonstrates resilience and steady value progression, outpacing most Western European peers in maintaining consumer loyalty to trusted brands and private label amid a backdrop of modest economic growth and high cost sensitivity. The landscape remains highly consolidated, with leading companies sustaining market share through diversified portfolios, operational reliability and a strong emphasis on sustainability and local sourcing, while private label intensifies price competition and enhances affordability. Long-term attractiveness is underpinned by robust per-capita usage, demographic tailwinds and the integration of stringent quality, safety and environmental expectations as non-negotiable purchase drivers. Success in this environment requires brands to balance price competitiveness with responsible sourcing and clean wellness credentials, optimise pack sizes and pricing architecture, and capitalise on the dual structure of premium and private label. Strategic focus on supply security, visible local production and alignment with evolving consumer priorities will be essential to defend share and capture incremental value growth in a mature, highly penetrated setting.
USD 2,750
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 Tissue and Hygiene 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene 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 Tissue and Hygiene 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 Tissue and Hygiene in Finland?
- Which are the leading brands in Tissue and Hygiene in Finland?
- How are products distributed in Tissue and Hygiene 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 Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Finland
S Group and Kesko Drive Private Label Resilience through Pricing
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
S Group and Kesko Drive Private Label Resilience through Pricing
Chart 2 Finnish Retailers Reinforced Private Label Wipes through Pricing and Promotions in 2025
Household Demand Drives Retail Tissue in Finland
Sustainability-Led Premiumisation Reshapes Wipes and Nappies/Diapers
Chart 3 Eco by Naty Expands Eco-Friendly, Plastic-Free Baby Wipes Range
Clean Innovation Sets Naty Ab Apart in Baby Care
Chart 4 Naty AB Relaunches BioEmbrace Baby Diapers for Improved Skin Health
Chart 5 Value Sales 2020-2030
Chart 6 Value Sales by Category 2025
Domestic Producers Set to Leverage Supply Security to Build Trust and Resilience
Chart 7 Analyst Insight for Tissue and Hygiene
Retail Tissue to Retain Lead as Adult Incontinence Accelerates on Demographic Shift
Chart 8 Forecast Value Sales 2020-2030
Chart 9 Forecast Value Sales by Category 2025-2030
Essity Ab Defends Leadership as Private Label Intensifies Competition
Chart 10 Company Shares 2025
Chart 11 Brand Shares 2025
Supermarkets and Hypermarkets Retain Shopper Loyalty through Reliability
Chart 12 Retail Channels 2020-2025
Chart 13 Economic Context for Menstrual Care
Chart 14 Real Gdp Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Menstrual Care
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Finland
Key Data Insights
Essity Boosts Sustainable Procurement by Delivering Transparent Data Tools
Chart 20 Key Industry Trends Away-from-Home
Essity Boosts Sustainable Procurement by Delivering Transparent Data Tools
Tork Sets the Standard for Transparency
Chart 21 Tork Launches "Focus4Sustainability" Platform to Support Greener AFH Hygiene Decisions
Tork and Tena Lead with Solutions for Efficiency and Sustainability
Chart 22 Tena Proskin Flex Improves Ease of Use and Efficiency in Professional Incontinence Care
Chart 23 Value Sales 2020-2030
Chart 24 Value Sales by Category 2025
Professional Buyers Will Reinforce Supplier Stability as Healthcare Drives Demand
Structurally Ageing Population Set to Drive Away-From-Home Hygiene Growth
Chart 25 Forecast Value Sales 2020-2030
Chart 26 Forecast Value Sales by Category 2025-2030
Hospitals Reinforce Leadership as Institutional Demand Persists
Chart 27 Retail Channels 2020-2025
Chart 28 Economic Context for Away-from-Home
Chart 29 Real Gdp Growth 2020-2030
Chart 30 Inflation 2020-2030
Chart 31 Consumer Context for Away-from-Home
Chart 32 Population 2020-2030
Chart 33 Consumer Expenditure 2020-2030
Chart 34 Population by Generation 2025
Retail Adult Incontinence in Finland
Key Data Insights
Essity Ab Leverages Premium Innovation to Sustain Value Growth
Chart 35 Key Industry Trends for Retail Adult Incontinence
Essity Ab Leverages Premium Innovation to Sustain Value Growth
Chart 36 Tena Relaunches Discreet Ultra Pads with Ultra-Thin Design and Extended Dryness Performance
Older Adults Drive Light Incontinence Sales as Everyday Needs Persist
Chart 37 Private Label Adult Incontinence Remains a Key Value Option for Finland’S Ageing Population
Tena Challenges Stigma with Inclusive Campaigns and Product Design
Chart 38 Value Sales 2020-2030
Chart 39 Volume Sales 2020-2030
Chart 40 Value Sales by Category 2025
Supermarkets and E-Commerce to Expand Reach as Older Adults Shop Independently
Chart 41 Analyst Insight for Retail Adult Incontinence
Discreet Design and Branding Will Win as Stigma Fades among Active Users
Chart 42 Forecast Value Sales 2020-2030
Chart 43 Forecast Value Sales by Category 2025-2030
Essity Reinforces Brand Trust to Sustain Dominant Position
Chart 44 Company Shares 2025
Chart 45 Brand Shares 2025
Hypermarkets and Supermarkets Consolidate Leadership through Convenience and Assortment
Retail E-Commerce Attracts Repeat Buyers with Privacy and Delivery
Chart 46 Retail Channels 2020-2025
Chart 47 Economic Context for Retail Adult Incontinence
Chart 48 Real Gdp Growth 2020-2030
Chart 49 Inflation 2020-2030
Chart 50 Consumer Context for Retail Adult Incontinence
Chart 51 Population 2020-2030
Chart 52 Consumer Expenditure 2020-2030
Chart 53 Population by Generation 2025
Nappies/Diapers/Pants in Finland
Key Data Insights
Libero Secures Value Growth with Premium-Focused Upgrades
Chart 54 Key Industry Trends for Nappies/Diapers/Pants
Libero Secures Value Growth with Premium-Focused Upgrades
Chart 55 Libero Upgrades Comfort-Focused Diapers to Reinforce Premium Positioning in Finland
Disposable Pants Drive Growth as Nappies Volumes Decline
Chart 56 Moomin Baby Celebrated 80 Years of Moomins with a Limited-Edition Diaper Campaign in Finland
Chart 57 Value Sales 2020-2030
Chart 58 Volume Sales 2020-2030
Chart 59 Value Sales by Category 2025
Premium Upgrades and Functional Innovation Will Sustain Brand Loyalty
Chart 60 Analyst Insight for Nappies/Diapers/Pants
Disposable Pants to Capture Growth as Parents Shift to Convenience
Chart 61 Forecast Value Sales 2020-2030
Chart 62 Forecast Value Sales by Category 2025-2030
Essity Ab and Procter & Gamble Finland Oy Sustain Lead as Cautious Consumers Favour Established Brands
Chart 63 Company Shares 2025
Chart 64 Brand Shares 2025
Hypermarkets and Supermarkets Maintain Dominance as Families Prioritise Convenience and Variety
E-Commerce Growth Driven by Affordability and Convenience
Chart 65 Retail Channels 2020-2025
Chart 66 Economic Context for Nappies/Diapers/Pants
Chart 67 Real Gdp Growth 2020-2030
Chart 68 Inflation 2020-2030
Chart 69 Consumer Context for Nappies/Diapers/Pants
Chart 70 Population 2020-2030
Chart 71 Consumer Expenditure 2020-2030
Chart 72 Population by Generation 2025
Menstrual Care in Finland
Key Data Insights
Libresse Elevates Reusable Options as Consumers Trade up for Comfort
Chart 73 Key Industry Trends for Menstrual Care
Libresse Elevates Reusable Options as Consumers Trade up for Comfort
Pantyliners Remain the Everyday Choice as Functional Upgrades Gain Traction
Chart 74 Naty Relaunches Menstrual Care with Functional Upgrades
Chart 75 Value Sales 2020-2030
Chart 76 Volume Sales 2020-2030
Chart 77 Value Sales by Category 2025
Younger and Urban Consumers Set to Accelerate Shift to Reusable Routines
Pantyliners to Sustain Daily Relevance While Absorbent Underwear Outpaces Growth
Chart 78 Forecast Value Sales 2020-2030
Chart 79 Forecast Value Sales by Category 2025-2030
Procter & Gamble Finland Oy and Essity Finland Ab Oy Sustain Leadership through Trust and Broad Portfolios
Chart 80 Company Shares 2025
Chart 81 Brand Shares 2025
Hypermarkets and Supermarkets Drive Routine Purchasing and Value Growth
Retail E-Commerce Accelerates but Remains a Secondary Choice
Chart 82 Retail Channels 2020-2025
Chart 83 Economic Context for Menstrual Care
Chart 84 Real Gdp Growth 2020-2030
Chart 85 Inflation 2020-2030
Chart 86 Consumer Context for Menstrual Care
Chart 87 Population 2020-2030
Chart 88 Consumer Expenditure 2020-2030
Chart 89 Population by Generation 2025
Wipes in Finland
Key Data Insights
S Group and Kesko Oyj Intensify Price Competition, Reinforcing Private Label Wipes
Chart 90 Key Industry Trends for Wipes
S Group and Kesko Oyj Intensify Price Competition, Reinforcing Private Label Wipes
Chart 91 Finnish Retailers Reinforced Private Label Wipes through Pricing and Promotions in 2025
Personal Wipes Sustain Lead as Clean Wellness Becomes Baseline Expectation
Eco by Naty Ab Leverages Sustainability to Premiumise Wipes Amid Regulatory Scrutiny
Chart 92 Eco by Naty Expands Eco-Friendly, Plastic-Free Baby Wipes Range
Chart 93 Value Sales 2020-2030
Chart 94 Value Sales by Category 2025
Ageing Population Set to Drive New Demand Occasions
Chart 95 Analyst Insight for Wipes
Retailers to Favour Popular Options as Functional Innovation Outpaces Novelty
Chart 96 Forecast Value Sales 2020-2030
Chart 97 Forecast Value Sales by Category 2025-2030
Kesko Oyj and S Group Leverage Grocery Networks to Drive Private Label Leadership
Chart 98 Company Shares 2025
Chart 99 Brand Shares 2025
Hypermarkets and Supermarkets Anchor Everyday Buying as Price Competition Intensifies
Chart 100 Retail Channels 2020-2025
Chart 101 Economic Context for Wipes
Chart 102 Real Gdp Growth 2020-2030
Chart 103 Inflation 2020-2030
Chart 104 Consumer Context for Wipes
Chart 105 Population 2020-2030
Chart 106 Consumer Expenditure 2020-2030
Chart 107 Population by Generation 2025
Retail Tissue in Finland
Key Data Insights
Retail Tissue in Finland Finds Stability Amid Shifting Tides
Chart 108 Key Industry Trends for Retail Tissue
Retail Tissue in Finland Finds Stability Amid Shifting Tides
Lambi’S Sustainability Recognition Underpins Premium Brand Trust
Metsä Tissue Boosts Local Supply as Private Label Expands Reach
Chart 109 Metsä Tissue Strengthens Scandinavian Tissue Security with Large-Scale Mill Investment
Chart 110 Value Sales 2020-2030
Chart 111 Volume Sales 2020-2030
Chart 112 Value Sales by Category 2025
Private Label Expected to Refine Offer as Branded Suppliers Defend Their Value
Toilet Paper Forecast to Retain Lead as Paper Towels Gain Fastest Momentum
Nordic Supply Investments Anticipated to Shift Competitive Balance and Retailer Strategy
Chart 113 Forecast Value Sales 2020-2030
Chart 114 Forecast Value Sales by Category 2025-2030
Essity Ab and Metsä Tissue Oyj Defend Lead as Private Label Holds Ground
Chart 115 Company Shares 2025
Chart 116 Brand Shares 2025
Supermarkets and Hypermarkets Retain Lead as Shoppers Seek Value and Convenience
Chart 117 Retail Channels 2020-2025
Chart 118 Economic Context for Retail Tissue
Chart 119 Real Gdp Growth 2020-2030
Chart 120 Inflation 2020-2030
Chart 121 Consumer Context for Retail Tissue
Chart 122 Population 2020-2030
Chart 123 Consumer Expenditure 2020-2030
Chart 124 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Tissue and Hygiene
-
-
- AFH Adult Incontinence
-
- AFH Boxed Facial Tissues
-
- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
-
-
-
-
-
- Liners
- Light Pads
- Other Light Adult Incontinence
-
- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
-
-
- Disposable Pants
-
- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
-
- Disposable Period Pants
- Pantyliners
- Tampons
-
-
- Standard Towels With Wings
- Standard Towels Without Wings
-
- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
-
- Menstrual Care Including Intimate Wipes
-
-
-
- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
-
-
- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
-
-
- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
-
- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
-
-
-
- Paper Towels
-
- Napkins
- Tablecloths
-
- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
-
- Rx/Reimbursement adult incontinence
-
-
-
- AFH Adult Incontinence
-
-
- Liners
- Light Pads
- Other Light Adult Incontinence
-
- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
-
- Rx/Reimbursement adult incontinence
-
- Disposable Pants
-
- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
-
- Disposable Period Pants
- Pantyliners
- Tampons
-
-
- Standard Towels With Wings
- Standard Towels Without Wings
-
- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
-
- Menstrual Care Including Intimate Wipes
-
-
-
- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
-
-
- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
-
-
- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
-
- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
-
-
-
-
-
- AFH Napkins
- Retail Napkins
-
- AFH Tablecloths
- Retail Tablecloths
-
-
-
- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
-
-
- AFH Paper Towels
- Retail Paper Towels
-
- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
-
-
Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
See all of our definitions
Share:
Why 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 Tissue and Hygiene 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!