Tissue and hygiene in 2024: The big picture
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.
2024 key trends
Retail tissue remained the largest category in Finland’s tissue and hygiene market in 2024, driven by its essential nature and consistent consumer demand. Products such as toilet paper, kitchen towels, and facial tissues are everyday necessities, ensuring stable volume sales regardless of economic conditions.
Competitive landscape
Essity AB remained the leading company in Finland’s tissue and hygiene market in 2024, driven by its strong brand portfolio, wide distribution, and continuous product innovation. With market-leading brands, such as Lotus in retail tissue and Tena in adult incontinence, Essity secured its dominant position by offering high-quality, trusted products across multiple categories.
Retail developments
Hypermarkets remained the leading distribution channel for tissue and hygiene products in Finland in 2024, benefiting from their extensive product variety and strong consumer preference for in-store shopping. Their offer of both budget-friendly private label and premium branded options made them an attractive choice for consumers looking to balance cost and quality.
What next for tissue and hygiene?
Sales of tissue and hygiene products in Finland are expected to increase over the forecast period, driven by population growth, an ageing demographic, and evolving consumer preferences. Rising demand for premium and sustainable products, particularly in retail tissue and adult incontinence, will contribute to value growth as consumers seek higher-quality and eco-friendly alternatives.
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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
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Away-From-Home Tissue and Hygiene in Finland
KEY DATA FINDINGS
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
High hygiene standards to drive demand
Sustainability trend will influence new product developments
Data-driven innovation
Retail Adult Incontinence in Finland
KEY DATA FINDINGS
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
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
Nappies/Diapers/Pants in Finland
KEY DATA FINDINGS
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
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
Menstrual Care in Finland
KEY DATA FINDINGS
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
More consumers to switch to reusable options, impacting future growth
Grocery retailers strengthen their omnichannel strategies
Innovation focus on wellbeing and sustainability concerns
Wipes in Finland
KEY DATA FINDINGS
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
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
Retail Tissue in Finland
KEY DATA FINDINGS
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
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
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Light Adult Incontinence
- Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- 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
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- 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)
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Retail Light Adult Incontinence
- Retail Moderate/Heavy Adult Incontinence
- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- 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
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-
-
- 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
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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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.
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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