Competitive Landscape
Kesko Oyj and S Group Leverage Grocery Networks to Drive Private Label Leadership
Wipes in Finland are concentrated, with the top two companies holding a combined retail value share of 36% in 2025. Kesko Oyj’s share increased to 24% share, while S Group increased to 12%.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes 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 Wipes 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 Wipes 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 Wipes in Finland?
- Which are the leading brands in Wipes in Finland?
- How are products distributed in Wipes 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 Wipes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Wipes in Finland - Category analysis
Key Data Insights
S Group and Kesko Oyj Intensify Price Competition, Reinforcing Private Label Wipes
S Group and Kesko Oyj Intensify Price Competition, Reinforcing Private Label Wipes
Personal Wipes Sustain Lead as Clean Wellness Becomes Baseline Expectation
Eco by Naty Ab Leverages Sustainability to Premiumise Wipes Amid Regulatory Scrutiny
Ageing Population Set to Drive New Demand Occasions
Retailers to Favour Popular Options as Functional Innovation Outpaces Novelty
Kesko Oyj and S Group Leverage Grocery Networks to Drive Private Label Leadership
Hypermarkets and Supermarkets Anchor Everyday Buying as Price Competition Intensifies
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:
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
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
Wipes
This is the aggregation of personal wipes and household cleaning 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 Wipes research and analysis database.
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