The penetration and use of hygiene and health products, solutions and services vary between regions – from relatively high in mature markets to relatively low in emerging markets. For example, consumption of incontinence products in Latin America is only about one fourth of that in Western Europe, and tissue consumption in Eastern Europe is only about one third of that in Western Europe. Several trends are driving the increased demand in emerging markets, including achievement of higher living standards, urbanization-induced expansion of retail trade and e-commerce, heightened awareness of hygiene and health, and greater access to medical care. Essity aims to grow and defend leading market positions in mature markets and capitalize on growth opportunities in emerging markets. Essity’s global hygiene and health market amounted to approximately SEK 540bn in mature markets