Emerging markets

The growth potential is greatest in emerging markets where market penetration of hygiene and health products is significantly lower than in mature markets and where urbanization, infrastructure, retail trade, online and health care are evolving rapidly. Furthermore, such trends as increased disposable income and population growth are particularly evident in emerging markets. Essity is prioritizing growth in selected emerging markets, such as China, Southeast Asia, Latin America, Eastern Europe and Russia. One example of the lower market penetration in emerging markets is that the consumption rates for incontinence products in Asia are only about one-sixth of those in Western Europe. Another example is that tissue consumption in Eastern Europe is only about one-third of that in Western Europe. 

Mature markets

In mature markets, baby care and feminine care have attained high market penetration. However, market penetration for incontinence products in mature markets is still relatively low for certain product segments, particularly among men, which Essity believes is due to lack of awareness and the stigma associated with incontinence. Many indicators point to the proportion of people affected increasing on a global scale as a result of an aging population. Growth in tissue is occurring in mature markets through lifestyle changes and innovations that lead to increased use. 

Essity’s market positions

Essity is the global market leader in incontinence products with the TENA brand and in professional hygiene with the Tork brand. Essity also has strong brands and market positions in the markets for baby care, feminine care, medical solutions and consumer tissue. Essity’s competitors in personal care include Kimberly-Clark, Mölnlycke, Procter & Gamble, Smith & Nephew, 3M and Unicharm. Its competitors in tissue include Georgia-Pacific, Hengan, Kimberly-Clark and Sofidel.