The use of Essity’s hygiene and health solutions, such as tissue, baby diapers and incontinence products, is relatively high in mature markets. Growth is driven by the favorable market trends described earlier. Through innovation and marketing, Essity leverages these trends to grow sales and profitability in the company’s three business areas.

In emerging markets, the use of Essity’s hygiene and health solutions is significantly lower than in mature markets. One example is that consumption of incontinence products in Asia is only about one fifth of that in Western Europe, and tissue consumption in Eastern Europe is only about one third of that in Western Europe. A number of trends are increasing demand in emerging markets, including higher living standards, urbanization and the expansion of retail trade, e-commerce and health and medical care. In emerging markets, Essity has an increased presence and many leading market positions.