Purpose and Strategy

Our strategy serves a bigger cause – it’s about the impact we make and value we create every day. It’s about breaking barriers to well-being for everybody and every body.

We focus on improving people's well-being, caring for the environment, and driving strong business performance. By balancing these priorities, we aim to make a positive impact on daily life, ensure sustainable resource use, and deliver lasting value for the future. Market trends in demographics, sustainability, and digitalization provide favorable conditions for good growth in the global hygiene and health market.

Purpose

Breaking barriers to well-being

Our purpose is to break barriers to well-being. This means empowering consumers, patients, caregivers, and businesses to overcome challenges that hinder better hygiene and health outcomes and experiences.

We’re breaking barriers to well-being by:

Driving innovation, always striving to find smarter, more effective solutions.
Helping healthcare providers manage rising costs while maintaining quality care.
Challenging taboos and stigmas to create more open and inclusive societies.
Making hygiene and health more sustainable with eco-friendly solutions.
Expanding access to our products in underserved regions worldwide.

To achieve this, we’re constantly improving how we work—delivering better outcomes for those we serve while ensuring our teams thrive.

Vision

To be the undisputed leader in hygiene and health

We aim to be the first choice for consumers, patients, caregivers, and businesses in the categories and markets where we play, while consistently outperforming competitors.

To achieve this vision, we focus on:

Bringing superior innovations to market quickly and building trusted, impactful brands.
Building a supply chain that’s fast, efficient, and environmentally responsible.
Attracting and retaining diverse, driven, and skilled talent.

Mission

Develop, supply, and sell products that make a difference

Develop, supply, and sell superior hygiene and health products, solutions and services

We’re here to provide hygiene and health products, solutions and services that improve lives whether at home, in care settings, or in workplaces. We deliver products and services that are effective, superior, and long-lasting.

Our business focuses on three key areas:

Consumer Goods – Personal and home hygiene solutions for every stage of life.
Health & Medical – Solutions along the continuum of care, covering prevention, treatment, and monitoring.
Professional Hygiene – sustainable hygiene management solutions for a broad set of commercial applications.

Where we play

We focus on hygiene and health, offering products that improve well-being for people, society, and the planet. Through a series of strategic choices, we tap into expanding markets where favorable trends fuel profitable growth opportunities.

Geographies

We strive for growing positions in East Asia, Latin America and the USA, while leveraging our positions in Europe.

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How we win

We offer attractive workplaces with a unique culture and committed employees. Through leadership, innovations, purposeful and strong brands, we enable people all over the world to live healthier and more dignified lives.

People and Culture

We offer attractive, inclusive, and sustainable workplaces with committed employees who break barriers to well-being in a unique corporate culture.

Brand Building

Through purposeful and strong brands, we want to retain and strengthen category leadership and build number one or two market positions.

Innovation

We bring insight-based innovations to market with speed that drive purchase intent, improving well-being for people with less impact on the planet.

Operational Leadership

We drive world-class efficiency and service excellence through digitalization, while focusing on continuous improvements, cost savings and sustainability.

Sustainability

We are committed to a broad range of social and environmental sustainability goals, including reaching net-zero emissions by 2050.

Group targets for profitable and sustainable growth

We create shareholder value by growing profitably and sustainably as defined in our group targets.

Annual organic sales growth of >3%
EBITA margin excl. items affecting comparability >15%
Solid investment grade rating
Long-term stable and rising dividends
Sustainability includes, among other things, science-based targets with the ambition to achieve net zero emissions by 2050 and that all production waste should be subject to material or energy recovery by 2030

Learn more about our strategy and targets in our Annual Report