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In 2019, the global hygiene and health market amounted to approximately SEK 1,240bn, of which personal care accounted for approximately SEK 610bn and tissue accounted for approximately SEK 630bn. Personal care is divided into baby care (approximately SEK 250bn), feminine care (approximately SEK 140bn), incontinence products (approximately SEK 100bn) and medical solutions (approximately SEK 120bn). Tissue is divided into consumer tissue (approximately SEK 470bn) and professional hygiene (approximately SEK 160bn). In 2019, the hygiene and health market in mature markets amounted to approximately SEK 660bn and in emerging markets to approximately SEK 580bn.
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.
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 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.