The global market totals approximately SEK 155bn, and is estimated to grow at about 4% annually. The European market accounts for slightly more than 20%, with low annual growth.
The most significant growth is in Asia, Latin America, the Middle East and Africa, where birth rates are high and household incomes are rising.
Table
Baby diapers, SCA brand categories in Europe 2011, percent | |
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Brands | 80 |
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Retailer's brands | 20 |
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Graph
Baby diapers, brand categories, Europe 2011, percent
SCA markets baby diapers in some 70 countries and is the third-largest player in the European product segment, with a share of 11%. In Europe, SCA markets baby diapers under its own brands and retailers’ brands. The strongest market is the Nordic region, where SCA has 60% of the market with its Libero brand. SCA also holds leading positions in parts of Southeast Asia with the Drypers brand and South America with the Pequeñin brand.
Focus is directed to strengthening the positions of SCA’s own brands in such mature markets as the Nordic region and 
New Zealand and fast-growing markets in Eastern Europe, Russia, Latin America, the Middle East and Southeast Asia. Emerging markets have excellent conditions for continued growth due to low market penetration of baby diapers and high demand.