Personal care market & personal care brands - SCA - SCA Svenska Cellulosa Aktiebolaget

The global market for personal care products has annual sales of just over SEK 300bn and is growing at a rate of some 4% annually. Of the total market, Europe accounts for about 27%, North America for 20% and Asia for 25%.

Growth drivers

Several factors indicate continued prospects for healthy growth for Personal Care, not least the emerging markets, where the increase in demand is driven by innovation, global population growth, an aging population and higher market penetration and increased disposable income.

SCA's market position

SCA markets incontinence products in over 100 countries and is the world leader in the product segment through its global brand TENA with annual sales in excess of EUR 1bn. In 2011, SCA’s global market share in incontinence products was 25% and its market shares in Europe and North America were 41% and 20%, respectively. During the year, SCA has strengthened its market positions through a widened and improved product offering.

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.

SCA sells feminine care products in more than 80 countries. In Europe, SCA is the third-largest player, with a market share of 8%. SCA holds strong market positions in Latin America, Europe, Australia and New Zealand. The proportion of the Group’s sales is increasing in Latin America, Russia, Eastern Europe, and the Middle East. Examples of regional brands supported by SCA’s global brand platform include Libresse in the Nordic region and Russia, Libra in Australia, Bodyform in the UK, Nana in France, North Africa and the Middle East as well as Saba and Nosotras in Latin America.