Incontinence care
SCA’s top priority in incontinence care is maintaining a high growth rate in all segments, with strengthened global market leadership in developed markets and establishing leading positions in Eastern Europe, Southeast Asia and Latin America. Increasing understanding and acceptance among consumers is crucial as regards incontinence, a topic that is often surrounded by social taboos.
Demand is strengthened through information and marketing supported by effective, comfortable and easily accessible products. SCA aims to enhance its leading position through superior consumer insight, innovative product development and efficient production.
Baby diapers
SCA plans to continue strengthening the favourable positions of its own brands in such mature markets as the Nordic region, New Zealand and selected markets in South America, as well as in fast-growing markets in Eastern Europe, Russia, the Middle East and Southeast Asia.
"SCA plans to continue strengthening the favourable positions of its own baby diaper brands."
In the case of retailers’ brands, the aim is to enhance the efficiency of the business model to ensure competitiveness and profitability.
Feminine care
SCA holds strong, selective market positions in Europe, Latin America, Australia and New Zealand, and is focusing on growth in the fast-growing markets in Eastern Europe and the Middle East. Feminine care products are developed for the company’s own regional and local brands, which are supported by a global brand platform.
"SCA is focusing on growth for its feminine care brands in the fast-growing markets in Eastern Europe and the Middle East."
Based on in-depth consumer and customer insight, SCA prioritises investments in new product concepts and marketing and endeavours to strengthen its competitiveness through continuous efficiency enhancement and cost-effective production in such areas as Eastern Europe.
Production and business processes
Production efficiency is consistently improved by means of modernisation and investments in new and existing facilities. As a result, these efforts enhance the cost structure and strengthen product quality and operational reliability.
Outlook
"SCA develops and upgrades its product range for all sales channels that are expected to show continuing high demand."
Incontinence care offers considerable long-term potential as a result of an aging population in mature markets, a low market penetration rate and access to highly populated growth countries.
SCA develops and upgrades its product range for all sales channels that are expected to show continuing high demand. In the feminine care and baby diapers segments, the global brand platforms offer favourable potential for continuing growth in markets with a low penetration rate and high demand, such as Eastern Europe, Latin America, the Middle East and Southeast Asia.