The global feminine care market amounts to
about SEK 90bn and is growing by approximately
3% annually. The European market accounts for
about 25% and is growing by 1% annually. In
Europe, the market is dominated by pads, representing
50%, while panty liners and tampons
each account for 25%.
Table
Feminine care, brand categories Europe 2011, percent | |
|---|
Brands | 85 |
|---|
Retailers' brands | 15 |
|---|
Graph
Feminine care, brand categories, Europe 2011, percent
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.