Market and brands

The global market for tissue is valued at approximately SEK 385bn annually. Europe accounts for some 25% and North America for about 30% of the overall market, with growth rates of 3% and 2%, respectively.

Growth drivers

Growth in tissue is driven by innovation, the global population increase, higher market penetration and increased disposable income. Market penetration in emerging markets is relatively low, with considerable growth potential. There is a higher growth rate in Eastern Europe than in more mature markets in the West as a result of rising disposable incomes and greater use of tissue products.

SCA's market position

Plenty the big one outdoors roll - SCA SCA is Europe’s largest supplier of consumer tissue, with a market share of 25%, and is the world’s third-largest with an 8% market share.

SCA has the brands Familia and Favorita in South America through joint ventures, which hold strong positions in such emerging markets as Colombia, Chile and Equador. SCA has a strong position with the Regio brand in the large Mexican market.

SCA is the second-largest tissue supplier in Australia. Tempo, Zewa and Plenty are the leading brands in large parts of Europe. The Edet brand has a strong position in the Nordic region.

For AFH tissue, SCA is number three globally with the Tork brand, which commands a 16% share of the market. SCA is the market leader in Europe with a 19% market share and is number three in North America with a market share of 20%.

For consumer tissue, a new brand platform was developed in Europe to improve the performance in meeting consumer requirements and build stronger brands over time. The aim is to enhance the efficiency of the brand portfolio and also differentiate the brands for products intended for personal hygiene and products intended for homes and households. The work on implementing the brand platform is progressing according to plan.