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Market - Baby diapers

SCA offers open baby diapers and pant baby diapers, as well as baby-care products such as wet wipes, shampoo, lotion and oil, and is the world’s fourth largest player in the segment and the second largest in Europe.

In Europe, SCA markets baby diapers under its own Libero brand and under retailers’ brands. SCA is the world’s fourth largest player in the segment and the second largest in Europe. SCA’s strongest market is the Nordic region, where the Libero brand is the market leader. Examples of other strong regional brands are Drypers in Southeast Asia and Pequeñin in South America.

Strategy

SCA works to strengthen its branded positions in both mature and emerging markets and to improve the profitability in the baby diapers segment. The strategy is to hold the number one or two position in the selected markets in which SCA is represented. For baby diapers, it is important to have a premium or super-premium product offering in order to be competitive. Through continuous innovation activities, SCA develops its customer offering for both its branded and retailer-branded product ranges. In 2016, the Libero brand launched a new premium offering, Libero Newborn and Libero Comfort. As part of efforts to address weak market positions with inadequate profitability, SCA closed its baby diaper operations in Mexico in the fourth quarter of 2016. The decision was also made in 2016 to discontinue the hygiene business in India, the majority of which was related to babydiapers. The discontinuation will take place in the first quarter of 2017.