SCA is the second largest baby diaper manufacturer in Europe and number three in the world.
SCA sells baby diapers in more than 50 countries. SCA has strong brands in the Nordic region, parts of Eastern Europe, Russia, Latin America, Africa, Asia and New Zealand.
Market position
SCA is the second largest player in Europe, with a market share of 15%. In the Nordic region, SCA is the market leader with the Libero brand with a market share of over 55%. During the year, a new stretch diaper was launched in Sweden. This is significant for the defence and further development of market positions.
Libero is growing fast in parts of Eastern Europe and in Russia where SCA is the third largest player. In Malaysia, Thailand and Singapore, SCA holds leading positions with the Drypers brand, and in New Zealand with the Treasures brand. SCA also has strong brands in Latin America.
During 2007, SCA entered a joint venture in India and thus laid the foundations for further strengthening of market positions in Asia.
Strategy
The strategy is to further develop and consolidate brand positions.
SCA is also a significant supplier of baby diapers for retailers’ brands, primarily to markets where SCA does not have a position with its own brands. SCA accounts for one-third of the European market for retailers’ brands.
Efforts to develop innovative products based on insight into customer and consumer preferences continue. The trends are that the diaper age is lengthening and that the priorities are comfort and easy changing. SCA is in the forefront within development of pant diapers which are the fastest growing category.