SCA’s feminine care products are marketed in 85 countries. This means that about every fifth woman in the world can buy the company’s products.
Market position
SCA’s main market for feminine care is Europe where SCA is the third largest player. Sales share is growing in Latin America where SCA is market leader in several countries. In this region, sales are often made via jointly owned companies. SCA also has strong market positions in parts of Eastern Europe.
In some markets where there is intense competition, such as Germany, SCA is increasing its market shares through sales of products under retailers’ brands.
During 2007 SCA entered a joint venture company in the Middle East which will enable women in countries that include Saudi Arabia, Egypt and Jordan to buy SCA’s products.
Strategy
SCA focuses primarily on developing pads and panty liners for a number of its own local and regional brands which are coordinated in a global brand platform. This is supported by the unique SecureFit product concept developed by SCA which provides excellent protection against leakage and a very good fit.
In addition to expansion and product development based on insight into customer and consumer preferences, priority is also given to new product concepts, production transfers and rationalization of production structure. This has improved profitability throughout the operations.