Innovation and product development in the hygiene business areas Innovation at SCA contributes to a differentiated product range and increased added value for SCA's customers and consumers. Email Tweet Personal Care Tissue In 2011, SCA continued to develop new products at an increasingly rapid pace, advanced its positions in both mature and emerging markets and strengthened the global brand TENA as well as its regional and local brands.Innovation is a core element of strategy and a prerequisite for driving sales, increasing market shares, strengthening brands and building customer loyalty.Innovation is based on customer and consumer insight and SCA invests substantial resources in deepening insight into consumer and customer needs. These insights comprise the foundation for SCA’s work with innovation and product development.Sustainability aspects and product safety are important factors for SCA’s customers and consumers and, consequently, comprise two central drivers of SCA’s innovation efforts. Demand for these types of products and services increased in 2011. Innovation in the Tissue business area is based on the ability to understand the demands of tomorrow’s consumers and customers.SCA is investing major resources in insight and innovation, with all product development taking place on the basis of in-depth customer and consumer insight.In recent years, a large number of new and upgraded products have been launched and the service level enhanced. Focus is directed to the development of materials and functions to ensure a broader range, improved strength, softness and absorption capacity, and different types of dispensers to offer more comfortable and effective use.