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Netherlands AFH tissue market: SCA Hygiene Holding the key player during 2012
Away-From-Home Tissue and Hygiene in the Netherlands - a new market research report on 2014-04-18 16:09:02
In 2012 SCA Hygiene Holding acquired the tissues section of Georgia Pacific Europe, meaning that SCA is the new key player and ranks first in AFH tissue and hygiene in 2012. SCA already had the leading position in AFH hygiene with its TENA brand. The Lotus brand of Georgia Pacific was a strong player in AFH tissue market. Its addition to the SCA AFH portfolio with its strong AFH brand Tork brought them a leading market position in AFH. In 2012 Kimberly-Clark is second, also with a strong portfolio which includes Kleenex, Wypall, Scott and Kimtech brands.
The continual growing trend of ageing population supported the growth of AFH incontinence products to reach a volume increase of 4% and a current value growth of 6%. In 2012 government measures restricted the growth of incontinence products, meaning a slow-down of the growing pace in the near future.
AFH products in the Netherlands are expected to grow, driven by the growth of the 50+ age population. In addition, growing production costs are also set to support value growth of the category. There is the expectation that across AFH tissues and AFH hygiene volume growth will be positive with gradual recovery of the economy from the recession-hit years.
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