Essity Bundle
Who are Essity's customers?
Understanding customer demographics and target markets is crucial for success in the evolving hygiene and health sector. Essity, a global leader, demonstrates this through its strategic focus and innovations.
Essity's operations span approximately 150 countries, reaching over a billion individuals daily with a diverse range of products designed for personal care, consumer tissue, and professional hygiene needs.
What is Customer Demographics and Target Market of Essity?
Essity's customer base is broad, encompassing individuals seeking personal care solutions like incontinence products and feminine care, as well as households needing consumer tissue products. Furthermore, businesses requiring professional hygiene solutions, such as those in healthcare and hospitality, form a significant segment. The company's commitment to innovation is evident in offerings like TENA SmartCare, reflecting a dedication to meeting diverse needs across different life stages and settings. A deeper dive into their market strategy can be found in the Essity PESTEL Analysis.
Who Are Essity’s Main Customers?
Essity serves a broad customer base, segmented into both individual consumers and businesses. In 2024, the company achieved net sales of approximately SEK 146 billion, demonstrating its significant market presence across various hygiene and health sectors.
Consumer Goods Segment
This segment, representing 54% of net sales in 2024, primarily targets B2C customers. It includes families and individuals purchasing feminine care, baby care, and consumer tissue products. Growth drivers often involve demographic shifts and rising living standards.
Health & Medical Segment
Accounting for 20% of net sales in 2024, this segment serves both consumers and healthcare institutions. It focuses on incontinence products and medical solutions like advanced wound care and compression therapy. The medical solutions sub-segment has shown consistent growth, with 17 consecutive quarters of growth reported by Q2 2025.
Professional Hygiene Segment
Making up 26% of net sales in 2024, this segment is predominantly B2B. It supplies businesses and institutions with hygiene solutions such as dispensing systems, paper products, and sanitizers. Target industries include hospitality, healthcare, and education.
Geographic Focus and Expansion
Essity's strategy, outlined in 2024, emphasizes increasing its presence in North America and Latin America. This indicates a strategic push to expand its B2B offerings in these key markets, building on its existing global reach, which is detailed further in the Competitors Landscape of Essity.
Key Essity Customer Demographics and Market Segmentation
Essity's target market is diverse, encompassing individuals seeking personal care items and businesses requiring professional hygiene solutions. Understanding these distinct Essity buyer personas is crucial for tailoring product offerings and marketing strategies.
- Consumer Goods: Individuals and families, with a focus on women for feminine care, parents for baby care, and general households for tissue products.
- Health & Medical: Individuals experiencing incontinence, often older adults, and their caregivers. Healthcare professionals and patients requiring wound care and compression therapy are also key.
- Professional Hygiene: Businesses and institutions across sectors like hospitality, healthcare, manufacturing, and education seeking efficient and sustainable hygiene solutions.
- Geographic Expansion: A strategic focus on growing market share in North America and Latin America for its B2B products.
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What Do Essity’s Customers Want?
Essity's market strategy is built on meeting fundamental hygiene and health needs, aiming to improve overall well-being. Customers value reliability, effectiveness, convenience, and increasingly, sustainability in the products they choose.
Product Superiority
In 2024, Essity achieved a product superiority rating exceeding 70%. This indicates a strong customer perception of Essity's offerings as market-leading.
Incontinence Care Needs
For incontinence products, key customer preferences include discretion, comfort, skin health, and absorbency. This allows individuals to maintain dignity and an active lifestyle.
Baby Care Preferences
Parents seeking baby care products prioritize superior dryness, a comfortable fit, and skin-friendliness. These attributes are crucial for their children's comfort and health.
Feminine Care Focus
Feminine care brands address practical and psychological needs by focusing on comfort, leakage protection, and discreet designs.
Consumer Tissue Priorities
Household consumers of tissue products look for softness, strength, absorbency, and overall value. Innovations aim to meet these demands, including reinforcing the value segment.
Professional Hygiene Demands
Businesses and institutions prioritize efficiency, cost-effectiveness, and high hygiene standards. Ease of use for staff and visitors is also a significant factor.
Essity's approach to understanding customer needs and preferences is evident across its diverse product segments. For instance, the 2024 launch of TENA SmartCare integrated digital solutions to offer personalized care for incontinence, directly addressing user needs for discretion, comfort, and skin health. In baby care, parents' preferences for dryness and skin-friendliness are met with advanced product features. The company's commitment to innovation is also seen in its consumer tissue offerings, with upgrades in Q2 2025 to enhance softness and strength, catering to household demands for quality and value. In the professional hygiene sector, solutions like Tork PeakServe are designed for efficiency and reduced consumption, while Tork EasyCube leverages digital tools for enhanced washroom management. These developments reflect Essity's responsiveness to market trends, including the growing demand for sustainable and digitally integrated solutions, a journey detailed in the Brief History of Essity.
Evolving Customer Expectations
Customer expectations are continually shaped by feedback and market trends, particularly the increasing demand for sustainable products and advanced digital solutions.
- Personalized care solutions are becoming more important.
- Efficiency and ease of use are key drivers in professional settings.
- Environmental consciousness influences purchasing decisions.
- Digital integration offers enhanced user experience and management.
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Where does Essity operate?
Essity maintains a significant global footprint, with sales operations spanning approximately 150 countries. Its net sales in 2024 show a strong concentration in Europe, which accounted for 60.2% of total sales. Other key regions include Latin America at 17.5%, North America at 16.9%, Asia at 1.7%, and other regions making up the remaining 3.7%.
European Dominance
Europe represents Essity's largest market, with Germany, the UK, and France each contributing 8% of net sales in 2024. Spain follows at 6%, alongside significant contributions from the Netherlands, Italy, and Sweden. Essity holds leading market positions in these established European territories.
North and Latin American Growth
North America and Latin America are substantial and expanding markets, each contributing 17% to net sales in 2024. The United States is the single largest market at 14%, with Mexico at 8% and Canada at 3-4%. The company is actively increasing its presence in these regions, as detailed in its Growth Strategy of Essity.
Essity's strategy involves adapting to diverse customer demographics and purchasing power across its global markets. This necessitates localized approaches to product offerings, marketing, and partnerships. The company tailors product formulations, packaging, and campaigns to align with local cultural preferences and economic conditions. Essity's commitment to regional responsiveness is further supported by its network of approximately 70 production sites worldwide as of the end of 2024, ensuring efficient supply chains and proximity to its customer base.
Localized Product Development
Essity demonstrates a commitment to localized product development, exemplified by the introduction of bariatric sizes (3XL and 4XL) for incontinence products in the US. This addresses specific demographic needs within a key market.
Market Leadership
Globally, Essity holds a leading position, often ranking number 1 or 2 in 90% of its branded sales. This includes strong performance from brands like Tork and TENA across various markets.
Regional Sales Distribution (2024)
Essity's net sales distribution in 2024 highlights the importance of Europe at 60.2%, followed by Latin America (17.5%) and North America (16.9%).
Key European Markets
Within Europe, Germany, the UK, and France are the largest individual markets, each contributing 8% to net sales in 2024, with Spain at 6%.
Largest Individual Market
The United States stands as Essity's single largest market, accounting for 14% of net sales in 2024. This underscores the strategic importance of the North American region.
Production Network
Essity operates approximately 70 production sites globally as of the end of 2024. This extensive network facilitates efficient supply chains and allows for responsiveness to regional market demands.
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How Does Essity Win & Keep Customers?
Essity employs a comprehensive strategy for customer acquisition and retention, focusing on data-driven marketing and engagement to foster profitable growth. The company utilizes a blend of traditional and digital channels to reach and keep its customers.
Digital Acquisition Channels
Essity significantly invests in digital marketing, including programmatic advertising, SEO, and paid social media campaigns. Email marketing and content marketing, offering valuable information, are also key to attracting new consumers.
Influencer and Partnership Strategies
The company leverages influencer partnerships, particularly with healthcare professionals and parenting bloggers, to connect with specific Essity consumer demographics. Strategic alliances with healthcare providers and e-commerce platforms further expand market reach.
Customer Retention Focus
For customer retention, Essity prioritizes personalized experiences and product superiority, aiming for over 70% product superiority in Q1 2025. Loyalty is built through consistent quality and tailored engagement.
Omnichannel and Innovation
An integrated omnichannel approach ensures a seamless customer journey across all touchpoints. Innovative business models, such as subscription services, are adopted to enhance engagement and create recurring revenue streams.
Essity's approach to customer acquisition and retention is deeply rooted in understanding the Essity consumer profile and the Essity target market. By analyzing Essity customer demographics, the company refines its marketing efforts. For instance, a significant campaign in 2024 for TENA aimed to destigmatize incontinence, showcasing the company's commitment to addressing specific needs within its Essity target market for incontinence products. This aligns with their broader strategy of market segmentation for professional hygiene solutions and understanding Essity demographics for hygiene products. The company's investment in digital transformation and AI further enhances its ability to predict consumer behavior and optimize campaign effectiveness, thereby strengthening both acquisition and retention efforts across various Essity buyer personas, including those for Tork products.
Digital Marketing Investment
Increased investment in programmatic advertising, up approximately 15% in 2024, highlights the digital-first approach to reaching new customers.
Content and Influencer Engagement
Content marketing and influencer collaborations are vital for building trust and reaching niche segments of the Essity target market.
Personalized Customer Experiences
Tailored marketing messages and product recommendations are used to enhance customer satisfaction and retention, especially in categories like baby care.
Product Superiority
Achieving high product superiority ratings is a core element in retaining customers and building brand loyalty.
Omnichannel Integration
Seamless integration of online and offline touchpoints is crucial for a positive customer experience and improved retention rates.
Innovative Business Models
Subscription services are being adopted to foster customer loyalty and establish predictable revenue streams, reflecting a forward-thinking approach to the Essity target audience for tissue paper and other products.
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- What is Brief History of Essity Company?
- What is Competitive Landscape of Essity Company?
- What is Growth Strategy and Future Prospects of Essity Company?
- How Does Essity Company Work?
- What is Sales and Marketing Strategy of Essity Company?
- What are Mission Vision & Core Values of Essity Company?
- Who Owns Essity Company?
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