Essity Bundle
Who truly buys from Essity?
The 2024 launch of TENA SmartCare, a connected incontinence care system, perfectly illustrates why knowing its customers is central to Essity's strategy. This IoT product directly serves a growing, tech-savvy aging population and their caregivers. It shows the company's shift from a product-centric manufacturer to a solutions-oriented health partner.
This evolution demands a granular look at who Essity's customers are across its B2B and B2C divisions and what drives their loyalty. Understanding these demographics is the foundation of its sophisticated Essity Porter's Five Forces Analysis and overall market position.
Who Are Essity’s Main Customers?
Essity's customer base is distinctly split into high-value B2B and volume-driven B2C segments. The B2B Professional Hygiene division contributed approximately 32% of the company's 2024 net sales of SEK 154.5 billion, highlighting its significant value.
B2B Professional Hygiene
This segment serves institutions like hospitals and offices. The target demographic is facility managers and procurement officers, typically aged 35-65 with mid-to-high incomes.
B2C Aging Adults (65+)
This rapidly expanding demographic in Europe and North America is the core target for TENA incontinence products. They often live on fixed incomes but show high brand loyalty.
B2C Parents (25-45)
Primarily mothers are targeted for baby care and feminine care products. This group is highly educated, digitally native, and highly influenced by sustainability and safety claims.
General Consumers
A broad demographic purchases Consumer Tissue products like Lotus and Tempo. This segment represents a large volume-driven portion of the overall Essity consumer profile.
Fastest-Growing Segments
The most dynamic growth through 2025 is observed in specific health and geographic sectors. This expansion is a key part of the broader Marketing Strategy of Essity.
- Health-focused B2C segments like incontinence and feminine care.
- The B2B professional hygiene sector in emerging Asia-Pacific markets.
- Growth is driven by increased health awareness and a formalizing service economy.
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What Do Essity’s Customers Want?
Essity's customer needs and preferences are segmented by its B2B and B2C markets. B2B clients prioritize operational efficiency and cost-effectiveness, while B2C consumers are driven by health, discretion, and strong sustainability values, with 68% of core European customers factoring sustainability pledges into purchases according to a 2024 survey.
B2B Operational Drivers
Professional hygiene clients require solutions that ensure compliance and reduce waste. Their rational purchasing is based on total cost of ownership and supply chain reliability.
B2C Health & Dignity
Incontinence users seek products offering discretion and skin health. Technological integration for proactive management is increasingly important for this consumer profile.
Parental Priorities
Parents choosing baby care products demand ultra-absorbency and skin sensitivity. The environmental impact of products is a critical purchase criterion for this demographic.
Sustainability Demand
Modern consumers strongly align with eco-conscious brands. Essity’s FSC certification and recycled content are direct responses to this key element of consumer behavior.
Brand Positioning
Marketing is tailored to specific customer needs within the Essity brand portfolio. TENA emphasizes confidence, while Libero focuses on protection for delicate skin.
Efficiency Solutions
For its B2B market segments, Essity’s Tork branded automated dispensers are key. They directly address the need to reduce labor costs and improve hygiene compliance.
Core Purchase Drivers
The weighting of health, well-being, and convenience varies across the Essity target market. These drivers fundamentally shape product development and the company's overall marketing strategy in a crowded Competitors Landscape of Essity.
- Operational efficiency and cost-effectiveness for B2B customers
- Discretion and skin health for incontinence product users
- Ultra-absorbency and skin sensitivity for parents
- Sustainability credentials, a factor for 68% of core B2C customers
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Where does Essity operate?
Essity's geographical market presence is strategically diversified, anchored by mature markets in Western Europe and North America that contributed over 60% of its 2024 net sales. The company is simultaneously executing a deliberate pivot towards high-growth emerging markets, which now represent 28% of total sales, a significant increase from 24% just two years prior.
Mature Market Strongholds
Western Europe and North America form the company's revenue foundation, characterized by established brand loyalty and an aging demographic. This drives consistent demand for premium and sustainable products within its core portfolios.
Asia-Pacific Growth Engine
The Asia-Pacific region, particularly China and Southeast Asia, is Essity's primary strategic growth engine. A rising middle class and increasing health awareness are fueling double-digit annual growth in both Consumer Tissue and Professional Hygiene sales.
Latin American Opportunities
Latin America represents another key growth market for the hygiene and health company, though it operates with more inherent economic volatility. The region benefits from growing urbanization and economic formalization.
Localized Market Approach
Essity localizes its approach aggressively to meet distinct regional customer needs. In price-sensitive Asian markets, it offers smaller, affordable pack sizes, while in Europe, it focuses on premium innovations like TENA SmartCare connectivity.
Strategic Geographic Shifts
The company's 2024 annual report highlights a successful strategic shift to capture demographic-led growth outside its traditional strongholds. This geographic diversification is a core component of the broader Revenue Streams & Business Model of Essity designed to ensure long-term stability and expansion.
- Emerging markets now represent 28% of total net sales.
- This is a significant increase from 24% of sales in 2022.
- The growth is primarily driven by the Asia-Pacific region and Latin America.
- Localized product strategies are critical for success in each unique market.
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How Does Essity Win & Keep Customers?
Essity employs a sophisticated, dual-pronged strategy for customer acquisition and retention, meticulously tailored to its B2B and B2C audiences. This approach is informed by deep market research and leverages data to foster long-term relationships and recurring revenue streams across its brand portfolio.
B2B Acquisition
Its primary method is a direct sales force that builds long-term relationships, offering customized hygiene solutions and data-driven consultations. The Tork Vision Cleaning system demonstrates tangible efficiency gains and cost savings to secure new contracts.
B2B Retention
Retention is secured through multi-year contracts and superior service level agreements. The Tork EasyCube™ analytics platform provides clients with indispensable real-time data on product usage, creating strong switching barriers.
B2C Acquisition
The company leverages targeted digital marketing and social media campaigns to reach its consumer profile. Partnerships with healthcare professionals and influencers build essential trust for brands like Libero and Libresse.
B2C Retention
Loyalty programs and direct consumer engagement feed into its CRM for highly personalized marketing. This enables effective subscription models for recurring purchases of essential health and wellbeing items.
2025 Digital Health Initiative
A pivotal initiative is the expansion of its digital health ecosystem around the TENA brand. Using connected device data, it offers personalized product subscriptions and health tips to its target market.
- Dramatically increases customer lifetime value
- Creates powerful switching barriers in a competitive market
- Deepens engagement through personalized health insights
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