Karen McIntyre, editor11.10.14
A leading manufacturer of absorbent hygiene products globally, SCA counts feminine hygiene as one of its major business units, and, as a major industry player, SCA has shown a great commitment to understanding the consumer. This knowledge has been enhanced by a recently-completed consumer survey—SCA’s Hygiene Matters Survey. The aim of this survey is to raise awareness among decision makers, experts and the general public globally of the connection between hygiene, health and well being. The theme of the survey this year was “Women and Hygiene.”
“About 80% of SCA’s consumers are women,” says vice president communications Josephine Edwall-Björklund. “From a global perspective a majority of women and girls in the world still do not have access to personal care products such as menstrual hygiene protection. This does not only hold women back to be able to participate fully in society socially, educationally and professionally, it can also affect women’s health negatively in ways that are easily preventable.”
To that end, SCA offers feminine towels, liners, tampons and other feminine care products globally under the brands Libresse, Saba, Nosotras and Libra. The range also includes products under the brands Bodyform, Calipso, Donnasept, Komili, Libresse Lifestyle, Nana, Nuvenia, pam and Rozi.
In fact, feminine hygiene has seen a number of innovations over the years. For example, its Multistyle, which is described as being as absorbent as a regular liner but with the added convenience of fitting all types of underwear, responds to awareness that women have multiple undergarment choices.
Another new innovation, The CurveFit liners, feature curvefit technology which stays in place for added comfort.
Teen Spirit
A major component to any successful feminine hygiene strategy is attracting young girls at the onset of menstruation. SCA has played to this strategy through a number of educational and outreach initiatives both in both its established markets and in developing regions.
These outreach programs include a number of educational initiatives for girls regarding menstruation and physical development in emerging markets such as Bolivia, Colombia, Ecuador, the Dominican Republic, Chile, Peru, Puerto Rico, Mexico, Malaysia, Russia and other markets. These efforts started in Colombia in 1990 and since then about two million girls have participated. These initiatives are linked to SCA’s brands Libresse, Saba, Nosotras and Donnasept.
Edwall-Björklund says that SCA’s goal is not to take over the role of civil society but to contribute in fields where it has core competence and interests. This creates a foundation for long-term efforts and real, measurable effects.
Another program promoting SCA’s role in women’s health is Team SCA, an all-women racing team that is participating in the Volvo Ocean Race, a nine-month round-the-world offshore marathon.
“Many consumers today want to know the company behind the products and brands that they buy and use. This race is a unique global platform to increase awareness of SCA and to connect SCA to its customer and consumer brands, such as TENA, Tork, Libero, Libresse, Lotus, Nosotras, Saba, Tempo and Vinda,” says Edwall-Björklund. SCA has also launched Amazing Women Everywhere, a global storytelling mosaic to celebrate amazing women from across the globe.
With the world’s population continuing to grow and age, new opportunities will continue to open up for SCA in feminine hygiene and other disposable markets. The current global population is seven billion and the UN predicts that this figure will grow to nine billion by 2050. At the same time, the average life expectancy is increasing, making the elderly the fastest growing segment of the global population. An aging population will put more pressure on the elderly care system and an increasing number of elderly people will require home care. People are also becoming healthier and continuing to lead active lives at an older age. These factors are contributing to increased demand for customers and consumer-adapted incontinence solutions in both mature and emerging markets, Edwall-Björklund explains..
As the world’s population is growing, the level of poverty in the world is decreasing. An increasing number of people now earn more than $2 per day (the UN’s definition of poverty) or have moved into the middle class. Once people’s most basic needs for food and shelter are met, health and hygiene become top priorities. This creates favorable growth opportunities, and SCA is working to develop business models for consumers with limited resources.
“The greatest population increase is expected to occur in Asia, Latin America and Africa, which means that having a presence in these markets and offering adapted products will be strategically important,” she adds.
Poor or no access to hygiene and sanitation is one of the greatest global challenges to be resolved. Good hygiene and knowledge about hygiene and hygiene products improve people’s health and quality of life. SCA continuously develops new hygiene solutions and educates young women about menstruation and puberty, while teaching children about the importance of good hand hygiene.
For many girls and women in developing countries, access to sanitary pads could mean the difference between going to school and work or being forced to stay home, while incontinence products enable elderly people to live a more active life.
“Women’s possibilities to develop and live their lives to the fullest, are often dependent on access to, and information about, good hygiene,” says Kersti Strandzvist, senior vice president, sustainability. “This is clearly expressed in SCA’s sustainability ambitions and is also a key dimension of our business strategy. The 2014 Hygiene Matters consumer survey clearly reveals that female consumers believe that there is room for improvement in many areas related to hygiene and health in both mature and emerging markets. For SCA, this is much more than a business opportunity. This way of thinking is deeply ingrained in our corporate culture.”
SCA is also working on continued growth in adult incontinence, a market poised to grow significantly as the size of elderly population continues to expand. Currently, the World Health Organization estimates that incontinence sufferers make up 4-8% of the world’s population or 400 million people. SCA, through its market-leading brand TENA, continually innovates and upgrades the purpose made product assortment to address this disease in a more dignified manner.
One example is “lights by TENA,” an innovative incontinence product solution specifically designed to protect against the unexpected
little leaks that many women experience when they laugh, cough, sneeze or exercise. With Fresh Fast Crystals, lights by TENA absorbs faster than ordinary pantyliners, yet are as thin and discreet as ordinary pantyliners, and the products odor-control leaves the user feeling fresh all day long. It comes in four different sizes and gives the user confidence to get on with their day without worrying about little leaks. SCA’s offering, which includes both products and services, improves the quality of life for consumers while also reducing costs for the institutional customers, such as nursing homes. Through TENA Solutions, the company are can provide high quality products to nursing homes, together with qualified advisory services to simplify handling procedures, train nursing staff and reduce costs further.
However, since in many parts of the world, incontinence is still surrounded by a social taboo, it is crucial to raise understanding and acceptance of the disease and enhance quality of life. SCA is endeavoring to break this taboo by providing information and through marketing activities, training and global forums. One example is the Global Forum on Incontinence (GFI), a bi-annual event supported by SCA. The GFI is a platform for education and debate around continence care. The aim is to improve the health and social care provisions for incontinence, giving patients and care givers a better quality of life.
GFI demonstrate the impact of incontinence on the individual and their caregivers and on society as a whole. Continence care is approached from a holistic perspective. The ambition is to present and discuss both prevention, cure and care options and organization and management aspects.
“SCA’s innovation process is deeply embedded in the Group’s strategy and business model. Innovation activities are based on market trends, customer and consumer insight, new technology and business models, with sustainability and product safety integrated into the process,” Edwall-Björklund explains.
Hygiene Matters surveys reveals taboos about hygiene
SCA conducts the Hygiene Matters consumer surveys to raise awareness among decision makers, experts and the general public globally, of the connection between hygiene, health and wellbeing. SCA also aims to contribute to a more knowledge-based public dialogue that strengthens the possibility of improved hygiene for women, men and children everywhere. The 2014 Hygiene Matters survey results highlighted three areas based on consumer insights:
• Hygiene in public places and concerns about becoming ill due to poor hygiene
• The menstruation taboo
• Hygiene is important, and internet a growing information source regarding hygiene and health
The survey found that hygiene concerns differ greatly around the world. More than 50% of this year’s survey respondents in Brazil, Mexico, China, and South Africa are “always” or “often” concerned that they will become ill due to poor hygiene while in Brazil as many as 70% of respondents feel this way and in Mexico 61%.
Menstruation continues to cause social discomfort for the majority of women. Out of the 13 countries surveyed in SCAs Hygiene Matters 2014 consumer survey, more than 50% of the surveyed women in China, Brazil, Mexico, Russia, South Africa, the Netherlands, the U.S, and Spain feel uncomfortable, or very uncomfortable in social situations when they have their period. In China and Brazil 76% and 72%, respectively, report that they feel uncomfortable or very uncomfortable in social situations when they have their period.
The Internet is an increasingly important source for information on hygiene and health. 57% of female and 54% of male respondents have searched the Internet for specific information and facts on personal hygiene and health for themselves.
The results from the 2014 Hygiene Matters consumer survey reinforce SCA’s determination to work even harder to meet women’s needs and desires when it comes to personal and intimate hygiene for themselves and their families, according to executives. There is a clear connection with poor hygiene standards in public restrooms in for example work places, schools, hospitals, restaurants and airports and the spreading of germs and disease, resulting in high costs for private individuals, employers and society overall. As a leading global hygiene company, SCA can play an important role within this context both from a hygiene and health education perspective.
SCA takes a number of measures to meet needs among women, men and children both when it comes to hygiene products and solutions, as well as raising knowledge about personal hygiene that could help combat taboos. These include education, innovation and solid community involvement such as training programs, education distribution, hand washing programs and distribution of sanitary pads.
“This year’s Hygiene Matters survey results show that SCA’s work is relevant and there is still a lot to do for women’s access to hygiene products and solutions, and explaining the close link between hygiene and health,” says Joséphine Edwall-Björklund, Senior Vice President, Group Function Communications, SCA. “About 80 percent of SCA’s consumers are women. From a global perspective a majority of women and girls in the world still do not have access to personal care products such as menstrual hygiene protection.”
“It’s quite incredible: we celebrate birth, yet have a very hard time talking about menstruation and this year’s Hygiene Matters consumer survey confirms that fact again,” says Dr. Christopher Williams, Executive Director of the Water Supply & Sanitation Collaborative Council, the only United Nations body devoted solely to improving sanitation and hygiene in developing countries. “This taboo is radically harmful to women, especially young girls, in developing countries. They miss from one to four days of school per month, suffer discomfort in seclusion, face unnecessary health risks, and feel ashamed about disposing pads, if they even have them. We must work together to ensure that women and girls around the world are able to manage menstruation inside and outside the home with dignity, and we support efforts to gather an evidence base for decision makers.”
“About 80% of SCA’s consumers are women,” says vice president communications Josephine Edwall-Björklund. “From a global perspective a majority of women and girls in the world still do not have access to personal care products such as menstrual hygiene protection. This does not only hold women back to be able to participate fully in society socially, educationally and professionally, it can also affect women’s health negatively in ways that are easily preventable.”
To that end, SCA offers feminine towels, liners, tampons and other feminine care products globally under the brands Libresse, Saba, Nosotras and Libra. The range also includes products under the brands Bodyform, Calipso, Donnasept, Komili, Libresse Lifestyle, Nana, Nuvenia, pam and Rozi.
In fact, feminine hygiene has seen a number of innovations over the years. For example, its Multistyle, which is described as being as absorbent as a regular liner but with the added convenience of fitting all types of underwear, responds to awareness that women have multiple undergarment choices.
Another new innovation, The CurveFit liners, feature curvefit technology which stays in place for added comfort.
Teen Spirit
A major component to any successful feminine hygiene strategy is attracting young girls at the onset of menstruation. SCA has played to this strategy through a number of educational and outreach initiatives both in both its established markets and in developing regions.
These outreach programs include a number of educational initiatives for girls regarding menstruation and physical development in emerging markets such as Bolivia, Colombia, Ecuador, the Dominican Republic, Chile, Peru, Puerto Rico, Mexico, Malaysia, Russia and other markets. These efforts started in Colombia in 1990 and since then about two million girls have participated. These initiatives are linked to SCA’s brands Libresse, Saba, Nosotras and Donnasept.
Edwall-Björklund says that SCA’s goal is not to take over the role of civil society but to contribute in fields where it has core competence and interests. This creates a foundation for long-term efforts and real, measurable effects.
Another program promoting SCA’s role in women’s health is Team SCA, an all-women racing team that is participating in the Volvo Ocean Race, a nine-month round-the-world offshore marathon.
“Many consumers today want to know the company behind the products and brands that they buy and use. This race is a unique global platform to increase awareness of SCA and to connect SCA to its customer and consumer brands, such as TENA, Tork, Libero, Libresse, Lotus, Nosotras, Saba, Tempo and Vinda,” says Edwall-Björklund. SCA has also launched Amazing Women Everywhere, a global storytelling mosaic to celebrate amazing women from across the globe.
As the world’s population is growing, the level of poverty in the world is decreasing. An increasing number of people now earn more than $2 per day (the UN’s definition of poverty) or have moved into the middle class. Once people’s most basic needs for food and shelter are met, health and hygiene become top priorities. This creates favorable growth opportunities, and SCA is working to develop business models for consumers with limited resources.
“The greatest population increase is expected to occur in Asia, Latin America and Africa, which means that having a presence in these markets and offering adapted products will be strategically important,” she adds.
Poor or no access to hygiene and sanitation is one of the greatest global challenges to be resolved. Good hygiene and knowledge about hygiene and hygiene products improve people’s health and quality of life. SCA continuously develops new hygiene solutions and educates young women about menstruation and puberty, while teaching children about the importance of good hand hygiene.
For many girls and women in developing countries, access to sanitary pads could mean the difference between going to school and work or being forced to stay home, while incontinence products enable elderly people to live a more active life.
“Women’s possibilities to develop and live their lives to the fullest, are often dependent on access to, and information about, good hygiene,” says Kersti Strandzvist, senior vice president, sustainability. “This is clearly expressed in SCA’s sustainability ambitions and is also a key dimension of our business strategy. The 2014 Hygiene Matters consumer survey clearly reveals that female consumers believe that there is room for improvement in many areas related to hygiene and health in both mature and emerging markets. For SCA, this is much more than a business opportunity. This way of thinking is deeply ingrained in our corporate culture.”
SCA is also working on continued growth in adult incontinence, a market poised to grow significantly as the size of elderly population continues to expand. Currently, the World Health Organization estimates that incontinence sufferers make up 4-8% of the world’s population or 400 million people. SCA, through its market-leading brand TENA, continually innovates and upgrades the purpose made product assortment to address this disease in a more dignified manner.
One example is “lights by TENA,” an innovative incontinence product solution specifically designed to protect against the unexpected
However, since in many parts of the world, incontinence is still surrounded by a social taboo, it is crucial to raise understanding and acceptance of the disease and enhance quality of life. SCA is endeavoring to break this taboo by providing information and through marketing activities, training and global forums. One example is the Global Forum on Incontinence (GFI), a bi-annual event supported by SCA. The GFI is a platform for education and debate around continence care. The aim is to improve the health and social care provisions for incontinence, giving patients and care givers a better quality of life.
GFI demonstrate the impact of incontinence on the individual and their caregivers and on society as a whole. Continence care is approached from a holistic perspective. The ambition is to present and discuss both prevention, cure and care options and organization and management aspects.
“SCA’s innovation process is deeply embedded in the Group’s strategy and business model. Innovation activities are based on market trends, customer and consumer insight, new technology and business models, with sustainability and product safety integrated into the process,” Edwall-Björklund explains.
Hygiene Matters surveys reveals taboos about hygiene
SCA conducts the Hygiene Matters consumer surveys to raise awareness among decision makers, experts and the general public globally, of the connection between hygiene, health and wellbeing. SCA also aims to contribute to a more knowledge-based public dialogue that strengthens the possibility of improved hygiene for women, men and children everywhere. The 2014 Hygiene Matters survey results highlighted three areas based on consumer insights:
• Hygiene in public places and concerns about becoming ill due to poor hygiene
• The menstruation taboo
• Hygiene is important, and internet a growing information source regarding hygiene and health
The survey found that hygiene concerns differ greatly around the world. More than 50% of this year’s survey respondents in Brazil, Mexico, China, and South Africa are “always” or “often” concerned that they will become ill due to poor hygiene while in Brazil as many as 70% of respondents feel this way and in Mexico 61%.
Menstruation continues to cause social discomfort for the majority of women. Out of the 13 countries surveyed in SCAs Hygiene Matters 2014 consumer survey, more than 50% of the surveyed women in China, Brazil, Mexico, Russia, South Africa, the Netherlands, the U.S, and Spain feel uncomfortable, or very uncomfortable in social situations when they have their period. In China and Brazil 76% and 72%, respectively, report that they feel uncomfortable or very uncomfortable in social situations when they have their period.
The Internet is an increasingly important source for information on hygiene and health. 57% of female and 54% of male respondents have searched the Internet for specific information and facts on personal hygiene and health for themselves.
The results from the 2014 Hygiene Matters consumer survey reinforce SCA’s determination to work even harder to meet women’s needs and desires when it comes to personal and intimate hygiene for themselves and their families, according to executives. There is a clear connection with poor hygiene standards in public restrooms in for example work places, schools, hospitals, restaurants and airports and the spreading of germs and disease, resulting in high costs for private individuals, employers and society overall. As a leading global hygiene company, SCA can play an important role within this context both from a hygiene and health education perspective.
SCA takes a number of measures to meet needs among women, men and children both when it comes to hygiene products and solutions, as well as raising knowledge about personal hygiene that could help combat taboos. These include education, innovation and solid community involvement such as training programs, education distribution, hand washing programs and distribution of sanitary pads.
“This year’s Hygiene Matters survey results show that SCA’s work is relevant and there is still a lot to do for women’s access to hygiene products and solutions, and explaining the close link between hygiene and health,” says Joséphine Edwall-Björklund, Senior Vice President, Group Function Communications, SCA. “About 80 percent of SCA’s consumers are women. From a global perspective a majority of women and girls in the world still do not have access to personal care products such as menstrual hygiene protection.”
“It’s quite incredible: we celebrate birth, yet have a very hard time talking about menstruation and this year’s Hygiene Matters consumer survey confirms that fact again,” says Dr. Christopher Williams, Executive Director of the Water Supply & Sanitation Collaborative Council, the only United Nations body devoted solely to improving sanitation and hygiene in developing countries. “This taboo is radically harmful to women, especially young girls, in developing countries. They miss from one to four days of school per month, suffer discomfort in seclusion, face unnecessary health risks, and feel ashamed about disposing pads, if they even have them. We must work together to ensure that women and girls around the world are able to manage menstruation inside and outside the home with dignity, and we support efforts to gather an evidence base for decision makers.”
