Essity Marketing Strategy 2024: A Case Study

Essity, a global hygiene and health company, has unveiled its ambitious marketing strategy for 2024. With a strong focus on innovation-driven growth, market positioning, and consumer engagement, Essity aims to maintain its leadership position in the industry and drive sustainable growth.

In the first quarter of this year, Essity experienced a solid performance with high profitability and strong cash flow. Despite a 4.1% decrease in net sales, the company achieved organic growth of -4.0%. Notably, EBITA increased by 4%, and the EBITA margin saw a rise of 2.2 percentage points. Essity also completed the divestment of subsidiary Vinda, strengthening its balance sheet.

The company’s CEO emphasized the importance of growing volume and gaining market share while maintaining good profitability. This strategic approach sets Essity apart in the industry and positions it as a leader in the market.

Key Takeaways:

  • Essity’s marketing strategy for 2024 focuses on innovation-driven growth, market positioning, and consumer engagement.
  • The company achieved strong financial performance in the first quarter, with increased profitability and cash flow.
  • Essity aims to grow volume and gain market share while maintaining good profitability.
  • The completion of the divestment of subsidiary Vinda strengthens Essity’s balance sheet.
  • Essity’s CEO highlights the company’s commitment to sustainability and corporate social responsibility.

Innovation-Driven Growth

Essity’s business approach is centered around innovation-driven growth, which has driven positive volume growth in the first quarter. The company has prioritized innovation as a key driver for gaining market shares and positioning itself as a leader in the industry. By continuously introducing new and innovative products, Essity has created a strong foundation for growth and profitability.

The first-quarter growth was primarily fueled by the Professional Hygiene and Health & Medical sectors, which experienced a favorable product mix and higher margins. This strategic focus on these segments has contributed to Essity’s overall success and financial performance.

In order to sustain this growth, Essity is committed to understanding and fulfilling consumer needs. The company places significant emphasis on learning about consumer preferences and behaviors. By gaining deeper insights into consumer needs and expectations, Essity aims to improve the effectiveness of its media and digital activations, delivering targeted and impactful marketing campaigns.

Investing in Research and Development

Essity’s commitment to innovation-driven growth is further exemplified by its investment in research and development. The company allocates significant resources to R&D activities, allowing for continuous product improvements and the introduction of breakthrough innovations.

The R&D investments enable Essity to stay ahead of market trends and meet evolving consumer demands. By actively engaging in research and collaboration with external partners, Essity ensures that its products remain relevant and competitive in the market.

Market Positioning and Consumer Engagement

Within the Consumer Goods sector, Essity has witnessed impressive market share growth in the Feminine Care segment. Additionally, the Incontinence Products Retail segment has exhibited strong and consistent growth. These successes reflect Essity’s effective marketing strategy, which is focused on gaining market share and expanding overall volume.

To achieve these goals, Essity makes strategic investments in sales and marketing, particularly in segments with the highest margins. This approach contributes to a positive product mix, further enhancing the company’s market positioning and profitability. By targeting segments with the greatest potential, Essity optimizes consumer engagement and strengthens its overall market presence.

Essity’s commitment to market positioning and consumer engagement drives its continued success in the industry. Through targeted marketing efforts and a deep understanding of consumer needs and preferences, Essity effectively connects with its target audience, gaining their trust and loyalty.

Essity’s ability to position itself effectively within the market and engage with consumers sets it apart from competitors and fuels its growth. By continuously adapting its marketing strategies to consumer demands and preferences, Essity ensures that its products remain relevant and appealing. Through consumer-focused initiatives, such as product innovations and personalized messaging, Essity cultivates strong brand recognition and fosters lasting relationships with its consumers.

With a profound understanding of the importance of market positioning and consumer engagement, Essity will continue to solidify its presence in the industry and drive sustainable growth.

Competitive Analysis

Essity’s strong first quarter performance and focus on innovation-driven growth position the company as a leader in the market. Through a comprehensive marketing strategy, Essity has been able to gain market shares and achieve impressive volume growth, setting itself apart from competitors in the industry. The company’s commitment to profitability and continuous improvement further solidifies its competitive advantage.

By analyzing Essity’s competitive landscape, it becomes evident that the company’s marketing efforts have been successful in positioning it as a market leader. Through strategic initiatives and investments in sales and marketing, Essity has been able to differentiate itself from its competitors and capture a significant market share.

One area where Essity has excelled is in its ability to drive innovation-driven growth. By focusing on developing innovative products that meet the ever-changing needs and preferences of consumers, Essity has been able to stay ahead of the competition. This commitment to innovation has allowed the company to continuously improve its product offerings and capture new market opportunities.

Furthermore, Essity’s emphasis on profitability has contributed to its competitive edge. The company’s strong financial performance, as evidenced by the increase in EBITA and EBITA margin, demonstrates its ability to generate sustainable profits, even in a challenging market environment.

Overall, Essity’s competitive analysis highlights its strong position in the market and its ability to outperform competitors through innovation-driven growth and a focus on profitability. With its comprehensive marketing strategy and commitment to continuous improvement, Essity is well-positioned to maintain its market leadership and achieve long-term success.

Market Segmentation

Essity, a global hygiene and health company, operates across various sectors, including Professional Hygiene, Incontinence Products Health Care, and Consumer Goods. To optimize their marketing efforts and meet the diverse needs of consumers, Essity employs a strategic market segmentation approach.

This segmentation strategy allows Essity to identify specific market segments within each sector and tailor their products and marketing campaigns accordingly. By understanding the unique characteristics and preferences of different consumer groups, Essity can efficiently reach their target audience and deliver products that resonate with their specific needs.

Essity’s market segmentation strategy enables them to allocate marketing resources effectively, focusing on segments that offer the greatest potential for growth and profitability. By targeting specific consumer groups, Essity can create tailored messaging, packaging, and promotions that have a higher chance of resonating with the intended audience.

Moreover, market segmentation enhances Essity’s consumer engagement efforts. By understanding the distinct needs and preferences of different segments, Essity can develop personalized marketing initiatives that foster stronger connections with consumers. This approach fosters brand loyalty and encourages repeat purchases, ultimately driving long-term customer satisfaction and business growth.

Overall, Essity’s market segmentation strategy positions the company for success in an increasingly competitive industry. The ability to effectively identify and target specific market segments enables Essity to optimize their marketing efforts, drive consumer engagement, and deliver products that meet the diverse needs of their customers.

Digital Marketing Plan

Essity has developed a comprehensive digital marketing plan to effectively reach its target audience and drive business growth. Leveraging the power of various digital platforms and channels, Essity employs a multi-faceted approach to promote its products and engage with consumers.

One of the key components of Essity’s digital marketing plan is social media marketing. The company effectively utilizes popular social media platforms such as Facebook, Instagram, and Twitter to connect with consumers, share relevant content, and build brand awareness. By creating engaging and informative posts, Essity aims to establish a strong online presence and foster meaningful connections with its target audience.

Email marketing is another important element of Essity’s digital strategy. Through targeted email campaigns, the company directly communicates with its customers, providing them with personalized product recommendations, exclusive offers, and valuable information. By leveraging customer data and segmentation techniques, Essity tailors its email marketing efforts to ensure maximum impact and engagement.

Influencer collaborations play a significant role in Essity’s digital marketing plan. The company partners with influencers who align with its brand values and target audience, leveraging their social media presence to reach a wider range of consumers. By teaming up with influencers, Essity can effectively promote its products, drive brand awareness, and tap into new consumer segments.

Targeted online advertising is yet another crucial aspect of Essity’s digital marketing strategy. Through platforms such as Google Ads, Essity can reach consumers who are actively searching for relevant products or have shown interest in similar categories. By leveraging precise audience targeting and ad optimization techniques, Essity ensures that its ads are seen by the right people at the right time, maximizing their impact and return on investment.

The Benefits of Essity’s Digital Marketing Plan

Essity’s digital marketing plan offers several key benefits for the company:

  • Increased reach: By utilizing various digital platforms and channels, Essity can extend its brand reach and connect with a wider audience.
  • Targeted promotions: Through data-driven targeting techniques, Essity can deliver personalized promotions and messaging to specific consumer segments, increasing the likelihood of conversion.
  • Enhanced brand engagement: Through social media marketing, influencer collaborations, and email campaigns, Essity can foster meaningful interactions with its target audience, building brand loyalty and trust.
  • Measurable results: With digital marketing analytics and tracking tools, Essity can measure the performance of its campaigns, identify areas for improvement, and optimize its marketing efforts for greater success.

Overall, Essity’s digital marketing plan plays a vital role in driving brand awareness, increasing consumer engagement, and ultimately, contributing to the company’s ongoing success in the market.

Brand Promotion

Essity recognizes the value of brand promotion in establishing awareness and fostering strong brand equity. Through strategic investments in various brand building activities, the company aims to differentiate its products from competitors and cultivate a loyal customer base.

One of the key elements of Essity’s brand promotion strategy is its advertising campaigns. By utilizing engaging and impactful advertisements across different media platforms, Essity effectively communicates its brand message and highlights the unique features and benefits of its products. These campaigns play a crucial role in increasing brand visibility and capturing the attention of target consumers.

In addition to advertising, Essity actively engages in sponsorships and events as part of its brand promotion efforts. By partnering with relevant organizations and participating in industry events, Essity enhances its brand presence and reaches wider audiences. These sponsorships and events provide valuable opportunities for the company to showcase its products and connect with potential customers.

Educating consumers about the importance of hygiene and health is another aspect of Essity’s brand promotion strategy. Through educational initiatives and awareness programs, Essity aims to position itself as a trusted authority in the industry, guiding consumers towards making informed choices that contribute to their overall well-being.

Furthermore, Essity’s commitment to sustainability is integrated into its brand promotion activities. By highlighting eco-friendly practices, responsible sourcing, and environmental initiatives, Essity appeals to conscientious consumers who prioritize sustainability in their purchasing decisions. This not only reinforces the company’s brand values but also attracts environmentally conscious customers.

Overall, Essity’s brand promotion efforts encompass a multi-faceted approach that includes advertising campaigns, sponsorships, events, consumer education, and sustainability. Through these initiatives, Essity aims to differentiate its brand, build strong customer relationships, and establish itself as a leader in the hygiene and health industry.

Consumer Insights

When it comes to understanding the needs and preferences of consumers, Essity leaves no stone unturned. The company recognizes the importance of consumer insights in developing effective marketing strategies and delivering products that resonate with their target audience.

Through rigorous market research, surveys, and data analysis, Essity gathers valuable information about consumer behaviors, trends, and expectations. These insights provide a deep understanding of what drives purchasing decisions, allowing the company to tailor its offerings to meet consumer demands.

One of the key advantages of leveraging consumer insights is the ability to develop products that precisely address consumer needs. By gaining a comprehensive understanding of their preferences, Essity can create innovative solutions that provide maximum value and satisfaction.

Furthermore, consumer insights play a pivotal role in crafting targeted messaging and effective communication strategies. By understanding the language, motivations, and aspirations of their target market, Essity can create impactful campaigns that resonate with consumers on a personal level.

Building Customer Relationships through Satisfaction

Customer satisfaction is a top priority for Essity, and consumer insights are invaluable in achieving this goal. By constantly analyzing feedback and assessing customer sentiments, the company can identify areas for improvement and implement changes that enhance the overall customer experience.

Essity’s commitment to consumer insights is evident in their dedication to delivering products that exceed expectations. Through data-driven decision-making, the company ensures that their offerings align closely with customer desires, resulting in high levels of satisfaction and loyalty.

The importance of consumer insights extends beyond individual products; it also influences the development of Essity’s brand identity. By understanding what resonates with their target audience, Essity can create a compelling brand story that connects with consumers on an emotional level, fostering long-term relationships.

Embracing Data-Driven Decision Making

Consumer insights empower Essity to make informed, data-driven decisions that drive their marketing strategies. By leveraging the power of data, the company can identify emerging trends, anticipate market shifts, and stay ahead of the competition.

Essity’s commitment to consumer insights is reflected in their robust data analytics infrastructure. Through advanced analytics tools and techniques, the company analyzes vast amounts of data to extract meaningful patterns and insights. This data-driven approach ensures that Essity’s marketing efforts are laser-focused, efficient, and effective in reaching their target audience.

Ultimately, consumer insights serve as a compass for Essity, guiding their marketing strategies and informing their business decisions. By staying attuned to the ever-changing needs and preferences of consumers, the company remains at the forefront of innovation and continues to deliver meaningful, impactful solutions.

Advertising Impact Measurement

Essity understands the importance of measuring the impact of its advertising campaigns. To ensure optimal results, the company collaborates with advertising agencies to implement a brand lift measurement solution provided by AudienceProject. This comprehensive tool enables Essity to analyze key metrics and gather valuable insights to refine its marketing strategies and enhance overall campaign performance.

The brand lift measurement solution allows Essity to assess multiple aspects of its advertising campaigns, including campaign results, advertising recall, brand preference, and purchase intention. By evaluating these critical indicators, Essity can gain a deeper understanding of consumer behavior and perception, ultimately guiding the company towards more effective and impactful advertising strategies.

With the granular post-test offering from AudienceProject, Essity can optimize its campaigns based on real-time data and insights. This iterative process helps the company make informed decisions, refine messaging, and achieve long-term impact on the brand and consumer perception.

Benefits of Advertising Impact Measurement

  • Enhanced campaign optimization: By measuring advertising impact, Essity can identify areas of improvement and make data-driven decisions to optimize campaign performance.
  • Improved brand perception: Understanding how consumers recall and perceive Essity’s advertising allows the company to shape its brand image and enhance brand recognition.
  • Informed marketing strategies: The insights gathered from advertising impact measurement provide Essity with valuable information to refine its marketing strategies and messaging.
  • Better resource allocation: By measuring the impact of different advertising campaigns, Essity can allocate its resources efficiently, ensuring maximum return on investment.
  • Competitive advantage: Leveraging advertising impact measurement allows Essity to stay ahead of competitors by continuously improving its advertising efforts and delivering more compelling messages to consumers.

Through its collaboration with advertising agencies and the utilization of robust measurement tools, Essity is committed to delivering impactful and effective advertising campaigns that resonate with consumers and drive long-term success in the market.

Annual General Meeting

Essity holds its Annual General Meeting to provide a platform for shareholders to convene and discuss important matters related to the company’s operations and future direction. This meeting serves as an opportunity for shareholders to exercise their ownership rights and make key decisions that impact the company’s governance.

Shareholders have the option to participate in the meeting either in person or through proxy voting, ensuring that their voices are heard and their votes are counted. This inclusive approach allows for a robust and democratic decision-making process that reflects the diverse perspectives and interests of Essity shareholders.

The Annual General Meeting covers a wide range of agenda items that are critical to the company’s functioning and performance. Some of the key topics addressed during the meeting include:

  • The presentation of the annual report, which provides a comprehensive overview of Essity’s financial performance, achievements, and challenges.
  • Resolutions on financial statements, where shareholders evaluate and approve the company’s financial statements, including the balance sheet, income statement, and cash flow statement.
  • The election of directors and auditors, which involves choosing individuals who will play a crucial role in guiding Essity’s strategic decisions and ensuring the accuracy and transparency of its financial reporting.
  • The approval of remuneration guidelines, which determine the framework for executive compensation and align it with the company’s performance and long-term sustainability goals.

Through the Annual General Meeting, Essity fosters transparency, accountability, and shareholder engagement. This forum enables shareholders to actively contribute to the company’s governance and shape its future trajectory.

In Photos: Essity Annual General Meeting


Essity’s marketing strategy for 2024 is designed to drive innovation-driven growth, strengthen market positioning, and enhance consumer engagement. The company’s impressive first-quarter performance, with strong profitability and cash flow, demonstrates its commitment to achieving these strategic goals. By focusing on market segmentation, digital marketing, brand promotion, and consumer insights, Essity aims to maintain its competitive edge and drive sustainable growth in the hygiene and health industry.

Essity’s business approach centers around continuous investments in sales and marketing, which enable the company to gain market share and grow volume while ensuring profitability. The company’s market segmentation strategy allows for precise targeting of different customer segments, optimizing marketing efforts and delivering tailored products that meet consumer needs.

Leveraging digital marketing platforms and channels, Essity effectively reaches its target audience, leveraging the power of social media, email marketing, influencer collaborations, and targeted online advertising. These digital marketing initiatives enhance consumer engagement and deliver improved results.

Brand promotion plays a vital role in Essity’s marketing strategy, creating strong brand awareness and equity. The company invests in advertising campaigns, sponsorships, and events to differentiate its products from competitors and build a loyal customer base.

Furthermore, Essity’s utilization of consumer insights is a key factor in its success. Through comprehensive market research, surveys, and data analysis, the company gains valuable information about customer preferences, behaviors, and needs. This knowledge allows Essity to develop targeted messaging and refine product offerings to enhance customer satisfaction.

Essity’s commitment to measuring the impact of its advertising campaigns sets it apart from competitors. Collaborating with advertising agencies and utilizing brand lift measurement solutions, such as those provided by AudienceProject, Essity analyzes campaign effectiveness, advertising recall, brand preference, and purchase intention. These insights enable the company to optimize its advertising efforts and ensure a positive long-term impact on brand perception and consumer behavior.

Key Highlights of Essity’s Marketing Strategy
Focus on innovation-driven growth
Strong market positioning through targeted marketing and sales investments
Enhanced consumer engagement through digital marketing and brand promotion
Utilization of consumer insights to drive product development and messaging
Measurement of advertising impact to optimize campaigns and enhance brand perception

About Essity

Essity Aktiebolag (publ) is a global hygiene and health company that specializes in the development, production, and sale of personal care and professional hygiene products. With operations spanning across more than 150 countries, Essity owns and operates several well-known brands, including Tena, Libresse, and Tork.

At Essity, we are committed to improving hygiene and health on a global scale. Our products are designed to enhance the well-being and quality of life for individuals of all ages. From baby diapers to feminine care products, our wide range of offerings cater to the diverse needs of consumers worldwide.

Sustainability and corporate social responsibility are core pillars of our business approach. We strive to reduce the environmental impact of our operations and products through responsible sourcing, innovation, and waste management initiatives. By implementing sustainable practices, we aim to contribute to a cleaner and healthier future for generations to come.


What is Essity’s marketing strategy for 2024?

Essity’s marketing strategy for 2024 focuses on innovation-driven growth, market positioning, and consumer engagement.

How does Essity drive innovation-driven growth?

Essity drives innovation-driven growth through its focus on product development and continuous improvement.

How does Essity position itself in the market and engage with consumers?

Essity positions itself in the market by targeting specific market segments and engaging with consumers through targeted marketing campaigns.

How does Essity analyze its competitive landscape?

Essity conducts a competitive analysis to understand its competitors’ strategies, strengths, and weaknesses in order to gain a competitive advantage.

How does Essity target different market segments?

Essity utilizes market segmentation to target specific market segments with products that meet their unique needs and preferences.

What is Essity’s digital marketing plan?

Essity’s digital marketing plan includes various online platforms and channels to promote its products and engage with consumers.

How does Essity promote and build its brand?

Essity promotes and builds its brand through advertising campaigns, sponsorships, and events to differentiate its products and build brand equity.

How does Essity gather consumer insights?

Essity gathers consumer insights through market research, surveys, and data analysis to better understand customer preferences, behaviors, and needs.

How does Essity measure the impact of advertising campaigns?

Essity collaborates with advertising agencies and utilizes brand lift measurement solutions to analyze the impact of its advertising campaigns.

What happens at Essity’s Annual General Meeting?

Essity’s Annual General Meeting is a gathering of shareholders to discuss important matters, make key decisions, and approve various agenda items.

How would you summarize Essity’s marketing strategy?

Essity’s marketing strategy focuses on innovation-driven growth, market positioning, and delivering products that meet consumer needs.

What is Essity’s business approach?

Essity’s business approach is centered around profitability, continuous improvement, and gaining market share.

What is Essity’s company overview?

Essity Aktiebolag (publ) is a global hygiene and health company that develops, produces, and sells personal care and professional hygiene products.
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