Strategic Analysis Series
Swedish Companies 2024
Essity
Strategic Analysis Report 2024
Breaking Barriers to Well-being
Global Hygiene & Health Leader
Executive Summary
Essity is a leading global hygiene and health company that develops, produces, and sells products and solutions within the segments Personal Care, Consumer Tissue, and Professional Hygiene. The company's purpose is to "break barriers to well-being" for the benefit of consumers, patients, and customers across the globe.
SEK 20.3B
Record Profit 2024
36,000
Employees Globally
2024 Record Performance
Essity achieved its highest-ever profit in 2024, with EBITA margin of 14.0% and ROCE of 17.6%. The company grew strongly in its most profitable categories and gained market shares, demonstrating the success of its strategy to accelerate profitable growth.
Essity's products improve the well-being of 1 billion people every day in approximately 150 countries. The company's strong brand portfolio includes TENA, Tork, Libero, Libresse, Lotus, Tempo, and many more leading brands.
Company Overview
Global Hygiene & Health Leader
Essity was founded in 2017 through the spin-off of SCA's hygiene business, though its roots trace back to 1849. The name "Essity" stems from "essentials" and "necessities," reflecting the company's focus on products that are essential for well-being.
Key Business Metrics 2024
| Metric |
Value |
Details |
| Sales Countries |
~150 |
Global market presence |
| Production Facilities |
~70 |
Close to customers strategy |
| Leading Brands |
20+ |
TENA, Tork, Libero, Lotus, etc. |
| Market Position |
#1 or #2 |
90% of branded sales |
| Net Debt/EBITDA |
1.16 |
Solid investment grade rating |
Strategic Portfolio Optimization
In 2024, Essity divested its 51.59% stake in Vinda (Asian hygiene company) for approximately SEK 19 billion, strengthening its portfolio for higher-margin, lower-volatility products and focusing on core markets.
Business Segments
Three Core Business Areas
Effective January 1, 2026, Essity will reorganize into four business areas to accelerate growth and achieve financial targets more rapidly. The current Consumer Goods area will be split into Personal Care and Consumer Tissue.
Health & Medical
Incontinence products (TENA), wound care (Cutimed, Leukoplast), compression therapy (JOBST), orthopedics. Leading position in incontinence care globally.
20% of sales | 19.3% EBITA margin
Personal Care
Retail incontinence, feminine care (Libresse, Nosotras, Saba, Knix), baby care (Libero, Lotus). Growing in leakproof apparel and menstrual cups.
23% of sales | 15.3% EBITA margin
Consumer Tissue
Toilet paper, household towels, facial tissues, wet wipes. Brands include Lotus, Tempo, Zewa, Cushelle, Plenty. Strong private-label presence.
31% of sales | 9.7% EBITA margin
Professional Hygiene
Complete hygiene solutions under Tork brand: dispensers, paper products, soaps, digital solutions, cleaning services. Leading global position.
26% of sales | 17.9% EBITA margin
Financial Performance 2024
Record-High Profit Achievement
Essity delivered exceptional financial performance in 2024, achieving its highest-ever profit of SEK 20.3 billion with strong margin expansion and cash generation.
Financial Performance Summary (SEK Billion)
| Metric |
2024 |
2023 |
Growth |
| Net Sales |
145.5 |
147.1 |
-1.1% |
| EBITA excl. IAC |
20.3 |
18.9 |
+7.6% |
| EBITA Margin |
14.0% |
12.8% |
+1.2pp |
| Operating Cash Flow |
17.2 |
17.7 |
-2.8% |
| ROCE |
17.6% |
16.4% |
+1.2pp |
Dividend & Shareholder Returns
Proposed dividend increased 6.5% to SEK 8.25 per share (vs SEK 7.75 in 2023). Essity also launched a SEK 3 billion share buyback program in 2024, with a new SEK 3 billion program announced for 2025, reflecting strong cash generation and commitment to shareholder returns.
Q1 2025 Performance
Solid Performance with Higher Sales
Essity began 2025 with positive organic sales growth in all business areas, stable profitability, and continued strong cash flow, demonstrating resilience in turbulent times.
Q1 2025 Performance (SEK Million)
| Metric |
Q1 2025 |
Q1 2024 |
Growth |
| Net Sales |
34,976 |
34,850 |
+0.4% |
| Organic Sales Growth |
2.1% |
-4.0% |
+6.1pp |
| EBITA excl. IAC |
4,706 |
4,880 |
-3.6% |
| EBITA Margin excl. IAC |
13.5% |
14.0% |
-0.5pp |
| Operating Cash Flow |
3,765 |
4,253 |
-11.5% |
Key Q1 2025 Highlights
Product Superiority: Achieved 70%+ (highest ever) | Limited Tariff Impact: Production close to customers mitigates trade risks | Growth Drivers: Higher prices, positive mix, premium products
Regional Performance
Global Footprint with Local Presence
Essity's strategy of having production close to customers and consumers provides resilience against trade disruptions and enables rapid response to local market needs.
Net Sales by Region (9M 2025)
| Region |
Share of Sales |
Key Markets |
Growth Outlook |
| Europe |
61% |
Germany (12%), UK (8%), France (8%), Spain (6%) |
Stable, mature markets |
| Latin America |
17% |
Mexico (8%), Colombia (4%) |
High growth potential |
| North America |
16% |
US (14%) |
Growth focus area |
| Other |
6% |
Asia, Oceania, Africa |
Selective presence |
Manufacturing Strategy
Essity operates approximately 70 production facilities worldwide, enabling local production and supply chain optimization. Recent investments include a €24 million expansion in Tarragona, Spain for incontinence products, making it the first European plant to produce all product lines.
Innovation & Product Development
Breaking Barriers to Well-being
Essity invests significantly in innovation to create products that improve people's lives. Over 70% of the company's offerings are rated as best in market, the highest percentage to date.
TENA Proskin Pants: Enhanced absorption and skin health for incontinence care
Tork Optiserve Coreless: New toilet paper system complementing Tork PeakServe
Improved Libero Diapers: Softer leg pads for better comfort
Cutimed Sorbion Upgrades: Easier and more comfortable wound dressings
Digital Solutions: Tork Vision Cleaning and connected dispensers
Sustainable Innovations
In 2024, 87% of Essity's innovations yielded social and/or environmental improvements, significantly exceeding the target of 50%. This demonstrates the company's commitment to developing sustainable solutions that benefit both people and planet.
Sustainability Leadership
Net Zero by 2050
Essity is committed to achieving net zero greenhouse gas emissions by 2050. The company's targets have been validated by the Science Based Targets initiative (SBTi) and align with the 1.5°C pathway.
Carbon Reduction (Scope 1&2)
-27%
vs 2016 baseline (target: -35% by 2030)
Scope 3 Reduction
-35%
Target by 2030 vs 2016 (updated from 18%)
Sustainable Innovations
87%
2024 (target: >50% annually)
Production Waste Recovery
71%
Target: 100% by 2030
Sustainability Recognition
Essity was named one of the world's 100 most sustainable companies by Corporate Knights and included in S&P Global's Sustainability Yearbook 2025. The company also partnered with the World Economic Forum to promote menstrual health globally.
Brand Portfolio
Leading Global & Local Brands
Essity's portfolio includes world-leading brands and strong local brands, with the company holding the #1 or #2 position in 90% of its branded sales.
TENA
World-leading incontinence brand offering products for both healthcare and retail markets. Focus on skin health and absorption technology.
Global market leader
Tork
Global leader in professional hygiene with complete solutions including dispensers, paper products, soaps, and digital services for facilities.
Professional hygiene leader
Libero & Lotus
Baby care and consumer tissue brands with strong positions in Nordic markets and other European countries.
Nordic market leader
Libresse & Others
Feminine care brands including Libresse, Nosotras, Saba, Knix, plus medical brands Cutimed, JOBST, Leukoplast.
Regional leaders
Brand Strength
Essity's brands are built on trust, scientific efficacy, and innovation. The company continuously invests in brand building and product development to maintain competitive advantages and customer loyalty across markets.
Strategic Priorities
Accelerating Profitable Growth
Essity has launched new, more ambitious financial targets and organizational changes to accelerate growth and achieve targets more rapidly.
Financial Targets 2024+
| Metric |
Target |
2024 Outcome |
| Annual Organic Sales Growth |
>3% |
0.2% |
| EBITA Margin excl. IAC |
>15% |
14.0% |
| ROCE |
>15% |
17.6% |
| Capital Structure |
Solid investment grade |
Maintained |
Organizational Restructuring (Jan 2026)
Essity will implement four business areas: Health & Medical, Personal Care, Consumer Tissue, and Professional Hygiene. This change decentralizes decision-making and strengthens end-to-end accountability to enhance customer focus, speed, and operational efficiency.
Leadership Transition
New CEO for Next Growth Phase
After 14 years with Essity and nearly 10 years as President and CEO, Magnus Groth announced his departure in 2025. Ulrika Kolsrud was appointed as the new President and CEO, effective June 1, 2025.
Magnus Groth Legacy (2015-2025)
Magnus Groth successfully led Essity through significant transformation, increasing profitability, growth, and innovation. Under his leadership, Essity became a world-leading hygiene and health company with strong brands, recognized sustainability work, and profitable growth platform for continued global expansion.
Ulrika Kolsrud - New CEO
Background: Previously President of Health & Medical business unit, member of Executive Management Team since 2015, extensive experience across innovation, production, and sales. Holds Master of Science in Engineering from Chalmers University of Technology. Brings engaging and positive leadership style with deep industry knowledge.
The leadership transition positions Essity for the next phase of growth, with a focus on accelerating profitable expansion and strengthening market positions globally.
Strategic Outlook
Future Growth Drivers
Essity is well-positioned for continued growth, supported by favorable demographic trends, increasing hygiene awareness, and the company's strategic initiatives.
Demographic Trends: Longer life expectancy drives demand for incontinence and healthcare products
Living Standards: Higher living standards increase consumption of hygiene products globally
Hygiene Awareness: Greater awareness of hygiene and health, accelerated post-COVID
E-commerce Growth: Digital transformation and online sales expansion
Emerging Markets: Growth opportunities in developing regions with rising consumption
Key Growth Enablers
Innovation: Continuous product development and digital solutions | Sustainability: Circular economy and net zero commitment | Efficiency: Cost savings and operational excellence | Culture: Winning culture driving performance
Strategic Recommendations
Building on Strong Foundation
Accelerate Digital Transformation: Expand connected dispensers and digital services to create recurring revenue streams and customer stickiness
Grow High-Margin Categories: Focus investment on Health & Medical and Professional Hygiene for superior margins and growth
Expand in Growth Markets: Strengthen positions in North America and Latin America where consumption is rising
Leverage Sustainability Leadership: Use validated net zero targets and sustainable innovations as competitive advantages
Optimize Portfolio Mix: Continue shift away from commoditized consumer tissue toward value-added solutions
Strengthen Innovation Pipeline: Invest in R&D to maintain product superiority above 70% across portfolio
Investment Thesis
Essity offers compelling investment opportunity as global hygiene and health leader with strong brands, record profitability, and clear sustainability commitments. The company's strategic restructuring, new leadership, and focus on high-margin categories position it well for continued profitable growth and value creation.
Thank You
Essity Strategic Analysis 2024
Sources: Essity Annual Report 2024; Q1 2025 Report
Financial Targets & Sustainability Reports; Press Releases
Analysis Date: January 2026