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/63/:B6B6@3/B


A1/^`]¿bW\Q`SOaS( <]`bVS`\3c`]^S`SQgQZSa[]ab( <SeRWO^S`TOaVW]\
 Contents Nº 2 2008

2]g]cSdS`e]``gbVOb
g]ceWZZPSQ][SaWQYOa
O`SacZb]T^]]`VgUWS\S-
7Ta]g]cO`SO[]\U
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7<B@/4471
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 16
"A6/>3C>
Which is dirtier: a computer keyboard or a toilet
seat? Do customers buy more if they move
counterclockwise through a store? The answers
in Shape Up.

$A6/>31=D3@
Poor hygiene is a big threat for industrialized
countries as well as for developing ones. In Sweden,
more people die from poor hygiene than die in
traffic accidents.

$B@3<2A
20 Russians want luxury even in the bathroom, child-
ren take more time for toilet training and Europe is
better at dealing with growing mountains of waste.

>@=47:3
SCA’s new CEO Jan Johansson and his new orga-
nization will focus on growth of hygiene products.

"B316<=:=5G
The Canadian contora pine thrives in Swedish
forests and has advantages over Swedish pines.

$A1/7<A723
Shareholders left this year’s annual meeting with
26 30 their own trees and Libero’s spring collection is
inspired by the 1970s.

!1/;3@/
Furniture made of corrugated board does more
than just save trees and lower carbon dioxide emis-
sions, it is also a thing of beauty.

!"@3>=@B
SCA’s profits rose during the first quarter.

A1/AVO^SWaO[OUOhW\ST`][A1/^`W[O`WZgUSO`SRb]eO`RaVO`S >cPZWaVS`0]RWZ3`WYaa]\;O\OUW\USRWb]`/\\OASZPS`U
V]ZRS`aO\RO\OZgabaPcbOZa]T]`X]c`\OZWaba]^W\W]\ZSORS`aO\R]bV 3RWb]`WOZ/\\OASZPS`UA1/O\R5‡`O\:W\R9`WabW\>wSdO
S`aW\bS`SabSRW\A1/¸aPcaW\SaaO\RRSdSZ]^[S\bAVO^SWa^cPZWaVSR /^^SZPS`U2SaWU\B]\S9\WPSab‡Z/^^SZPS`U>`W\bS`
T]c`bW[Sa^S`gSO`BVS\SfbWaacSWaRcSW\AS^bS[PS` & A‡`[ZO\Ra5`OTWaYO?cSPSQ]`/09Ob`W\SV]Z[
/RR`SaaA1/1]`^]`ObS1][[c\WQObW]\a0]f%& %!'% 1]dS`^V]b]/ZSfO\RS`>WVZ
Ab]QYV]Z[BSZS^V]\S"$&%&&#4Of"$&$%&&!
A1/AVO^SWa^cPZWaVSRW\AeSRWaVO\R3\UZWaVBVSQ]\bS\baO`S^`W\bSR]\5`O^V]1]bS&U`O[T`][A1/4]`Sab>`]RcQba@S^`]RcQbW]\]\ZgPg
^S`[WaaW]\]TA1/1]`^]`ObS1][[c\WQObW]\aBVS]^W\W]\aSf^`SaaSRVS`SW\O`SbV]aS]TbVSOcbV]`a]`^S`a]\aW\bS`dWSeSRO\RR]\]b\SQSaaO`WZg
`STZSQbbVSdWSea]TbVSSRWb]`a]`A1/G]cQO\acPaQ`WPSb]A1/AVO^S]``SORWbOaO^RTObeeeaQOQ][

I  &KA6/>3A1/ !
 A6/>3C>

9SgP]O`RRW`bWS`
bVO\b]WZSb
4=C@=CB=4!! keyboards had so
many bacteria that there was a risk
of food poisoning, according to a study
from University College London
Hospital. Previous surveys have shown
that office keyboards contain 400
times more bacteria on average than

Luxury
toilet seats. The culprit in this drama
is mainly computer users eating lunch
>6=B=(7AB=19>6=B=

in front of their computer. Particles

of food lodge in the keyboard and EVObSdS`g]cR](
provide a home for millions of bacteria. 2]\˜bSObW\T`]\b]T
bVSQ][^cbS`

231727<5=<B63
@756BB=7:3B>/>3@
Did you know that you make at least

\]bVW\UT]`bVS2cbQV 10 decisions when you buy toilet paper?

For instance, should it be one-ply, two-
ply, three-ply or even four-ply paper?
/U`SObS`^`]^]`bW]\]TbVSe]`ZR¸aQ]\ac[S`aR]\¸bQO`SOP]cbSf^S\aWdS
P`O\RaBVOb¸abVS¿\RW\U]TO\Seac`dSgPgbVS<WSZaS\1][^O\g]\eVOb Different packages have different num-
Zcfc`gU]]RaeSe]cZRQV]]aSWTeSVORc\ZW[WbSRTc\RaBVS2cbQVeS`SZSOab bers of rolls, different lengths of rolls,
W\bS`SabSRW\Zcfc`g³"!^S`QS\be]cZR\]bQV]]aSO\gZcfc`gP`O\R³T]ZZ]eSRPg not to mention all the different patterns
<]`eSUWO\a!%^S`QS\bO\Ra][SeVObac`^`WaW\UZg/[S`WQO\aeWbV!#^S`QS\b that are available. There is also a lot of
W\RWTTS`S\bb]Sf^S\aWdSP`O\Ra=bVS`eWaS5cQQWWabVSP`O\RbVObObb`OQba variation between brands in terms of
[]ab^S]^ZS ^S`QS\b]TbVSe]`ZR¸aQ]\ac[S`a5cQQWVOa^O`bWQcZO`ZgVWUV
quality. Most people don’t want paper
abObcaW\7\RWOeVWZSbVS1VW\SaS^`STS`1VO\SZO\RbVS@caaWO\a1V`WabWO\2W]`
that’s too rough, but on the other hand
they don’t want it so soft that it falls
apart when it gets wet, and it can’t leave
lint either.
“Comparing three-ply paper with
one-ply paper isn’t relevant,” says An-
nette Storm Hanssen at SCA Tissue
Europe. “They’re two completely dif-
ferent products!”
The length for different toilet paper
brands varies considerably, from under
>6=B=(7AB=19>6=B=

20 meters to over 60 meters, so buying

something cheap can be expensive in
the long run.

"A1/A6/>3I  &K
 @CAA7/<@3B/7:3@A>=AB
A/:3A=407::7=<3C@=A
The Russian retail trade continues to grow, posting sales of 100
billion euros last year. The largest players in the market are now the
Russian group X5, with roughly 5 percent of the market. The
German group Metro is second largest and has succeeded in capturing
Longer and heavier almost 5 percent of the Russian retail market since it started up

to save nature there in 2000, according to the Russian online daily Kommersant.

/!bS`Z]\U&&b]\Zc[PS`b`cQY @O\YW\UAOZSa %[WZZW]\Sc`]a

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1=C<B3@1:=19E7A3
7<B63AB=@3;3/<A
;=@3>C@16/A3A
Most people probably know that the smell
of freshly baked bread increases our desire to
buy things when we’re in the grocery store.
But there are many other tricks to get us
to consume more. For instance, purchases
of everyday goods increase if customers
move counterclockwise in a store rather
than clockwise – the explanation is that it
is easier for people who are right-handed.
Similarly, we buy more when there is a blue
background rather than red, argues the
researcher and author Jens Nordfält in his
prize-winning book Marknadsföring i butik
(‘Marketing in Stores’), according to the
Swedish daily Dagens Nyheter.
He also shows how large price displays
make us think the price is low, an effect that
is pronounced if the display sign is lit with
fluorescent lighting. The placement of goods
is very important, as in where on the shelf an
item is placed. Placing it at the end of a long
aisle instead of the middle can increase sales
by as much as 400 percent.

I  &KA6/>3A1/ #
A6/>31=D3@

B63
B6@3/B
=427@BG
6/<2A
Hygiene is a major concern throughout the world,
in advanced and developing countries alike.
A global survey found that people everywhere
worry about getting sick because of poor hygiene,
but it also turned up some surprising results.
B3FB(A/@/03@5?D7AB>6=B=(/:3F/<23@>76:

h
ygiene is a global issue.
It is a matter of life and
death in some places,
while in other places
it’s more about quality
of life. To learn more
about people’s habits
and attitudes on hygiene, SCA has done
a survey in nine countries. The survey
shows that people worry the most in
Mexico, where nearly everyone (93
percent) frets at one time or another
about the risk of hygiene-related ill-
nesses. One-fi fth of Mexicans say it’s a
constant fear.
Of the countries surveyed, Sweden
was the most relaxed on issues of hy-
giene and illness. Half of Swedes never
worry about the risk of hygiene-related
illness, and only 5 percent do so on a reg-
ular basis. But even in Sweden, accord-
ing to some calculations, more people
die from poor hygiene than from traffic
accidents. The greatest problem here is
poor hand hygiene in healthcare.
“Rough estimates indicate that
about 10 percent of all patients admit-
ted are affected by infections related
to healthcare,” says Jonas Bonnedahl,
senior physician for infectious diseases
at Kalmar County Hospital in south-
ern Sweden. “It would have been pos-
7\AeSRS\[]`S^S]^ZS
sible to avoid perhaps 20 to 30 percent RWST`][^]]`VgUWS\SbVO\
of these with better hand hygiene.” T`][b`OT¿QOQQWRS\ba
>==@6/<26G573<3 in bathrooms
is seen as the single greatest threat to
health, according to the survey. After

$A1/A6/>3I  &K
ALMOST A
THIRD OF ALL
CHINESE OFTEN
REFRAIN FROM
EATING DINNER
AT AN AQUAIN-
TANCE’S HOME
BECAUSE
OF HYGIENE
CONCERNS.

that come poor hand hygiene in food

preparation, improper handling of food
and the risk of infection from contacts
with other people.
People are frequently reminded to
wash their hands after they go to the
bathroom, and a full 95 percent of re-
spondents around the world say they
do. In addition, 83 percent wash their
hands before meals, although only half
of Swedes do so. In other situations,
hand hygiene varies significantly among
the countries surveyed. In China and
Mexico it is more common for people to
wash their hands after handling money.
In Russia, nine out of ten people wash
their hands when they come home.
Views of health risks differ in the
various countries. Nearly eight out of
ten Mexicans see poor hygiene in food

I  &KA6/>3A1/ %
A6/>31=D3@

preparation as one of the biggest prob-

lems. Mexicans are also most likely to
see hygiene risks in not bathing or tak-
ing a shower often enough. Russians
and Chinese see greater danger from
coming into contact with animals.

43/@ =4 >==@ hygiene affects peo-

ple’s everyday behavior, the survey found.
Virtually all those surveyed said they
think most about hygiene and cleanliness
in connection with visits to public bath-
rooms. More than half of respondents,
and a full 70 percent of women, try to
avoid using public facilities.
BVSQcbWQZSaVW\ROZ]b
Concerns about hygiene inhibit peo-
]TPOQbS`WOO\RO`S
ple in other situations as well. Almost a ]TbS\\SQZSQbSReVS\
third of all Chinese often refrain from eOaVW\UVO\Ra
eating dinner at an acquaintance’s home
because of hygiene worries. One out of
three Americans and Chinese shun pub-
lic transportation for the same reason.
Many also consider hygiene when
they visit restaurants, when they have to
touch things in public spaces and when
they go to swimming pools. In work-
places too, there is a fear of poor hy-
giene. One-third of all the people in the
survey often worry about being infected
by their colleagues.
When it comes to personal hygiene,
the most common practice is to show-
er or bathe once a day. Mexicans and
Australians shower most frequently,
whereas half of Chinese people shower
at most twice a week.

B63;/8=@7BGA>3<2 between 10
and 30 minutes on their morning ablu-
tions each day, but there are major cul-
tural differences. Swedes and Chinese
are done in less than 10 minutes, while
Mexicans like to linger in the bathroom
for more than half an hour.
Despite growing awareness of envi-
ronmental and climate issues, less than
half of respondents said environmental
concerns were critical in their decision to
buy personal care products like sanitary
napkins, soap and paper. Swedes and
Russians give the least consideration to
environmental aspects, while the French,
Mexicans and Chinese have changed
their behavior to the greatest extent.
;O\gbOP]]a
`SZObSRb]
VgUWS\S
7\[O\gQ]c\b`WSaWbWabOP]]
b]bOZYOP]cbacPXSQba`SZObSR
b]VgUWS\S7\Q]\bW\S\QS
PObV`]][dWaWba[S\ab`cObW]\
O\RP]RgVOW`O`SQ]\aWRS`SR
[]abS[PO``OaaW\U men think it is awkward to have to buy
 When it comes to taboo topics, there
are also major cultural differences. Al-
most one-fifth of the French cannot
imagine discussing hair care with some-
one else, whereas only 4 percent of peo-
ple globally didn’t want to. In Mexico,
almost half the people think it is embar-
rassing to talk about foot hygiene, and
in China it is considered really awkward
to talk about body hair.
There are also differences between
the sexes. Whereas women are more
sensitive about discussing incontinence
than men, men find it harder to talk
about menstruation. Almost half the
sanitary napkins and tampons. Most
people surveyed, 85 percent, can imag-
ine talking to their partner about vari-
ous hygiene issues, but only 9 percent

&A1/A6/>3I  &K
can imagine discussing such things with
strangers and new acquaintances.
The fact that some topics related to
hygiene are taboo presents major prob-
lems, especially for women in different
parts of the world. Many women have
to stay home from school or work dur-
ing their period because of poor access
to sanitation, which is sometimes the re-
sult of fear of talking about the subject.
while Swedes prefer a natural scent.
In China and Germany, a quarter of
the people say women can keep their
legs hairy. As for men, it is better that
they shave, cut their hair and nails, avoid
creams and make-up and preferably use
cologne.
In Mexico in particular, people ap-
preciate men who use scents, whereas
the majority in China prefer that men
skip the cologne. Mexicans like a well-
groomed beard, but Chinese prefer
/0=CBB63AC@D3G
BVSac`dSgQ]\aWaba]T_cSabW]\a
]\V]eVgUWS\SObbWbcRSaO`SW\AeS
RS\0`WbOW\4`O\QS5S`[O\g@ca
aWO1VW\O/cab`OZWO;SfWQ]O\RbVS
CA4WdSVc\R`SR^S]^ZST`][SOQV
Q]c\b`g&" W\/cab`OZWOO\aeS`SR
bVS_cSabW]\aBVS`Sa^]\aSaeS`S
acP[WbbSRdWObVS7\bS`\SbO\ROPOZ
O\QSRRWab`WPcbW]\PgOUSO\RaSfW\
SOQVQ]c\b`geOaUcO`O\bSSRcaW\U
O_c]bOPOaSRaO[^ZSA1/W\WbWObSR

AV]`bVOW`O\R clean-shaven men. Germans and Amer-

icans have a positive view of long hair
bVSac`dSgeVWQVeOaQO``WSR]cbPg
bVSAeSRWaVac`dSgQ][^O\gC\WbSR

QZSO\aVOdS\ for men, and Russians think it’s nice for

men as well as women to have longer
;W\RaeWbVbVSVSZ^]Tac`dSgQ][
^O\g1W\bBVSTcZZ`S^]`beWZZPS^cP
ZWaVSRRc`W\UbVSac[[S`
;S\aV]cZRVOdSaV]`bVOW`O\R well-manicured nails.
b`W[[SR\OWZaO\RPSQZSO\
aVOdS\eVWZSe][S\aV]cZR
^`STS`OPZgVOdSaVOdSRZSUa
eSO`XSeSZ`gO\RcaS^S`Tc[S
Those are the perceptions of how to be
clean and fresh, on average in the coun-
tries surveyed. For a woman to be viewed
as clean and fresh, both women and men
see shaved legs as most important. After
that come using perfume and jewelry, hav-
ing long hair, avoiding make-up, putting
one’s hair up and using skin cream. The
demands are highest for Russian women.
Russia has the most people who appreci-
ate women shaving their legs and wearing
jewelry and make-up. The French and
Mexicans like women to use perfume,

MEXICANS AND
AUSTRALIANS
SHOWER MOST
FREQUENTLY.
A6/>31=D3@

5]]Rb]Y\]eOP]cb
VO\RVgUWS\S(
7\TSQbW]caRWaSOaSaO`SbVS`SOa]\T]`OZ]b]TOPaS\QSa
RcSb]WZZ\SaaR]Qb]`dWaWbaO\RROgabOYS\]TTe]`Yb]
QO`ST]`aWQYQVWZR`S\7[^`]dSRVO\ReOaVW\UVOPWba
Q]cZRU]OZ]\UeOgb]eO`R^`SdS\bW\UW\TSQbW]\a
BVWaWaeVObb]R](
SCA raises knowledge
about hygiene
9]\eZSRUSO\RU`SObS`OeO`S\SaaO`SbVS
POaWa]TW[^`]dSRVgUWS\SabO\RO`RaW\bVS
e]`ZREWbVbVWaOaWbaabO`bW\U^]W\bA1/Wa
QO``gW\U]cbOaS`WSa]TUZ]POZac`dSga]\
VgUWS\S

1 2 B6347@ABAC@D3G involving attitudes toward

hygiene, is presented in the accompanying article.
“We’ve worked for a long time with raising the
level of knowledge in the product categories and
brands we have,” says Bodil Eriksson, senior vice
president, corporate communications, at SCA.
“The surveys we’re now carrying out take an in-
0]RWZ3`WYaa]\ tegrated approach to hygiene based on a number
@W\aSg]c`VO\RaW\ of different aspects.”
ZcYSeO`[eObS`7b EOaVg]c`VO\RaeWbV Many issues related to hygiene are strictly taboo. Silence and
RWaa]ZdSa^`]bSW\a eO`[`c\\W\UeObS` ignorance make life shorter and more difficult for many people
O\RRW`b O\RZW_cWRa]O^ in the world.

3 4 “For SCA, which is one of the world’s biggest manufacturers

of hygiene products, there are both human and business-based
reasons for calling attention to and discussing hygiene issues,”
Eriksson says. The results of the surveys and other initiatives in
the hygiene field will be shown on SCA’s website and presented
at various events.
One of SCA’s aims is to increase the rate of growth in the hygiene
category. Developing countries in particular have great potential,
as their use of hygiene products is still very limited and the dispos-
@W\aSeSZZc\RS`
able income rises in many countries. Another trend that suggests
`c\\W\UeObS`9SS^ :SbbVSeObS``c\
bVSVO\RaZ]e]dS` T`][g]c`e`Waba increased use of hygiene products is aging populations.
bVSPOaW\b]Od]WR R]e\b]g]c`¿\US` “People who have moved out of poverty begin almost immedi-
a^ZOaVW\U bW^a ately to give priority to personal hygiene,” Eriksson says. “In In-

5 6
dia alone, some 430 million people are leaving the poverty stage,
and the trend are similar in China and South America.”
In Mexico, SCA has
B7AAC3/<26G573<3 already developed fem-
A/:3A(A39##"!!; inine sanitary protec-
7AB=19>6=B=

=>3@/B7<5>@=47B(A39"$&"; tion for a target group

/D3@/53<C;03@ that is less well off.
=43;>:=G33A( $' This has in part meant
;/@93B(A1/WabVSe]`ZR¸abVW`R making simpler prod-
2`gg]c`VO\Ra Bc`\bVSeObS`]TT O\R3c`]^S¸aPWUUSabac^^ZWS`]T
QO`STcZZgeWbVRWa^]a eWbVbVS^O^S`b]eSZ
ucts that can be sold at
bWaacST]`SfO[^ZSb]WZSb^O^S`
OPZS^O^S`b]eSZa W\abSOR]Tg]c`VO\Ra YWbQVS\`]ZZaO\RVO\RYS`QVWSTa a low price, and also
AOZSa]TbWaacSW\a][S&Q]c\ making the products

@S[S[PS`bVOb¬ b`WSaO[]\U]bVS`P`O\Ra[O`YSb
SRc\RS`bVSUZ]POZP`O\RB]`Y
more easily available.
“The products are sold
¬ZW_cWRa]O^Wa[]`SVgUWS\WQbVO\OPO`]Ta]O^ A1/WaO[O`YSbZSORS`W\W\Q]\bW in small stands in rural
¬QZ]bVVO\Rb]eSZaaV]cZRPSQZSO\O\RR`g0OQbS`WO \S\QSQO`SeWbVbVSUZ]POZB3</
areas so that everyone
_cWQYZg[cZbW^ZgW\ORO[^b]eSZ P`O\RO\RVOdSZSORW\U^]aWbW]\a
W\RWO^S`aO\RaO\WbO`g^`]bSQbW]\ can get hold of them.
¬R`gW\UeWbVOV]bOW`PZ]eS`QO\W\Q`SOaSbVS
\c[PS`]TPOQbS`WO]\g]c`VO\Ra AOZSa]TTS[W\W\SQO`S^`]RcQba In some places we sell
¬QcbWQZSaO\RbVSO`SOc\RS`g]c`\OWZaQ]ZZSQbO W\a][S'Q]c\b`WSa them in a one-pack ver-
Z]b]TPOQbS`WO sion,” Eriksson says.

A1/A6/>3I  &K
 l e i n e
„Üb er k
en…“
n lach
anne
P >`W\bORW\5S`[O\g
O\R/cab`WOT]`V]eHSeO
EWaQVESUbVSZSORW\U
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bVSOZZ^c`^]aSb`]cPZS
aV]]bS`ObV][S

el ft!
or m kra
S -F aug
e r SO ke S
m i t d st ar
& We g x tra
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…d a n k Z e w a W
ZEWA WISCH & WEG
www.zewa.de Mit einem Wisch ist alles weg
A6/>31=D3@
µ5==2B=7:3BA6/D3
B=6/D3AB/BCA¶
Singapore’s Jack Sim wants to give status to toilets
and break the taboo of talking about pee and
poo. He founded the World Toilet Organization
seven years ago in a bid to improve global
sanitary conditions.
B63</;3=4 the World Toilet Or-
ganization and its logo in the form of a
toilet seat probably draw a lot of smiles.
That’s fi ne with its founder, Jack Sim.
He sees humor as an effective tool to get
people to dare to talk about toilets, pee
and poo. Because if you’re going to do
something about the sanitary situation,
you have to be able to speak frankly.
“The key to the future is raising the
status of having good toilets, and thus
the demand for them,” Sim says. “That’s
much more effective than just informing
people about the clear health benefits.”
His goal is to get people to want to put
money into good toilets in the same way
they want a TV or cellphone. “We’re try-
ing to influence people’s view of toilets
 A1/A6/>3I  &K
in different parts of the world so that it
will be considered low status not to have
one,” he says. “Then there will be more
people who give that priority.”
His interest in toilets was sparked
some 10 years ago when he read an arti-
cle in which Singapore’s prime minister
at the time, Goh Chok Tong, said the
state of a country’s public toilets could
be used as a measure of the country’s
social graciousness.
µ031/CA3 B=7:3BA 63@3 in Sin-
gapore were in a miserable state, I de-
cided to do something about it and
formed the Restroom Association of
Singapore,” Sim recalls. In the course
of an outreach program that involved
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cleaning up toilets in Sri Lanka, he dis-

covered there were another 15 toilet
organizations in the world, but no um-
brella organization. “So I founded the
World Toilet Organization in order to
gather and spread knowledge,” he says.
“There’s an enormous need. In a world
where 40 percent of the population
doesn’t have access to toilets and mil-
lions of people die as a result, it’s time
we start acting.
Since the start of his WTO in 2001, the
number of member countries has grown
to 46, and about a hundred organizations
and government authorities are involved.
The group has established a college, and
each year it holds a summit in one of the
member countries to discuss issues, dem-
onstrate technical and practical solutions,
disseminate good examples and develop
concrete plans of action. “In order for there
to be any action and not just a lot of talk,
we hold workshops instead of lectures,”
Sim says. “The working groups are com-
posed so that they each have all the skills
and authority to make decisions.”

/E/@3<3AA=4B63 importance of
the sanitary situation has increased dra-
matically, especially in Asia, he says, and
things have started to happen. In China,
Beijing is investing USD 100 million to
build 4,000 first-class toilets in time for
this summer’s Olympics. “It’s spread
7\dSab[S\baW\aO\WbObW]\
to other parts of China,” Sim says. “In
Shanghai, people have started improving
gWSZRSQ]\][WQ`Sbc`\a
7b^Ogab]W\dSabW\W[^`]dSRaO\WbObW]\W\RSdSZ]^W\UQ]c\b`WSa

the toilets and have produced a number
of new public toilets, for taxi drivers, in
shopping malls and for general use.”
Another example is the Indian organi-
zation Sulabh International, which has
built a number of public toilets that are
now run and attended by the “lower-
caste” Dalits. The result has been not just
improved sanitation but also a chance to
break the caste system by giving the low-
est caste improved conditions and an op-
portunity to make money and send their
children to school. “It never works just
relying on donations,” Sim says. “So it’s
a really good example of how sanitary
improvements can take place based on
business principles.”
E6=O\RbVSC<SabW[ObSbVObSdS`gR]ZZO`W\dSabSRW\W[^`]dSR
aO\WbObW]\gWSZRaO`Sbc`\]T\W\SR]ZZO`a
To improve welfare and bring about eco-
nomic development in a country, access to
adequate toilets is needed. Many countries
lose substantial sums by having to wait in
line each day for the small number of pub-
lic toilets available or look for a secluded
place to see to their needs. The World
Health Organization calculates that in-
vestments in improved sanitation can
save half an hour a day for people with
poor access to sanitation. For a house-
hold with six people, that means 21
hours a week that can instead be spent
working or studying.
A=C@13(B63C</<2E6=7<B3@</B7=</:G3/@=4A/<7B/B7=< &
Investments in improved sanitation
also yield a number of other economic re-
turns. Nowadays, poor sanitation causes
a number of different diarrhea diseases
in developing countries. Better sanita-
tion reduces both healthcare costs and
lost working hours.
For women, improved sanitation is espe-
cially important. Many girls stop going to
school when they begin to menstruate be-
cause they lack access to good toilets. Simi-
larly, many women have to stay home from
work during menstruation when there are
no toilets.

"A1/A6/>3I  &K










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Libresse bindor ser olika ut fram och bak. Eftersom de är formade efter din kropp blir de både
säkrare och bekvämare. Läs mer på www.libresse.se FEEL SECURE. WEAR LIBRESSE. RESSE
RESSE.
B@3<2

0@/<2A
=</@=::7<B63
3/AB For shopping-crazed Russians,
the ongoing love story
with wellknown and strong
brands also includes less
glamorous areas. When Russian
consumers today choose
toilet paper, it has to have the
right label on the roll.

a
B3FB(;/BB7/A/<23@AA=<>6=B=(53BBG7;/53A

fter decades of using the party
organ Pravda as their closest
companion in the bathroom,
Russians are about to discov-
er a luxury that many Western consum-
ers take for granted – soft toilet paper.
And the roll has to have the right la-
bel. “For a growing number of Russians,
the brand is critical, even when they
choose everyday products like toilet
paper,” says Ingolf Braun, head of SCA
Consumer Tissue Region East, who
continues: “People who have money buy
more expensive and better brands like
our Zewa, which is viewed as a West-
ern brand – something that guarantees
quality in the eyes of most Russians.”
The Russian market for tissue is
growing 9 percent a year; SCA’s Zewa
brand is the market leader with a mar-
ket share of over 30 percent market in
value. “In Russia, what matters is the
brand,” Braun says. “Compared with
mature markets in the West, the share of
domestic brands in Russia is very low.”
The region Braun is in charge of to-
day falls into two segments. First are
countries such as Hungary and the
Czech Republic, which are increasingly
approaching Western patterns of con-
sumption. Then come countries like
Russia and Romania, which are farther
from the levels of Western countries.
Historically, Russians’ consumption of

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=B63@;/@93BA
B63@CAA7/<A/@3@3/::G
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tissue is low, even taking into account
their lower purchasing power.
Today the average Russian consumes
1.4 kilograms of tissue a year, compared
with Hungary who use an average of 8 kg
a year. Not to mention the US, where the
average consumption is 21 kg.

/BB63A/;3B7;3, statistics like these

don’t tell the whole truth. The Russian
economic boom, largely based on oil
and gas sales, is spread very unevenly.
The growing number of middle-class
Russians with money to spend are found
mainly in major cities like St. Petersburg
and Moscow, or in the Russian “Klon-
dike” towns that have grown up around
oil and gas deposits. Tissue consumption
in Moscow is about 8 kg a year on aver- BVS@caaWO\aT]\R\SaaT]`
age, on par with Hungary, Braun says. Zcfc`g`SOQVSaOZZbVSeOgW\b]
bVSPObV`]][eVS`SbVSg

At home, the Russian delight in luxury
and status is also reflected in the choice of
toilet paper. “Compared with our other
markets, the Russians are really fond of
different types of luxury, especially col-
ored and perfumed paper,” Braun says.
In the arena of international politics,
Russia under Vladimir Putin has returned
to some of the nationalist thoughts of the
Soviet era. But on store shelves, there is
complete détente when it comes to for-
eign influences and products. “I worked
in China for three years before, and there
was a clear trend in favor of domestic
brands,” Braun says. “That’s not seen in
Russia at all in the same way. But then
Chinese producers for the domestic mar-
ket maintain high quality.”
B63 @/>72 5@=EB6 in Russia has
created capacity problems at times for
SCA, and two years ago, an agreement
was signed to invest in a new plant in
Sovetsk, south of Moscow. In April
2009, when the new facility reaches full
capacity, it will have an annual capacity
of 30,000 tons.
The economic boom that is driving
the sale of consumer goods also creates
new challenges for manufacturers. Full
S
order books for Russian construction
companies are driving up costs for new
investments.
>@713A /@3 also taking off in other
strategically important areas. In glaring
contrast to their colleagues in western
Europe and the US, the heads of Russian
television are enjoying good times. “The
price of TV advertising rose 75 percent
last year, and the year before it rose 40
percent,” says Peter Steiner, marketing
director of SCA Consumer Tissue Re-
gion East. “At the same time, TV ads are
our principal channel to the consumer
and are critical for the brand.”
Instead of sitting back and enjoy-
ing the rapid growth, both Steiner and
Braun are eagerly eyeing attractive
new markets in the region. “Both Ka-
zakhstan and Ukraine are interesting
markets,” Braun says.
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7<B63'#A  before the advent of dis-

posable diapers, children were put on the
potty as early as six months of age. In the
1980s, many children were toilet trained
by the age of three. Today, children in the
Western world are usually around four
before they can totally manage on their
own and go without a diaper during the
day. One reason for this is thought to be
today’s super-efficient diapers, which
absorb all fluids and leave the outer layer
dry. Diapers, quite simply, aren’t uncom-
fortable enough for children themselves
to feel the need to get rid of a full diaper.
“There haven’t been studies of how
four-year-olds, for instance, are affect-
ed by having diapers, but I can’t imagine
that children think it’s fun,” says Anna-
Lena Hellström, a urotherapist and lec-
turer at Göteborg University.

B=7:3BB@/7<7<5 is a sensitive phase

that is easily disturbed by changes in
children’s day-to-day lives.
“When children start preschool, when
their mother or father returns to work or
when they get a new brother or sister, dia-
pers can once again feel more secure than
the potty,” Hellström says. So it may be
good not to start toilet training when ma-
jor changes are going on in the family.
The question is whether there is an ide-
al age for children to give up diapers. Re-
determined that on average children’s dia-
pers stay dry during the day at 28 months
and overnight at 33 months. But individu-
al variations are considerable, and roughly
20 percent of five-year-olds don’t have full
control of bladder or bowel.
A Swedish study found that all chil-
dren, even infants, are aware that they
B63>=BBG<3FB
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searchers have yet to find a specific “toilet
gene” that would indicate when the time
for toilet training is most appropriate,
but there are several well-supported
hypotheses. German researchers have
are peeing. It was also observed that
many children could control their blad-
ders at the age of 18 months, a period that
can thus be suitable for toilet training,
according to Swedish researchers.
bVObQVWZR`S\QO\TSSZbVSgO`SeSb
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t
B3FB;79/3:57/<CHH7
he percentage of garbage that
is not recycled or burned is
now down to 5 to 10 percent
in Sweden and other countries
in northern and central Europe,” says
Jan-Olov Sundqvist, a waste researcher
at IVL Swedish Environmental Institute.
“In the new EU countries and in a number
of countries in southern Europe, the pro-
portion is unfortunately the reverse, and
only 5 to 10 percent is recycled.”
Northern Europeans produce about
500 kilograms of household waste per
person per year. In the new EU countries
the figure is slightly lower because con-
sumption is also lower. In many places,
however, economic growth is higher
than in the West, which means that the
amount of garbage is increasing. This is
a problem that has already been taken
up at the EU level.
“There is a lot of activity under way in
the EU on waste management,” Sundqvist
says.“ThenewEUcountrieshavebeengiv-
en requirements to reduce dumping and
increase recycling. But Rome wasn’t built
in a day. Sweden worked at it for quite a
while before we got to where we are to-
day. I think waste management in Europe
EOabS[O\OUS[S\bWadS`g
ST¿QWS\bW\\]`bVS`\3c`]^SRcS
b]bVSQ]ZRQZW[ObS/\RT]`bVS
`Sab]T3c`]^SeOabS[O\OUS[S\b
WaPSQ][W\U^`W]`WbWhSR
will look quite different in 10 years.”
One reason for efficient waste man-
agement in northern Europe is the cli-
mate. There are district heating networks
that have developed in quite a different
way than elsewhere, and burning garbage
is one way of heating houses. In southern
Europe, the alternative is mainly produc-
ing electricity. There is thus less econom-
ic incentive, because of the energy losses
and the revenues aren’t as high.
Sundqvist believes the best way to
bring about a change in behavior is
through economic or legal sanctions,
making it expensive or a crime not to sort
one’s garbage. “Information works to a
limited degree,” he says. “To conti-
nue from there, stronger incentives are
needed.”
The greatest threats in waste man-
agement today, Sundqvist says, come
from things like the chemicals hidden
in building materials and the built-in
technology in cellphones. The chemi-
cal industry puts different additives in
plastic and paint, for example. “That
means that we have uncontrolled use of
hazardous chemicals that are built into
common, everyday products,” he says.
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I  &KA6/>3A1/ '
>@=47:3
JanJohansson puts
B634=1CA=<
1=<AC;3@A With new CEO Jan Johansson, SCA has
stepped up the tempo in the consumer goods
segment. A new organization is providing
better conditions to take advantage of the
great growth potential for hygiene products.
c
B3FB(5r@/<:7<2>6=B=(>3B3@8r<AA=<
onsumer products have been lost in a for-
est of goods. That, in short, is the challenge
for SCA’s strategy. With its widespread
perception in fi nancial markets as a forest
company, SCA is not valued as it deserves
to be, and its growth prospects for hygiene products are
not fully getting across to the markets.
The challenge gained new force when Jan Johansson
took over as CEO in November, having said earlier that
SCA has to improve growth and profitability. In April this
year, SCA took the fi rst major step toward this goal when
it introduced its new organization, with the aim of placing
greater focus on growth in the company’s tissue and per-
sonal hygiene products.
“We’re introducing a global hygiene category organiza-
tion,” Johansson says. “That means that decisions about
what markets and products to concentrate on in the hy-
giene category are made by the corporate senior manage-
ment team. There will be a clear global strategic focus in
our priorities. That’s what determines whether priority
will be given to Denmark or China, for instance.”
The new global hygiene category organization is be-
ing created by concentrating resources from the differ-
A1/A6/>3I  &K
ent business areas into an overall organization under the
management of Gunnar Johansson, former head of SCA’s
Personal Care business group.
With the new organization, Jan Johansson emphasizes,
SCA is making clear for the fi rst time that the company’s
growth will take place primarily in the hygiene segment.
The reason is clear: the growth potential for hygiene
products is significantly higher. This is especially true in
growth economies such as Russia, China and Mexico.
“Improved hygiene is something that comes early in the
economic development of a country and a family,” he says.
“We have to expand where the opportunities for growth
are greatest. Moreover, the hygiene segment is less sensi-
tive to fluctuations in the economy. People need hygiene
products in a recession too.”
B=2/GA1/6/A/AB@=<5 position in several areas
in hygiene: baby diapers, feminine care products and in-
continence products as well as tissue for consumers and
away-from-home tissue. The two brands TENA, for in-
continence products, and Tork, in tissue, have revenues
of more than EUR 1 billion each, and Johansson stresses
the importance of fi nding more big sellers. “There’s a
“Improved hygiene is something that comes
early in economic development.”
I  &KA6/>3A1/  
>@=47:3

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%13=]TA1/

“For consumers in stores, the environmental

aspect will become more and more important.”
A1/A6/>3I  &K
clear trend that many retailers are limiting the number of
brands, so you have to have the No. 1 or No. 2 position in
the market.”
All of SCA’s hygiene products have significant growth
opportunities, and Johansson thinks they are greatest for
incontinence products. “We’re the world leader here with
26 percent of the market,” he says. “When we enter a new
country, we often create a brand-new market. Even in a
developed market like Europe, there’s a potential of 30
percent if you look at how many people would really need
incontinence protection.”
Add to that the demographic changes in the West that will
drive the market for incontinence products. Today there are
almost 20 million people in the EU over the age of 80. By
2050 or so, that number will rise to an estimated 50 million.
Otherwise, Johansson sees the greatest opportunities in
the growth economies. These include parts of Latin Amer-
ica, India, China and eastern Europe, especially Russia,
where SCA is now expanding with its own production of
tissue and personal care products. “Another market I have
a lot of faith in is the Middle East, a region where there is
positive economic development in many areas,” he says.
At the end of 2007, SCA formed a joint-venture compa-
ny to produce and sell feminine care products in the Mid-
dle East and Egypt.
SCA’s clear new growth focus on hygiene raises a number
of questions. For instance, will it be possible to keep up the
pace in forest and packaging operations, which will have
an important role in generating cash flow for the growth in
hygiene operations?
“I don’t see anything strange about that,” Johansson
says. “In almost no other company is it only a question of
going full-speed in all parts of operations. Besides, it’s nice
to generate money.”
The strategy is also giving new life to the question of
SCA’s structure. Why keep all the parts when there is such
a clear division between hygiene products and the other
operations?
“What speaks in favor of keeping the structure is that
the different parts of SCA are doing as well or better than
our competitors, so there’s no reason for a change in own-
ership. What speaks against keeping the structure is that
SCA is not seen in financial markets as a consumer goods
company so it winds up with the forest analysts, which af-
fects the value.
8=6/<AA=< A/GA 9<=E:3253 about SCA is
still limited in some parts of the financial market. “I’ve
met people in London who know our strong brands
but not that SCA is behind them,” he says. “We have to
change that.”
But there are also other reasons for more closely con-
necting the SCA brand with consumer goods. One of the
most important is SCA’s strong environmental profile.
SCA was recently ranked as one of the best companies in
the world in environmental and social issues by the British
analyst company Innovest.
“For consumers in stores, the environmental aspect will
become more and more important, so they need to know
what the product and SCA stand for,” Johansson says.

EWbVA1/W\VWaPZ]]R
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e]`YSRbVS`SO\R8]VO\aa]\VW[aSZT 8]VO\aa]\VW[aSZTRSaQ`WPSaVWa
VORac[[S`X]PaW\A1/¸a^ZO\ba abgZS]T[O\OUS[S\bOaRSZSUObW\U
/TbS`U`]eW\Uc^W\;SRSZ^OR 6SOZeOgaab`WdSaT]`RSQS\b`OZWhW\U
^`]dW\QSVS^c`acSRZOeabcRWSa Oa[cQVOa^]aaWPZSW\]`RS`b]VOdS
W\C^^aOZO6Se]`YSROaOUS\S`OZ bW[ST]`ab`ObSUWQ[ObbS`a8]VO\a
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ObAVSZZO\RbVS\bV`]cUVSfSQcbWdS µeOZYbVSbOZY¶³`SOQVW\U]cbW\bVS
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P]aa6SWaRSaQ`WPSROaa]QWOZZg ^ZSQO\Q][[c\WQObSRW`SQbZgeWbV[S
UWTbSReWbVO\]^S\ab`OWUVbT]`eO`R ]\QSO[]\bV]\bVSW\b`O\Sb¶

I  &KA6/>3A1/  !
B316<=:=5G
The contorta pine is a
newcomer to Swedish
forests. Planting began
almost 40 years ago,
and the new source of
timber is now coming
into use in the produc-
tion of sawn wood
products as well as
pulp and paper.
B3FB(ACA/<</:72AB@r;
n the 1960s, many people were
worried about a future short-
age of timber in Sweden. That
made forest companies start
eyeing the faster-growing va-
rieties of trees found in other
parts of the world. The Cana-
dian contorta pine (also called lodge-
pole pine) had already been test-planted
in a number of smaller stands as early
as the 1920s and 1930s, but demands
were growing for a more systematic in-
vestment to increase total production in
Swedish forests. SCA was one of the pio-
neers and began growing contorta on a
large scale in the early 1970s. The seeds
were carefully selected to fit the Swedish
climate.
“Most of the pine was planted from
the late 1970s to the mid-1980s,” says
Åke Westberg, project director at SCA
Forest Products. “Then the trend eased
up a bit, but SCA has continued to plant
it every year, and we will continue to do
so in the future.”
7<B63:=<5term, contorta can pro-
vide major increases in production. It
grows 40 percent faster than Swedish
"A1/A6/>3I  &K
4/AB5@
7;;75
6=E1=<B=@B/
27443@A4@=;
AE327A6>7<3
BV]cUVP]bVPSZ]\Ub]bVS^W\S
TO[WZgQ]\b]`bOWaORWTTS`S\bdO`WSbg
]Tb`SSbVO\AeSRWaV^W\S
=\S`Sab`WQbWdSTOQb]`W\AeS
RS\¸aa]WZWa\Wb`]US\O\RO\SfQSZ
pine, and it has been shown to with- ZS\b^`]^S`bg]TQ]\b]`bOWabVObWb
stand damage from moose and fungus cbWZWhSa\Wb`]US\PSbbS`bVO\AeSR
WaV^W\SBVOb¸aeVgWbU`]eaTOabS`
attacks. “So more contorta pine survive
1]\b]`bOOZa]VOaOPSbbS`ac`dWd
to maturity compared with Swedish OZ`ObSWaZSaaO^^SbWhW\Ub][]]aS
pine,” Westberg notes. O\R`SaWabaTc\UcaObbOQYaPSbbS`
So far, though, the contorta stands in =\bVS]bVS`VO\RWbWa[]`SaS\aW
Swedish forests have not advanced that bWdSb]ab`]\UeW\RaO\RVSOdga\]e
far. In about 30 years, at the earliest, the O\RaV]cZRbVS`ST]`SPSbVW\\SR
SO`ZWS`O\RaSdS`OZ[]`SbW[Sa
oldest plantings will be ready for har-
bVO\abO\Ra]TAeSRWaVQ]\WTS`a
vesting. But thinning has already start- EVS\Q]\b]`bOWaVO`dSabSRa][S
ed in earnest, and that provides a sig- []RW¿QObW]\]T[OQVW\S`gWa\SSR
nificant source of new timber. “About SRBVWaWaPSQOcaSWbaP`O\QVSa
200,000 cubic meters of contorta tim- O`Sa]TbS`O\RQZ]aS`b]bVSU`]c\R
ber are now coming out each year from bVO\bV]aS]TAeSRWaV^W\Sa
thinning in our forests,” Westberg says.
“And the figure will rise toward a half-
million within a decade.”
C>B=<=E1=<B=@B/ timber has
largely been used for the manufacture of
CTMP, or chemo-thermomechanical
pulp, the basis of liquidboard material.
“That’s where contorta has unique
properties,” Westberg says. “The board
gets bulky, which means you can reduce
the weight and keep the thickness. This
has been used for things like milk car-
tons, where you want a lot of flexible
rigidity so that the packages keep their
@=E7<5
@/<B
EWbVaSdS`OZORdO\bOUSa
]dS`WbaAeSRWaVQ]c\
bS`^O`babVS1O\ORWO\
Q]\b]`bO^W\SWaU`]eW\U
TOabW\AeSRWaVT]`Saba
shape even when they are stacked on top
of one another. At the same time, you
want the weight as low as possible.”
He explains how the unique properties
of contorta are due to the fibers looking
different than in Swedish pine. The ad-
vantages have also been made apparent
in plant tests with bleached sulfate pulp,
which is used for producing tissue for pa-
On our own per towels, toilet paper and the like. The
contorta fiber provides a high degree of
land the target strength even when there is little energy
used in paper production, which contrib-
is to have 20 utes to its useful product qualities.
percent of the 4=@A/E<>@=2C1BA as well, this
surface we newcomer to Swedish forests has shown
that it has come into its own. The thicker
harvest each logs will be used for sawing into timber
and further processing, such as glulam,
year replanted interior panels and other visible wood
products. “We’ve also investigated the
with contorta. properties of the wood in impregna-
tion and painting,” Westberg says. “And
we’ve concluded that contorta has the
same areas of use as both regular pine
and spruce.”
In some cases, contorta has even turned
out to have better properties than Swed-
ish varieties of trees. Because it grows
quickly, there is more space between the
annual rings, which gives it a different
structure, and there is also more space
between each ring of branches, which
provides advantages when producing
knot-free products.
“Nowadays, people usually don’t
want to have any knots in window
frames and other products. So the knots
are cut away and the ends glued to-
gether,” Westberg says. “If there’s a lot
of space between the knots, the results
from sawing will be better because less
material will be lost.”
<=<3B63:3AA it will take 10 to 20
years before the contorta trees are big
enough for sawing. Westberg is con-
vinced that the Canadian pine will take
on an ever growing role in paper and
pulp plants as well as sawmills. Today
SCA has about 280,000 hectares of
contorta planted, which is almost half
the total area of contorta in Sweden.
“On our own land the target is to have
20 percent of the surface we harvest
each year replanted with contorta,”
Westberg says.
I  &KA6/>3A1/  #
 A1/7<A723
>6=B=(53BBG7;/53A

a light rain fell on share-

holders as they made
their way to SCA’s An-
nual General Meeting
on a Tuesday afternoon in April. In ac-
cordance with tradition, the meeting
was held on the campus of Stockholm
University. Inside the Aula Magna
lecture hall, nearly 400 participants
were greeted with birdsong and spring
flowers.
Shareholders were eager to hear
what the new CEO, Jan Johansson,
had to say. He told how he started his
career at SCA 38 years ago in the form
of a summer job in Sundsvall. He also
noted the improvement in earnings,
largely the result of higher prices.
Both Sverker Martin-Löf, Chair-
man of the Board, and Johansson
mentioned the Procter & Gamble
transaction as one of the most impor-
tant events of 2007.

/A>@C134=@ Johansson also talked about sus-

tainable development, telling share-
holders that after the meeting they

A6/@36=:23@A would receive a tiny spruce tree, which

The new CEO’s speech and a spruce to take home
were two memorable features of SCA’s Annual General
Meeting on April 8.
B3FB(>3B@/:=2p<>6=B=(;/@5/@3B/632
they were encouraged to take home
and plant. That was one way of doing
one’s share in reducing carbon emis-
sions, as growing spruce absorb more
carbon dioxide than mature forests.
The audience was told to be careful
about keeping the plant indoors, as it
can grow up to 25 meters tall.

$A1/A6/>3I  &K
3756BD=713A4@=;B6353<3@/:
/<<C/:;33B7<5 /A=4BAB/@B4=@
<3E0=@<A
1. When did you become a shareholder?
Drypers Newborn, the first dispos-
2. Why are you attending the Annual General Meeting?
able diaper product for newborn
3. What do you think the share will do?
babies in the economy segment, was
recently launched in Singapore,
:OWZO3`WYaa]\ @c\SAO[cSZaa]\ Malaysia and Thailand.
$$C^^aOZO &3\Y‡^W\U Drypers Newborn was specially
4WTbSS\gSO`aOU] '#'
developed for care of newborn
7caSRb]e]`YOb 7¸[W\bS`SabSR
A1/W\Ac\RadOZZ O\RW\`SQS\bgSO`a babies’ sensitive skin, focused on
7b¸aTc\b]¿\R]cb 7¸dSb`WSRb]Q][S overall softness and comfort. With
eVOb¸aVO^^S\W\U b]bVS/\\cOZ5S\ the launch last year of both Drypers
eWbVbVSQ][^O\g S`OZ;SSbW\USdS`ggSO` Newborn and Drypers XXL – a
!/ZeOgaW[^`]dSBVS`S¸aOZeOga !BVSaVO`SeWZZR]eSZZ larger diaper for bigger babies, with
O\SSRT]`^O^S`^`]RcQba
stronger absorption capacity – Dry-
pers now offers consumers in
0`WbO6S\\W\U :S\\O`b3`WYaa]\ Southeast Asia a complete diaper
<gab`‡[& %3\Y‡^W\U range that meets babies’ needs at
Ab]QYV]Z[ 6OdSVORaVO`Sa
every stage of growth.
'# T]`!gSO`a
7QO[Sb]bVS 7cacOZZgU]b]
/\\cOZ5S\S`OZ bVS/\\cOZ5S\S`OZ
;SSbW\UPSQOcaS ;SSbW\UeWbV[g
7¸[W\bS`SabSRW\VSO`W\U8O\ \SWUVP]`@c\S7eO\bb]VSO`bVS
8]VO\aa]\ dWSea]TbVS\Se13=
!7bVW\YWbeWZZQ]\bW\cSb]aV]e !>`]POPZgPSOPWbe]PPZg]dS`
abSORgU`]ebVXcabOaWbVOaaW\QS bVS\SfbaWf[]\bVabVS\^WQY
7P]cUVb[W\S#%gSO`aOU] c^a^SSR

0S`b>S`aa]\$& 5S`b8O\aa]\$$
C[Sy Ab]QYV]Z[
4]`bggSO`aOU] /gSO`OU]
7]e\T]`SababVOb 7¸[`SbW`SR\]e 27/>3@B316<=:=5G
7aSZZb]A1/O\R7 O\RVOdSOZ]b]T
]TbS\VOdS[O\g bW[S7eO\bb]VSO`
7AAB@3B1632
_cSabW]\aeVWQVWa eVObbVSP]O`RO\R The new equipment on the stretch
eVg7Q][Sb]bVS/\\cOZ5S\S`OZ 13=VOdSb]aOg
sides machine at Swanson, New
;SSbW\U0cbW\gSO`a^OabbVS !1]\ac[S`U]]RaeVWQVA1/Wa
T]]ReOaPORa]7ab]^^SRQ][ W\d]ZdSReWbVO`SO^`][WaW\UO`SO
Zealand, is able to produce stretch
W\UBVWagSO`Wb¸a^`SbbgU]]R 7PSZWSdSW\A1/O\RbVW\YbVSP`O\R sides on Treasures Ultra diapers. Treas-
!BVSaVO`SWaOZeOga^]aWbWdS eWZZPSQ][Sab`]\US` ures was recently launched in the New
Zealand market in Crawler, Walker,
AbSZZO\AQVcZbh 0W`UWbbO5c\\O`aa]\ Toddler and Junior sizes, and its
"%Ab]QYV]Z[ $#Ab]QYV]Z[ stretch sides are proving a popular
4]c`gSO`aOU] 3WUVbgSO`aOU] feature in nappy design.
7eO\bb]VSO`V]e 7]e\T]`Saba Barrie McDermott, manager engi-
bVW\UaO`SU]W\U !@WUVb\]ebVS neering, said the new equipment
O\ReVOb^ZO\abVSg ab]QY[O`YSb
VOdST]`bVSTcbc`S
ensures that Treasures product develop-
WaaVOYgPcbWb¸a
/\RbVS\bVST]]RWaU]]R O_cSabW]\]T\]b[OYW\UO\g ment is able to better respond to world-
!BVSaVO`SWaabSORgbVS`S^`]P ^O\WQaOZSa wide trends.
OPZge]\¸bPSO\g[OX]`QVO\USa “Globally, there is a significant move-
ment towards a stretch diaper”, he says.

I  &KA6/>3A1/  %
 
A>@7<527/>3@
Libero is repeating last year’s hit with a specially
designed diaper. This year’s collection was designed by
the young Swedish designer Karolina Kling. As with
last year, the diapers are being sold in a limited edition.

B67AG3/@¸A23A75<3@ diaper longing to a make-believe world

is more like regular underwear,
such as panties or underpants. The
spring collection includes six differ-
ent patterns that recall the fashions
of the 1970s with creative figures
and shapes.
“My design style is the same,
whether I’m designing clothes or
diapers,” Kling says. “One of my
best friends, who just had a baby,
was my sounding board. She likes
the diaper patterns, and I hope
they’ll appeal to other young, fash-
ion conscious parents.”
She describes her patterns as be-
where different figures meet. She
tells how she was inspired in part by
her collection of miniature objects,
plastic figures and Japanese toys.
The diapers have the same fit and
quality as other Libero Up&Go dia-
pers, and the price is also the same.
Last year, the entire production
sold out quickly. The specially de-
signed Up&Go diapers will be sold
in the Nordic countries, the Baltic
states and Hungary. Linus Clausen,
head of Nordic marketing for Libe-
ro, says he expects the diapers to be
sold out by the second half of June.

9O`]ZW\O9ZW\U
[OYSaRWO^S`a
b`S\Rg

&A1/A6/>3I  &K
 A1/7<A723

9]`SO\<c`aSa 2S[O\RT]`
/aa]QWObW]\ OQQSaaWPZS
QV]]aSaB3</ W\Q]\bW\S\QSQO`S
A1/VOaPSS\QV]aS\b]ac^^ZgB3</
W\Q]\bW\S\QSQO`Sa]ZcbW]\ab]bVS9]`SO\ The 2nd Global Forum on In-
<c`aSa/aa]QWObW]\¸a\SeZg]^S\SR continence (GFI), an international
\c`aW\UV][SW\G]\UW\9gc\UUWR]\SO` platform for debate and shared
AS]cZA1/e]\]cb]dS`]bVS`W\bS`\ObW]\OZac^^ZWS`aacQVOa9W[PS`Zg
insight into incontinence, met in
1ZO`YO\R6O`b[O\\
µBVSB3</1]ab5cO`O\bSS>`]U`O[RS[]\ab`ObSab]W\abWbcbW]\abVOb Nice, France, this April. The event is
OZbV]cUVB3</[OgO^^SO`[]`SQ]abZgOb¿`abWbOQbcOZZgRSZWdS`aO\ the second such meeting supported
c\PSObOPZSQ]ab^S``SaWRS\b^S`ROgQ][^O`SReWbVO\g]bVS`ac^^ZWS`¶ by SCA and its brand TENA. The
aOgaAcY6SS9W[Q]c\b`g[O`YSbW\U[O\OUS`A1/6gUWS\S9]`SO meeting gathered together over 250
EWbV b`OW\SR\c`aSabVS9]`SO\<c`aSa/aa]QWObW]\WaA]cbV politicians, health administrators,
9]`SO¸aZSORW\U]`UO\WhObW]\T]`\c`aW\U^`]TSaaW]\OZa7ba\Se\c`aW\U
care providers and patient groups.
QO`STOQWZWbgT]`aS\W]`QWbWhS\aVOa[]`SbVO\PSRaT]`Z]\UbS`[QO`S
Their shared goal was to address the
intricate issues involved in balancing
health economics with the quality of
life for patients and their care givers.
“There is a growing concern that
the political will, funding provision,
access to services, and clinical best
practice relating to incontinence issues
are potentially failing patients,” said
Professor Ian Milsom of the Sahlg-
renska Academy at the University of
Gothenburg, Sweden, and chairman
of the GFI.
The clear consensus was that the
issue needs to be higher on the health-
care agenda. Speakers gave examples
from several countries where multi-
disciplinary and more sensitive ap-
proaches to incontinence reduced the
stress, inconvenience and prejudices
faced by those suffering the condition.

Grapho Verde meets demand for more
environmentally friendly paper
SCA’s graphic paper mill in Laakir-
chen has launched a new paper,
Grapho Verde, with 50 percent recy-
cled fibre. The paper is a result of the
increased environmental awareness.
“We have launched a paper grade,
Grapho Verde, with high content of
de-inked pulp, says Mark Lunabba,
mill manager at SCA Laakirchen in
Austria. “As a result of the favorable
demand for this paper and our posi-
tive experiences of using a high pro-
portion of recovered paper, we now
need to increase our capacity for de-
inked pulp.” The Laakirchen facility
invests EUR 10 million to increase
the percentage of recycled fibre in its
products. The aim is to reduce the use
of pulp-wood raw material, energy
consumption and thus the carbon di-
oxide emissions without compromis-
ing the high quality of the print re-
sults. GraphoVerde is an uncoated
paper used for printing magazines,
catalogues and supplements.

I  &KA6/>3A1/  '
1/;3@/

to</BC@3
4C@<7BC@3 ;/23 =4 corrugated
board is cheeky, bold and fashionable –

@3BC@<7<5
BVS2cbQVQ][^O\g;]]]WWaV]bW\bVSRSaWU\e]`ZR
BVSgSf^S`W[S\beWbVc\Q]\dS\bW]\OZRSaWU\]TbS\P]ZR
T]`[aO\RO\W\\]dObWdSeOg]TcaW\U]RR[ObS`WOZa
SdS`gbVW\UT`][a^]\USaO\RSUUaVSZZab]Q]``cUObSR
P]O`RO\R^O^S`P]O`RBVSW`Q][^ZSbSZgeVWbSTc`\Wbc`SWa
Q]\bS[^]`O`gSZSUO\bO\ROcabS`S One armchair is made of cardboard
>6=B=(;===7
and it comes in large part from recycled
paper. Every ton of paper that’s recycled
saves 17 trees, 4,200 kilowatt hours of
electricity and 7,000 liters of water. And
more importantly, carbon dioxide emis-
sions in the atmosphere are reduced.
Sergei Gerasimenko came to Sweden in
1990 from Odessa in what was then the
Soviet Union, today Ukraine. Two years
later, he began designing and producing
furniture made of corrugated board.
The sofas in ReturDesign’s premises
in Stockholm’s Kungsholmen district
are stable and surprisingly beautiful.
The furniture’s appearance varies more
than you might think.
with a barrier layer, which gives it a
beautiful luster. Another is upholstered
in gray fabric. A third is painted red.
Cube-shaped stools have dots on their
sides to resemble giant dice. There are

!A1/A6/>3I  &K
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also bookshelves, chairs and tables, all

made of corrugated board.
“For me, it was almost criminal not to
make furniture that is degradable,” Gerasi-
menko says. “Making furniture that lasts a
thousand years, when we humans have a hun-
dred at most, is sick. And all this in a society
where everyone redecorates and gets new fur-
niture every five years or even sooner.
“People don’t understand what harm
they’re doing to nature when they change
their furniture, buy goods from the other
side of the globe or throw bandages down
the drain. We’re destroying our planet at a
terrible rate.”
About 40 percent of the corrugated board
used in the furniture comes from recycled
paper. Long fresh fibers are needed on the
surfaces to make the cardboard stronger
and firmer so it can be folded. Fibers from
recycled paper are broken down and can
easily crumble into pieces.

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ReturDesign’s main niche is interiors 4]ZRaQV]]Z[OYSa

for trade fairs and exhibitions. Tc`\Wbc`ST]`QVWZR`S\W\
Q]``cUObSRP]O`RbVOb
“Then corrugated board is unbeatable,” T]ZRac^ÀObO\RQO\PS
he says. “The furniture is easy to trans- OaaS[PZSRPgbVS
port because of its light weight, easy to set Qcab][S`BVSOW[Wab]
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up, and it can quickly be dismantled.” ^`WQSSdS`g]\SQO\
Gerasimenko designs all the furni- OTT]`RcaW\UOa[O`b
ture, which can be custom-ordered. If ^`]RcQbW]\^`]QSaa
someone has ordered a bookshelf two
meters tall, he might ask if it’s OK to
make it eight centimeters higher or two
centimeters shorter so the material can
be used optimally.
The strangest thing is a casket made
of corrugated board, a piece Gerasi-
menko doesn’t like to handle but still
makes on order.
He tries to make all the furniture
so that it can be folded or dismantled
to be shipped more cheaply, minim-
izing the environmental impact by using
flat packages.
When its time is up, the furniture is
>6=B=(4=:2A16==:

sent to the paper recycling station, in

keeping with the times.
“Corrugated board is durable and
ecologically sustainable,” Gerasimenko
says.

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Profit rose to SEK 1,9 billion

1=;>/@32 B= :/AB G3/@ SCA
increased its profit during the fi rst quar-
ter this year despite rising prices for raw
materials. Behind the increase in profit
are better earnings in Tissue and Per-
sonal Care operations.
SCA had profit before tax of SEK
1,946 million for the fi rst three months
of the year, compared to profit of SEK
1,863 million for the same period last
year. At the same time, sales increased
to 27,513 million, compared to SEK
25,615 million.
“The SCA Group increased net sales
by 7 percent, driven by acquisitions
and favorable sales development, espe-
cially in emerging markets, where sales
growth was 14 percent. These factors,
along with an improved product mix,
contributed to 8 percent growth in oper-
ating profit,” says CEO Jan Johansson.
The improvement in profit for the
Group came despite higher costs for raw
materials and energy. The Tissue busi-
ness area increased its operating profit
by a full 61 percent as a result of acquisi-
tions and price increases. Personal Care
increased its operating income by 10
percent due to higher volume and a bet-
ter product mix.
7<>/19/57<5=>3@/B7=<A, how-
ever, higher costs for raw materials and
energy resulted in a 5 percent decrease
in its operating profit, excluding the di-
vestment of its North American packa-
ging operations. Earnings for the Forest
Products business area were on par with
those for the preceding year.
In the Q1 report, corporate se-
nior management team noted that the
economy has weakened in the US and in
some segments in Europe in the wake of
fi nancial uncertainties, which makes it
difficult to compensate in every segment
for price increases for raw materials.
However, tissue and personal care prod-
ucts are relatively insensitive to fluctua-
tions in the economy.
“It’s been a good start to the year
for most of our operations. For Pack-
aging, however, the costs increased by
the end of the period, which affected
the profit in a negative way.”

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 going to happen.


 

 
 

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