SCA is a global consumer goods and paper company that offers personal care products (Tena, Libresse, and Libero), tissue (Tork), packaging, publication papers and solid-wood products. The Swedish-based company’s primary markets are in Europe with Germany being the largest market. SCA is the market leader in the tissue and incontinence care segment in Europe and holds the leading position in Baby diapers in the Nordic region. The Group has a cautiously optimistic view for 2011 expecting good growth and demand but with continued high raw material prices. SCA has strategically implemented action plans to reduce costs, which involves a 14% workforce reduction and closing of several plants in the Forest and Packaging segment. Furthermore, SCA is shifting business focus from Packaging and Forest products to the more recession resilient Hygiene business (Personal Care and Tissue). The strategic focus shift is caused by SCA's wish to gain market shares in the more stable growing Hygiene business with growth potential in especially the Emerging markets.