4.2011 A MAGAZINE FROM SCA ON TRENDS, MARKETS AND BUSINESS SHAPE SCA proposes to Georgia- Pacific Good against bad in the BACTERIA WAR FOCUS: GLOBAL HOTTIES How to enter new markets New Orleans after Katrina GREEN STUDENTS REBEL
Shape is a magazine from SCA, primarily geared toward customers, shareholders and analysts, but also for journalists, opinion leaders and others interested in SCA's business and development. Shape is published four times a year. The next issue is due in March 2012. Publisher Camilla Weiner Managing Editor Marita Sander Editorial Anna Gullers, Göran Lind, Anne Hammarskjöld, Appelberg Design Markus Ljungblom, Appelberg Printer Sörmlands Grafiska AB. Katrineholm Address SCA, Corporate Communications, Box 200, 101 23 Stockholm, Sweden. Telephone +46 8 7885100 Fax +46 8 6788130 SCA Shape is published in Swedish, English, Spanish, German, French, Dutch and Italian. The contents are printed on GraphoCote 90 gram from SCA. Reproduction only by permission of SCA Corporate Communications. The opinions expressed herein are those of the authors or persons interviewed and do not necessarily refl ect the views of the editors or SCA. You can subscribe to SCA Shape or read it as a pdf at www.sca.com. Address changes can done at www.sca.com/subscribe or by e-mailing sophie.brauner@sca.com SHAPE 4.2011 A MAGAZINE FROM SCA ON TRENDS, MARKETS AND BUSINESS FOCUS: GLOBAL HOTTIES How to enter new markets SCA proposes to Georgia- Pacific Good against bad in the BACTERIA WAR New Orleans after Katrina GREEN STUDENTS REBEL Cover photo: Upload / Nordicphotos THE CO-WORKER SCA S SOCIAL MEDIA SITES Youtube.com/ SCAeveryday shows commercials and videos from SCA s press conferences, presentations and interviews with executives and employees. Facebook.com/SCA is intended to attract talent, engage users and provide information in a way that complements sca.com. Twitter.com/SCAeveryday provides a good summary of every thing happening at sca.com and in SCA s social media. The aim is to provide various users, journalists and bloggers with relevant information. Elisabet Tapio Neuwirth OUR WRITER ON GOOD BACTERIA IN THIS ISSUE of Shape, journalist Elisabet Tapio Neuwirth takes a closer look at probiotics, the bacteria that are beneficial to human health (page 20). Tapio Neuwirth lives with her family in Sigtuna, just outside of Stockholm. In recent years, she has increasingly written about research, medicine and health topics that require curiosity, accuracy and a dose of humility during encounters with patients, researchers and doctors. Among other assignments, she has been a project manager for a Swedish cardiology journal and written numerous theme publications about cardio-pulmonary diseases for the Swedish Cardio-pulmonary Foundation, one of which was recently distributed as an audiobook. Tapio Neuwirth tries to live in the here and now by socializing with friends and family and sampling good music, food and books. For more physical gratification, she enjoys strength training and walking. Slideshare.com/ SCAeveryday is for investors and analysts, who can download presentations from quarterly reports and annual general meetings. Scribd.com/ SCAeveryday makes some 50 publications available, including SCA s sustainability report, its Hygiene Matters report and Shape magazine. Flickr.com/ HygieneMatters supports the launch of the global report Hygiene Matters with images. 2 SCA SHAPE 4 2011
30 Wheels on wood. CONTENTS 06. Markets in the limelight Shape takes a look at the new economic dynamos in the world. 13. SCA in new markets Exciting growth opportunities in BRICIT countries. 16. Loos on his mind Eric Treurniet turns the public toilet into a shopping experience. 20. Good bacteria against bad Probiotics are bacteria that can make you healthier. 22. Student revolution in the US The hurricane brought a green awareness to New Orleans students. 27. Technology improved Östrand pulp mill replaces fuel oil with eco-friendly wood powder. 32. Nothing stays in Antarctica A sensitive environment means all waste must be removed. 40. Innovation mood SCA knows how to keep Moët & Chandon champagne cool. THE MILKY WAY. A baby's bacterial flora comes with milk. 20 ALSO... SCA FLIRTS with Georgia-Pacific page 4 GROWTH OPPORTUNITIES in focus page 37 12 HOURS with Elin Olofsson page 38 NEWS FROM SCA page 41 43 04 AT THE DOORSTEP. SCA partners with home care company in China. DO YOU KNOW......how often scientists on Antarctica receive supplies? See page 32. SCA SHAPE 3 2011 3
UPDATED SCA PROPOSES TO GEORGIA-PACIFIC! SCA HAS DELIVERED a binding offer for Georgia-Pacific s European tissue operations worth EUR 1.32bn. Georgia- Pacific s European tissue operations have 5,000 employees and 15 production sites in seven countries and had sales of EUR 1.25bn in 2010. Consumer tissue accounts for some 60 percent of sales from Georgia-Pacifi c's European tissue operations, while Away-From-Home tissue accounts for about 30 percent. In their consumer tissue business, close to 70 percent of sales are branded products. Close to 70 percent of Georgia-Pacifi c's sales in consumer tissue are branded products. The business is a very good strategic fit for us and will strengthen our product offering and geographic reach in Europe, says Jan Johansson, SCA s president and CEO. The deal will also lead to substantial synergies. Annual synergies are estimated at EUR 125m, with full effect in three years after closing. With fully realized synergies, earnings per share are expected to increase by about 1.70 SEK. It is an aggressive move in a defensive market, Claes Rasmuson, an analyst at Swedbank, told the news agency Direkt. China CHINESE ELDERLY CARE RIGHT TO THE DOOR SCA IS PARTNERING WITH a Singapore company, Econ Healthcare Group, to provide door-to-door home nursing services for the elderly in China. For cultural reasons, most elderly people in China prefer to stay at home rather than in elderly homes, says Stephan Dyckerhoff, president of SCA Hygiene North Asia. This service is in line with the Chinese government s plan to help 90 percent of elderly people stay in their homes. A team of 10 nurses has already been recruited in Shanghai and trained for nearly three months. Econ Healthcare Group is a leading healthcare provider based in Singapore. SHARE OF SALES SHARE OF OPERATING PROFIT Forest Products Personal Care Forest Products Personal Care Packaging Tissue Packaging Tissue 16% 23% 22% 27% 25% 36% 21% 30% Period: fi rst 9 months of 2011 Period: fi rst 9 months of 2011 4 SCA SHAPE 4 2011
Nordic SCA QUALIFIES FOR CARBON DISCLOSURE LEADERSHIP INDEX SCA HAS QUALIFIED FOR THE Carbon Disclosure Leadership Index for the second year in a row. The index recognizes 26 Nordic companies with the best reporting practices and performance to tackle carbon dioxide emissions and climate change. We are proud to be included in the index, says Patrik Isaksson, VP Environmental Affairs. It s a recognition that SCA has good internal data management and handles risk and opportunities in relation to climate change in the right way. The index is based on a study of 260 companies in the Nordic countries that were asked about their information disclosure practices and performance on CO 2 emissions and climate change. Read more: www.cdproject.net TENA AND TORK INCREASE MARKET SHARES Net sales for the first nine months of 2011 rose 6 percent, excluding exchange rates and divestments, as a result of higher prices and volumes. Including currency effects and divestments, sales declined 1 percent to SEK 79,001m (79,913). Operating profit for the first nine months of 2011 declined 1 percent, excluding restructuring costs and currency effects, compared with the year-earlier period. Higher prices and volumes, along with cost savings, compensated for most of the slightly more than SEK 3bn higher raw material costs, and higher costs for energy and distribution. The strengthening of the Swedish krona had a negative impact of SEK 700m on operating profit. Growth in hygiene operations remained favorable in emerging markets, where sales of Tissue and Personal Care products rose 10 and 12 percent, respectively. So far this year, SCA s global brands TENA (incontinence care) and Tork (AFH tissue) have increased their market shares. SCA initiated a restructuring program during the third quarter, primarily in hygiene and packaging, which will generate about SEK 700m in annual savings, within a two-year period. 1 SEK=0,11 EUR Did you wash your hands extra carefully on Global Handwashing Day, October 15? SCA and millions of people worldwide celebrated it. SEPTEMBER TISSUE MACHINE UPGRADE SCA is investing SEK 460m in a tissue machine upgrade in the US to meet demand for premium products in that market. The machine has an annual capacity of 70,000 tons, which will remain unchanged. Production is estimated to start during late 2012 or early 2013. OCTOBER EFFICIENCY PROGRAM An efficiency enhancement program was launched during the third quarter, primarily in the Hygiene and Packaging operations. Total restructuring costs will amount to SEK 1,400m, including SEK 900m in items affecting cash fl ow. The measures will lead to annual savings of about SEK 700m in a two-year period. NOVEMBER PARTNER DOWN UNDER SCA forms a joint venture partnership for its existing operations in Australasia with the Australian company Pacific Equity Partners (PEP). This deal secures our access to local competence and the local capital market and enables a faster development of the operations, says Jan Johansson, CEO SCA. SCA SHAPE 3 2011 5
FEATURE FOCUS: NEW MARKETS The new high-rise buildings are symbols for the booming economy in China. Economic dynamos SHAKE THE WORLD The BRIC countries and other emerging markets are growing at rates that far eclipse those of the developed world. With their booming industrial output and rapidly expanding middle classes, foreign companies are eager to be present on the market. SCA has two strategies when making an entrance. TEXT: NANCY PICK PHOTOS: PER-ANDERS PETTERSSON, GETTY IMAGES 6 SCA SHAPE 4 2011
Thousands of Chinese workers come from rural areas to cities to work, like here in central Lanzhou, China. SCA SHAPE 4 2011 7
FOCUS: NEW MARKETS STEPHAN SCHACHER, GALLERYSTOCK KNOWN BY THE ACRONYM BRICS, or BRICITs, they have the power to make the world s current richest countries shake in their shoes. Brazil, Russia, India and China (sometimes Indonesia and Turkey are included) are on the rise. Together, they make up 40 percent of the world s population and a quarter of its land area. By 2035, the combined economies of the six BRICIT countries will likely become larger than those of the world s seven leading industrialized countries now. Of course, to succeed they will need stable politics and a dose of good luck, with global climate change something of a wild card. Across the world, the BRICITs and other countries experiencing rapid industrialization are called emerging markets. Typically, these dynamic economies boast an expanding middle class, a key factor for investors. By 2020, China alone is poised to have 1 billion citizens with middle-class incomes, whose purchases could drive economic expansion on a global scale. One complicating factor is that private consumption does not always match economic growth. In Russia, people tend to spend much of what they earn, partly because bank interest rates on savings fail to keep pace with inflation. In China, by contrast, households have a high rate of savings, in part because people must pay for a portion of their medical care. Recently, the Chinese government has said it plans to encourage more consumer spending. In addition to the BRICITs, economic analysts list as many as 40 emerging markets worldwide. Another leading dynamo is Mexico along with smaller markets like Egypt, Nigeria, the Philippines and Vietnam growing very fast. In Brazil, the SCA category with by far the biggest potential is incontinence care. 8 SCA SHAPE 4 2011
SCA tapping NEW MARKETS BRAZIL Gross national income, per capita: 9,400 US dollars (EUR 6,266) Economic growth rate, 2011: 3.9 percent Population: 195 million Aged 65+: 7.4 percent Shape magazine took a look at SCA s business in four of the BRICIT countries, Brazil, Russia, China and Turkey. Of them, three boast annual per capita incomes above 9,000 US dollars, indicating a growing middle class. Although China s per capita income remains much lower, it is rising fast, and its economy remains red hot. TEXT: NANCY PICK PHOTO: GALLERYSTOCK BRAZIL ALTHOUGH YOUNG compared to Europe, Brazil s population is aging, with about 7 percent currently aged 65 or older. That s a completely different picture from 20 years ago, when the elderly population was only a tiny minority. Brazil represents a new market for SCA. In September 2011, SCA acquired Pro Descart, a family-owned manufacturer near São Paolo with the No.2 position in Brazil s incontinence care market. We think that, in Brazil, the category with by far the biggest potential is incontinence care, says Jan Schiavone, president of SCA South America. Now that we have our own company, we intend to start growing fast. As a factor in SCA s favor, Brazil s market for incontinence products remains fragmented, divided among many small companies. A typical family operation might manufacture incontinence care products for a limited local market, using a secondhand machine. Another key factor is government support. The Brazilian government has launched a reimbursement program for healthcare necessities, including incontinence care, and this should help increase our sales, Schiavone says. In terms of sales focus in Brazil, SCA is looking to individuals rather than to institutions like nursing homes. In Latin America, most elderly people are cared for at home by their families, Schiavone says. That means most sales of incontinence care products are made through pharmacies and retail chains. Besides incontinence care products, other areas with strong sales potential include baby diapers and Away-From-Home tissue, such as restaurant napkins. Brazilians are starting to spend more and more time out of their homes, he says. Big chains like Starbucks and Applebee s are coming, and that means this category will grow. SCA SHAPE 4 2011 9
FOCUS: NEW MARKETS If you know how to deal with it, the inefficiency provides opportunities for good margins. NORBERT WIESNETH, GALLERYSTOCK RUSSIA SINCE THE FALL of Communism two decades ago, Russia s consumers have become vastly more sophisticated, demanding choice and higher quality. While its middle class has grown, the country nonetheless displays some unusual consumer behavior, shaped partly by the huge gap between rich and poor. In addition, people tend to spend whatever money they have, making buying patterns somewhat inconsistent. Business in Russia brings both challenges and rewards. In Russia, competition in many areas remains relatively weak, but you have a lot of other enemies, like inefficiency and corruption, says Ingolf Braun, general manager of SCA Hygiene Russia. In fact, if you know how to deal with it, the inefficiency provides opportunities for good margins. SCA HAS BEEN DOING BUSINESS in Russia for 17 years, longer than in emerging markets like Brazil, China or Turkey. SCA s biggest Russian position is in tissue, with double-digit growth figures in the 1st half of 2010. SCA first entered the Russian tissue market in the mid-1990s, launching Libresse (feminine care) and Libero (baby diapers). Then in 1998, SCA purchased a tissue mill in Svetogorsk, close to the Finnish border. Up until the mid-1990s only one type of toilet paper had been available, a very basic one-ply product. Initially, that was what SCA produced, becoming a market leader. Over time, as consumers began demanding higher quality, SCA began producing two- and three-ply toilet tissue, as well as Zewa hankies and household paper towels. NOT LONG AGO, SCA began building its own factories in Russia. In 2010, SCA completed construction of its Sovetsk tissue mill south of Moscow that produces some 30,000 tons of toilet tissue annually. Plans call for tripling its capacity in 2013 by installing a second paper machine with a capacity of 60,000 tons per year, cementing SCA s No.1 position in the market. In 2010, SCA opened a personal care factory in Veniov, where it manufactures Libero baby diapers and TENA incontinence care products. In baby diapers, says Braun, the big boom is over, as there are not as many babies being born, and market penetration has reached a fairly high level. Now, growth is driven more by an increasing share of premium qualities. As for the incontinence care market, penetration is very low, and the market could grow up to 20 percent per year. We have the ambition to make TENA the No. 1 brand in Russia. 10 SCA SHAPE 4 2011
RUSSIA Gross national income, per capita: 9,900 US dollars (EUR 6,599) Economic growth rate, 2011: 4 percent Population: 142 million Aged 65+: 13 percent The Russians like it sophisticated and classy. The gap between rich and poor in Russia is big, but a growing number of Russians demand premium products. SCA SHAPE 4 2011 11
FEATURE TURKEY Gross national income, per capita: 9,900 US dollars (EUR 6,599) Economic growth rate, 2011: 8.8 percent Population: 73 million Age 65+: 6 percent The young Turks are modern and urban and like to shop. MARK HORN, GALLERYSTOCK 12 SCA SHAPE 4 2011
FOCUS: NEW MARKETS TURKEY AYOUTHFUL NATION with a high birth rate, Turkey continues to rapidly modernize and urbanize, while seeing tremendous economic growth. Fired by entrepreneurial energy, the country has an expanding middle class enjoying its newfound purchasing power. Women, however, remain underrepresented in the workforce. In Turkey, SCA is moving fast into a broad range of hygiene products, with baby diapers and feminine protection taking priority, while incontinence care shows room for rapid growth. Turkey is very dynamic, says Håkan Molin, vice president for SCA Middle East, Africa and Turkey. It s an interesting place for us to be, a potential hub for big and small markets in the Middle East and Central Asia. In July of 2011, SCA bought 50 percent of Komili, the fourth-largest producer of baby diapers in Turkey. Komili owned by Yıldız Holding, the largest Turkish food group sells baby diapers under the Baby Star brand and feminine protection under the Rozi brand. In Turkey, sales of these categories continue to grow. EVEN MORE INTERESTINGLY, Komili also produces toiletries like soaps and shampoos, providing an opportunity for SCA to expand its hygiene offering. It s exciting for us to enter a new category, Molin says. Also in the summer of 2011, SCA acquired 95 percent of San Sağlık, the second-largest producer of incontinence care products in Turkey. Under its Glory brand, the company sells mainly to hospitals, pharmacies and medical supply stores. Distribution through retail chains remains a promising option, still unexplored. Initially, SCA considered entering the Turkish market more than a decade ago, but it got discouraged by the country s financial crisis of 2000-2001. Since then, the country has worked hard to stabilize its banking system and keep inflation under control. Investing in Turkey is not without risks, says Molin, but the country s track record over the past 10 years has been extraordinarily strong. Making an ENTRANCE MARIA DURON SCA vice president for strategy processes When entering a hot new market, local partnerships are crucial for SCA. TO RUSH IN and build a manufacturing plant is not SCA s strategy when it wants to enter a new market. Before choosing a site, SCA studies the global landscape, looking for countries with a rising middle class. That s one of the main drivers for us, because economic growth leads to domestic consumption, says Maria Duron, SCA vice president for strategy processes in Stockholm. No matter how fast it is growing, the country must also demonstrate reasonable stability both political and financial. When entering a new market, SCA typically chooses between two approaches. In one, SCA creates a joint venture partnership with a local company that offers both production capacity and distribution ability. Alternatively, SCA builds up the market by partnering with a local manufacturer until there is enough volume for SCA to justify building its own factory. In China we have chosen to combine both approaches, in order to get on our feet quickly and harness the country s growth, says Ulf Söderström, president of SCA Asia Pacific. When entering the market in Turkey, SCA was looking for a suitable partner from the beginning. Big family companies dominate Turkish business, and it s not easy to enter in this market, says Håkan Molin, vice president for SCA Middle East, Africa and Turkey. Local partners come with established distribution networks, strong brands and a base for manufacturing, which is of course very helpful. GENERALLY, SCA isn t the only major company scouting for opportunities. In places like China, Russia and Brazil, the main multinational competitors are already there, often in addition to strong regional or local players, Duron says. To ensure profitability, SCA looks for categories with high growth potential combined with low market penetration. SCA SHAPE 4 2011 13
In any discussion about incontinence, SCA brings a lot of expertise to the table. CHINA STEPHEN WILKES, GALLERYSTOCK CHINA Gross national income, per capita: 4,300 US dollars (EUR 2,866) Economic growth rate, 2011: 9.5 percent Population: 1.34 billion Age 65+: 8 percent IT S NOT EXACTLY a secret that China s economy is booming. The fast-developing economy in this region means that people have increasingly more money to spend. Yet the progress is spread unevenly, with the earnings gap between urban and rural workers wider than ever. Over the last few years, SCA has begun positioning itself to take advantage of China s growth, with top priorities being TENA (incontinence care) and Tork (Away-From-Home tissue such as restaurant napkins). China is amazing, says Ulf Söderström, president of SCA Asia Pacific, who is based in Shanghai. If you look at the next five years, 66 percent of the growth in hygiene products will come from the Asia Pacific region, and most of that will be in China. The booming economy in this region means that people can spend more money, especially on hygiene products. This provides a good base for our business. SCA does not operate its own factories in China yet. To date, SCA s biggest investment in the country has been buying 19 percent of Vinda. Hong Kong-based Vinda is the fourth-largest tissue producer in China. This was a wise move for SCA, given that consumer tissue is now the fastest-growing hygiene category in China. Two years ago, SCA also began selling incontinence care products in China, and sales are taking off really fast, Söderström says. Here, government involvement plays an important role. In its latest five-year plan, the Chinese government placed elderly care very high on its priority list. In any discussion about incontinence, SCA brings a lot of expertise to the table. Feminine protection may have the least growth potential in the hygiene domain, as market penetration is already high. However, for all other hygiene products, penetration remains quite low. This means that we have great opportunities here, Söderström says. For now, SCA s business in China remains relatively small, but it s unlikely to stay that way. SCA is developing its distribution channels, and ultimately, he says, the plan is to make China a big part of our global hygiene business.
10 QUESTIONS Tribute TO THE LOO Eric Treurniet is the founder of the new toilet shop company 2theloo, which offers facilities on shopping streets and at gas stations, train stations and malls. Based in Amsterdam, the start-up company is growing fast. TEXT: NANCY PICK PHOTOS: MALOU VAN BREEVOORT Treurniet is your name French? No, it s a Dutch name that means don t be sad. Well, you shouldn t be, considering the success with your company. How did you get the idea for 2theloo? The idea came to me when I was in Bruges, in Belgium, shopping with my wife and kids. At several points we were looking for a toilet, and then at the end of the day we were walking down a shopping street and I saw an empty storefront. I thought, We ve been looking for a toilet so many times now today, why not start a toilet store? That was at the end of 2009. 16 SCA SHAPE 4 2011
Eric Treurniet Age: 41 Family: Married. His wife works in the family business, and they have two daughters, ages 3 and 6. Lives: In Bussum, outside Amsterdam. Education: He studied law at the University of Amsterdam. Hobbies: Sports has always been his passion, and he plays tennis and golf. SCA A PREMIUM PARTNER SCA has been a partner with 2theloo since it began in February 2011. We went looking for a company with a green profile, because we believe in sustainability, says 2theloo founder Eric Treurniet. It turned out to be a good match. SCA was the first company that really believed in our idea, he says. 2theloo uses Tork tissue in all its toilet facilities. Its shops sell a range of SCA consumer products, from Libresse sanitary pads to Tempo handkerchiefs. 2theloo is also experimenting with co-branding together with SCA. Initially, the shops are offering small packages of diapers, two per pack, under the 2theloo name. It s a logical partnership, Treurniet says. SCA SHAPE 4 2011 17
10 QUESTIONS Condoms, tampons or stuff you might need when going to the loo, or need while shopping, are sold in the toilet shops. What is a toilet store? Is it anything like the freestanding public pay toilets you see on city streets? The concept is a combination of a retail shop and a toilet facility. The retail we offer is always relevant, stuff you might need when you go to the loo. You can buy tampons, or items ladies use while standing in front of the mirror. Or things you might need while walking and shopping, like toothpicks after a meal. Often, the products are in sort of funny packaging for example, our mineral water is called 2thel eau. We hired a Dutch design agency to assist us in translating our ideas. We want to make 2theloo into an experience, different from any other toilet facility. We think that when you enter the toilet, you should be surprised. The walls of the stalls might have pictures of people taking a peek at you. Or animals looking at you, like ostriches. We re opening a store in Utrecht that has a picture of the White House. When you sit down, you re sitting on the lawn of the White House. What were you doing before you started 2theloo? I was a partner at a sports marketing agency, PRO SPORT. We advised sports organizations about media, and we set up competitions. When the idea for 2theloo came to me, I had a conversation early in the process with my current partner, Almar Holtz. He was working at Disney, in charge of consumer goods for the African continent. He became enthusiastic about the 2theloo idea as well. That was where we started. Women spend an average of 1.5 minutes using the toilet, and men only 40 seconds. Eric Treurniet Then we consulted PricewaterhouseCoopers for the business phase, and it turned out they found the idea interesting. Humor seems essential to your marketing strategy like the company name In the UK, too-da-loo is a well-known expression, meaning goodbye. Quite a lot of people in the Netherlands use this phrase as well. So 2theloo has a double meaning. I think it works as a brand. So it seems your company is growing fast? We launched in February 2011 and we ve been very busy. Currently we have 10 shops operational, with six more opening this year, and in 2012 we expect to open about 50. Beyond the Netherlands, we ll have locations in Belgium, the UK, France, Spain, Portugal, Germany, Poland and Israel. We re also negotiating deals in Scandinavia, Lithuania and Russia. The largest facility is located in a shopping mall, close to Antwerp. It has a total of 35 toilets, of which about 20 are for women, 10 are for men, and five are a combined family room, as we call it. Each family room has a large toilet for mom and dad, and a small toilet for the kids. You re divided by a narrow vertical wall, so you can see your parent sitting next to you. An interesting concept. So in general, women need more toilets? If you look at global averages, women use the toilet seven or eight times a day, compared to five or six for men. Also, women spend an average of 1.5 minutes using the toilet, and men only 40 seconds. Plus our facilities are positioned in areas where women are over-represented, like shopping malls. How much does it cost to use your facilities? The toilet costs 1 euro in our flagship shop in Amsterdam. Most of the other locations cost 50 euro cents. Plus you get a 50-cent discount voucher for the shop, so basically, you re using the loo for free. Are you ever embarrassed about your line of work, when you run into old friends? No, I m not embarrassed because we re a successful operation. People think 2theloo is cool and fun. Do you tell toilet jokes? I m more of a listener, not the one telling the jokes. I think what s unusual about me is that I m creative. Not that I m a painter or a musician, not at all, but in a business sense. 18 SCA SHAPE 4 2011
FEATURE We think that when you enter the toilet, you should be surprised. Eric Treurniet A family room has a normal-sized toilet for grown-ups and another small toilet for kids, like the one Eric is trying out. SCA SHAPE 4 2011 19
MARKET Are our modern lifestyles "too clean" for our health? Some suggest that dirtier homes and uncleaned and unprocessed food would promote our health. BACTERIA to stay healthy It s an ongoing tug-of-war between good and bad bacteria. Probiotics are attracting considerable interest around the world, with attention focused on the struggle between healthy and unhealthy microorganisms in the body s ingenious ecosystem. TEXT: ELISABET TAPIO NEUWIRTH PHOTOS: GETTY IMAGES DOES THE BACTERIAL FLORA of humans constitute an organ on its own? Indeed, there are scientists who would like to assign that title to the billions of bacteria living and flourishing in the stomach and gastrointestinal tract. The bacteria are invisible to the naked eye but are immensely important since they constitute part of our immune defense system, providing protection against pathogenic organisms and fighting off infections and illnesses. Healthy bacterial flora contains and can fend off continual attacks from bad bacteria, but in some cases an imbalance may arise, with the bad bacteria getting the upper hand. In the quest for ways to reestablish balance in the bacterial flora, researchers around the world have studied probiotic bacteria, living microorganisms that, in the right quantities, have a positive effect on people s health. A Swedish biotech company has taken a great step forward in this field by carefully identifying and clinically studying the bacterial strain Lactobacillus reuteri, which originates in breast milk. When a baby is born, it has no developed bacterial flora of its own, says Peter Rothschild, managing director of the company BioGaia in Stockholm. But in childbirth, the baby is exposed to the mother s bacterial flora in her vagina and digestive tract, 20 SCA SHAPE 4 2011