Cosmetics And Toiletries in Finland
Euromonitor International's Cosmetics And Toiletries in Finland market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 134 | Publication date: Jul 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Premium cosmetics; Skin care; Sun care
Executive summary
2007 turned out to be another year of strong growth
The Finnish cosmetics and toiletries market saw another year of very strong growth in 2007, driven by fragrances, anti-ageing products, men’s grooming products and spa-orientated products. Growing disposable incomes as well as the current pampering and indulgence trend boosted sales of more premium products during the year. Finns still spend less than the average European consumer on cosmetics and toiletries, which means that there is underlying market potential. Finnish consumers have also become more interested in cosmetics and toiletries. Where previously only one product was found on bathroom shelves, today many consumers have a ‘wardrobe’ of cosmetics products to choose from.
Finland sees slightly slower growth rates following global economic unrest
Total growth in 2007 exceeded the review period average, but was slightly less pronounced compared to growth in 2006. To some extent growth rates are settling down after the strong growth in 2006. However, the slowdown was also a result of a more uncertain economic situation on international financial markets as well as a series of interest rate rises during the year. Some consumers have, therefore, tightened their purse strings, and this has impacted premium products in particular. As a result the healthy growth rates seen in the early part of the year started to slow down towards the end of 2007.
However, the slowdown is not dramatic and as the economic uncertainty is likely to stabilise, Euromonitor International believes these signs will turn out to be a temporary dip as there is still growth potential in the Finnish market. Finland has indeed seen a more stable reaction to the global economic unrest, with the Finnish stock exchange growing strongly during 2007, giving added purchasing power to many Finns.
Increasing international presence
The competitive environment has intensified significantly in Finland. The market, headed by L'Oréal Finland Oy, has become more and more influenced by international operators. L'Oréal has indeed seen one of the strongest share increases since 2002. Domestic Lumene Group has as a result been forced to invest large amounts in new product development and extensive marketing activities to defend its position against an increasing presence of international operators. Another factor adding competitive pressure to the market is a growing private label presence. In 2007 Lidl introduced a new private label skin care range, whilst domestic retailer Kesko continued to launch new private label cosmetics and toiletries products under the Pirkka brand.
Traditional channels dominate, but niches such as the Internet up strongly
Although the basic retailer channels dominate distribution, more specialised distributors such as Yves Rocher, Oriflame, The Body Shop, etc., have a significant presence on the market. Internet sales of cosmetics have also grown rapidly in recent years. Growing Internet sales is a result of the fact that consumers have gained trust in online purchasing, particularly in terms of payment methods and safety, but also as delivery times have been reduced. Finns are experienced Internet users, where the vast majority have access to the Web and increasingly, broadband Internet.
Slower forecast growth, but still plenty of potential in the Finnish market
Sales in both volume and constant value terms will continue to witness positive growth over the forecast period aided by healthy demand for premium products. The pampering and indulgence trend will continue in the future, increasing demand for more expensive and speciality products. Purchases of male-specific products are predicted to grow rapidly as it has become more accepted for Finnish men to be interested in pampering and following trends in, for example, skin care. Although most large manufacturers offer products for men, the selection of products is still relatively small. However, industry analysts agree that future product development and advertising will be substantial in this area and that sales will thus continue to grow rapidly.
Table of contents
COSMETICS AND TOILETRIES IN FINLAND : MARKET INSIGHT
EXECUTIVE SUMMARY
2007 turned out to be another year of strong growth
Finland sees slightly slower growth rates following global economic unrest
Increasing international presence
Traditional channels dominate, but niches such as the Internet up strongly
Slower forecast growth, but still plenty of potential in the Finnish market
KEY TRENDS AND DEVELOPMENTS
Increasing International Competition
Extraordinary Performance of Finnish Economy Will Slow Down
Income Differences Widening
Insecurity Concerning Work Increasing
Internet Retailing Growing
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2002-2007
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2002-2007
Table 3 Sales of Premium Cosmetics by Sector: Value 2002-2007
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2002-2007
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2003-2007
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2003-2007
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2004-2007
Table 8 Penetration of Private Label by Sector by Retail Value 2002-2007
Table 9 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2002-2007
Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2007
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2007-2012
Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2007-2012
Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2007-2012
Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2007-2012
APPENDIX
Gift Sets
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - FINLAND
BERNER OY - COSMETICS AND TOILETRIES - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Berner Oy: Key Facts
Summary 3 Berner Oy: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Berner Oy: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Berner Oy: Competitive Position 2007
DETRIA OY - COSMETICS AND TOILETRIES - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Detria Oy: Key Facts
Summary 7 Detria Oy: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 Detria Oy: Production Statistics 2007
COMPETITIVE POSITIONING
LIFEHAIR OY - COSMETICS AND TOILETRIES - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Lifehair Oy: Key Facts
Summary 10 Lifehair Oy: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 Lifehair Oy: Production Statistics 2007
COMPETITIVE POSITIONING
LUMENE GROUP - COSMETICS AND TOILETRIES - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Lumene Group: Key Facts
Summary 13 Lumene Group: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 14 Lumene Group: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 15 Lumene Group: Competitive Position 2007
MEGASTORE EVE OY - COSMETICS AND TOILETRIES - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Megastore Eve Oy: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
MEHILäISTUOTTEET MELLIS OY - COSMETICS AND TOILETRIES - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Mehiläistuotteet Mellis Oy: Key Facts
Summary 18 Mehiläistuotteet Mellis Oy: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
SUOMEN BIOTEEKKI OY - COSMETICS AND TOILETRIES - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 19 Suomen Bioteekki Oy: Key Facts
Summary 20 Suomen Bioteekki Oy: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 21 Suomen Bioteekki Oy: Competitive Position 2007
BABY CARE IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Baby Care by Subsector: Value 2002-2007
Table 16 Sales of Baby Care by Subsector: % Value Growth 2002-2007
Table 17 Baby Care Premium Vs Mass % Analysis 2002-2007
Table 18 Baby Care Company Shares by Retail Value 2003-2007
Table 19 Baby Care Brand Shares by Retail Value 2004-2007
Table 20 Baby Care Premium Brand Shares 2007
Table 21 Forecast Sales of Baby Care by Subsector: Value 2007-2012
Table 22 Forecast Sales of Baby Care by Subsector: % Value Growth 2007-2012
Table 23 Forecast Baby Care Premium Vs Mass % Analysis 2007-2012
BATH AND SHOWER PRODUCTS IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 24 Sales of Bath and Shower Products by Subsector: Value 2002-2007
Table 25 Sales of Bath and Shower Products by Subsector: % Value Growth 2002-2007
Table 26 Bath and Shower Products Premium Vs Mass % Analysis 2002-2007
Table 27 Bath and Shower Products Company Shares by Retail Value 2003-2007
Table 28 Bath and Shower Products Brand Shares by Retail Value 2004-2007
Table 29 Bath and Shower Products Premium Brand Shares 2007
Table 30 Forecast Sales of Bath and Shower Products by Subsector: Value 2007-2012
Table 31 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2007-2012
Table 32 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2007-2012
DEODORANTS IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 33 Sales of Deodorants by Subsector: Value 2002-2007
Table 34 Sales of Deodorants by Subsector: % Value Growth 2002-2007
Table 35 Deodorants Premium Vs Mass % Analysis 2002-2007
Table 36 Deodorants Company Shares by Retail Value 2003-2007
Table 37 Deodorants Brand Shares by Retail Value 2004-2007
Table 38 Deodorants Premium Brand Shares 2007
Table 39 Forecast Sales of Deodorants by Subsector: Value 2007-2012
Table 40 Forecast Sales of Deodorants by Subsector: % Value Growth 2007-2012
Table 41 Forecast Deodorants Premium Vs Mass % Analysis 2007-2012
HAIR CARE IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Sales of Hair Care by Subsector: Value 2002-2007
Table 43 Sales of Hair Care by Subsector: % Value Growth 2002-2007
Table 44 Hair Care Premium Vs Mass % Analysis 2002-2007
Table 45 Hair Care Company Shares by Retail Value 2003-2007
Table 46 Hair Care Brand Shares by Retail Value 2004-2007
Table 47 Styling Agents Brand Shares by Retail Value 2004-2007
Table 48 Salon Hair Care Company Shares by Retail Value 2003-2007
Table 49 Salon Hair Care Brand Shares by Retail Value 2004-2007
Table 50 Hair Care Premium Brand Shares 2007
Table 51 Forecast Sales of Hair Care by Subsector: Value 2007-2012
Table 52 Forecast Sales of Hair Care by Subsector: % Value Growth 2007-2012
Table 53 Forecast Hair Care Premium Vs Mass % Analysis 2007-2012
Table 54 Retail Sales of Styling Agents by Type 2003-2007
COLOUR COSMETICS IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 Sales of Colour Cosmetics by Subsector: Value 2002-2007
Table 56 Sales of Colour Cosmetics by Subsector: % Value Growth 2002-2007
Table 57 Colour Cosmetics Premium Vs Mass % Analysis 2002-2007
Table 58 Colour Cosmetics Company Shares by Retail Value 2003-2007
Table 59 Colour Cosmetics Brand Shares by Retail Value 2004-2007
Table 60 Colour Cosmetics Premium Brand Shares 2007
Table 61 Forecast Sales of Colour Cosmetics by Subsector: Value 2007-2012
Table 62 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2007-2012
Table 63 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2007-2012
MEN'S GROOMING PRODUCTS IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 64 Sales of Men's Grooming Products by Subsector: Value 2002-2007
Table 65 Sales of Men's Grooming Products by Subsector: % Value Growth 2002-2007
Table 66 Sales of Men's Razors and Blades by Type 2005-2007
Table 67 Men's Grooming Products Company Shares by Retail Value 2003-2007
Table 68 Men's Grooming Products Brand Shares by Retail Value 2004-2007
Table 69 Forecast Sales of Men's Grooming Products by Subsector: Value 2007-2012
Table 70 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2007-2012
ORAL HYGIENE IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 71 Sales of Oral Hygiene by Subsector: Value 2002-2007
Table 72 Sales of Oral Hygiene by Subsector: % Value Growth 2002-2007
Table 73 Sales of Manual and Power Toothbrushes by Type: Value 2002-2007
Table 74 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2002-2007
Table 75 Oral Hygiene Company Shares by Retail Value 2003-2007
Table 76 Oral Hygiene Brand Shares by Retail Value 2004-2007
Table 77 Forecast Sales of Oral Hygiene by Subsector: Value 2007-2012
Table 78 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2007-2012
Table 79 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2007-2012
Table 80 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2007-2012
Table 81 Retail Sales of Toothpaste by Type: % Analysis 2003-2007
FRAGRANCES IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 82 Sales of Fragrances by Subsector: Value 2002-2007
Table 83 Sales of Fragrances by Subsector: % Value Growth 2002-2007
Table 84 Fragrances Premium Vs Mass % Analysis 2002-2007
Table 85 Fragrances Company Shares by Retail Value 2003-2007
Table 86 Fragrances Brand Shares by Retail Value 2004-2007
Table 87 Forecast Sales of Fragrances by Subsector: Value 2007-2012
Table 88 Forecast Sales of Fragrances by Subsector: % Value Growth 2007-2012
Table 89 Forecsast Fragrances Premium Vs Mass % Analysis 2007-2012
SKIN CARE IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 90 Sales of Skin Care by Subsector: Value 2002-2007
Table 91 Sales of Skin Care by Subsector: % Value Growth 2002-2007
Table 92 Skin Care Premium Vs Mass % Analysis 2002-2007
Table 93 Skin Care Company Shares by Retail Value 2003-2007
Table 94 Skin Care Brand Shares by Retail Value 2004-2007
Table 95 Skin Care Premium Brand Shares 2007
Table 96 Forecast Sales of Skin Care by Subsector: Value 2007-2012
Table 97 Forecast Sales of Skin Care by Subsector: % Value Growth 2007-2012
Table 98 Forecast Skin Care Premium Vs Mass % Analysis 2007-2012
DEPILATORIES IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 99 Sales of Depilatories by Subsector: Value 2002-2007
Table 100 Sales of Depilatories by Subsector: % Value Growth 2002-2007
Table 101 Depilatories Company Shares by Retail Value 2003-2007
Table 102 Depilatories Brand Shares by Retail Value 2004-2007
Table 103 Forecast Sales of Depilatories by Subsector: Value 2007-2012
Table 104 Forecast Sales of Depilatories by Subsector: % Value Growth 2007-2012
SUN CARE IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 105 Sales of Sun Care by Subsector: Value 2002-2007
Table 106 Sales of Sun Care by Subsector: % Value Growth 2002-2007
Table 107 Sun Care Premium Vs Mass % Analysis 2002-2007
Table 108 Sun Care Company Shares by Retail Value 2003-2007
Table 109 Sun Care Brand Shares by Retail Value 2004-2007
Table 110 Sun Care Premium Brand Shares 2007
Table 111 Forecast Sales of Sun Care by Subsector: Value 2007-2012
Table 112 Forecast Sales of Sun Care by Subsector: % Value Growth 2007-2012
Table 113 Forecast Sun Care Premium Vs Mass % Analysis 2007-2012