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: 148 | Publication date: Sep 2009
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; Oral hygiene excl power toothbrushes; Premium cosmetics; Skin care; Sun care
Executive summary
Economic downturn has negative effect
The global economic recession had an increasingly negative effect on the Finnish economy as 2008 proceeded, resulting in a slowdown in the retail value growth of cosmetics and toiletries, particularly of premium cosmetics. Consumers traded down to more affordable products and were a lot more selective with regard to their purchasing decisions, tending to avoid products that are not completely necessary to their everyday lives. However, products that are deemed as necessity products continued to perform relatively well despite the downturn in the Finnish economy.
Nature and the environment, a strong trend in cosmetics and toiletries in 2008
Nature and the environment were major factors affecting the development and marketing of products in cosmetics and toiletries in Finland in 2008. These factors had an effect on every category of cosmetics and toiletries and they were strongly promoted by manufacturers and retailers. They were also clearly visible in women’s magazines and other forms of media.
Natural ingredients, such as aloe vera and plantain are popular in cosmetics and toiletries in Finland. Products containing these ingredients are promoted as being healthier alternatives to “ordinary” products. Also in colour cosmetics, mineral make-up formed part of the nature trend. Many companies launched new mineral products and the mineral theme was continuously promoted. Many companies adopted a strategy of “soft” selling using slogans such as “manufactured in an environmentally friendly way” and “not tested on animals” in 2008.
Big brands continue to dominate
Key brands in cosmetics and toiletries in Finland are well established and well known brands such as Nivea Visage and Lumene. In addition, there are many small brands with low retail value shares, especially in fragrances. Manufacturers update their product portfolios constantly so the variety and number of products is large and changes rapidly.
Another factor that added to the competitive pressure in cosmetics and toiletries in 2008 was the increasing presence of private label products. These products are sold primarily through grocery retailers and new product launches were frequent in 2008.
Supermarkets/hypermarkets still the leading channel of distribution in 2008
Although supermarkets/hypermarkets continued to lead in terms of distribution of cosmetics and toiletries in 2008, other more specialised channels of distribution continued to develop, for example direct selling through companies such as Yves Rocher Finlande Oy and Oriflame Finland Oy. Internet retailing in cosmetics and toiletries has also increased in strength as a result of increased trust among consumers in making online purchases, particularly with regard to payment methods and product safety as well as delivery times. Finnish consumers are experienced Internet users and the vast majority of consumers have access to the internet, increasingly through broadband, in their homes.
Demand for “mid-priced” and “economy” products expected to prevail
Over the first half of the forecast period, the Finnish economy is expected to continue to face difficulties and this is expected to have a potentially negative effect on cosmetics and toiletries, particularly on demand for “premium” products. Consumers are expected to restrain their spending on “luxury” products, which, in turn, will affect demand for premium fragrances and premium cosmetics among other “premium” categories. However, products with a good price/quality ratio are expected to remain popular, therefore many “mid-priced” brands, such as Nivea Visage and Lumene, are expected to perform fairly well despite the continued economic downturn, as are various “economy” products and private label products.
Table of contents
COSMETICS AND TOILETRIES IN FINLAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Economic downturn has negative effect
Nature and the environment, a strong trend in cosmetics and toiletries in 2008
Big brands continue to dominate
Supermarkets/hypermarkets still the leading channel of distribution in 2008
Demand for “mid-priced” and “economy” products expected to prevail
KEY TRENDS AND DEVELOPMENTS
Recession strikes Finnish economy
Ever-increasing competition in cosmetics and toiletries
Natural and ethical products continue to increase in popularity
Internet retailing increases in strength
Boom in cosmeceuticals continues
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2003-2008
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2003-2008
Table 3 Sales of Premium Cosmetics by Sector: Value 2003-2008
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2003-2008
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2004-2008
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2004-2008
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2005-2008
Table 8 Penetration of Private Label by Sector by Retail Value 2003-2008
Table 9 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2003-2008
Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2008
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2008-2013
Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2008-2013
Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2008-2013
Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2008-2013
APPENDIX
Gift Sets
DEFINITIONS
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
COMPETITIVE POSITIONING
Summary 4 Berner Oy: Competitive Position 2008
CEDERROTH OY - COSMETICS AND TOILETRIES - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Cederroth Oy: Key Facts
Summary 6 Cederroth Oy: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Cederroth Oy: Competitive Position 2008
DETRIA OY - COSMETICS AND TOILETRIES - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Detria Oy: Key Facts
Summary 9 Detria Oy: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
LUMENE GROUP - COSMETICS AND TOILETRIES - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Lumene Group: Key Facts
Summary 11 Lumene Group: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Lumene Group: Competitive Position 2008
SUOMEN BIOTEEKKI OY - COSMETICS AND TOILETRIES - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Suomen Bioteekki Oy: Key Facts
Summary 14 Suomen Bioteekki Oy: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Suomen Bioteekki Oy: Competitive Position 2008
BABY CARE IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Baby Care by Subsector: Value 2003-2008
Table 16 Sales of Baby Care by Subsector: % Value Growth 2003-2008
Table 17 Baby Care Premium Vs Mass % Analysis 2003-2008
Table 18 Baby Care Company Shares by Retail Value 2004-2008
Table 19 Baby Care Brand Shares by Retail Value 2005-2008
Table 20 Baby Skin Care Brand Shares by Retail Value 2005-2008
Table 21 Baby Sun Care Brand Shares by Retail Value 2005-2008
Table 22 Forecast Sales of Baby Care by Subsector: Value 2008-2013
Table 23 Forecast Sales of Baby Care by Subsector: % Value Growth 2008-2013
Table 24 Forecast Baby Care Premium Vs Mass % Analysis 2008-2013
BATH AND SHOWER PRODUCTS IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 25 Sales of Bath and Shower Products by Subsector: Value 2003-2008
Table 26 Sales of Bath and Shower Products by Subsector: % Value Growth 2003-2008
Table 27 Bath and Shower Products Premium Vs Mass % Analysis 2003-2008
Table 28 Bath and Shower Products Company Shares by Retail Value 2004-2008
Table 29 Bath and Shower Products Brand Shares by Retail Value 2005-2008
Table 30 Bath and Shower Products Premium Brand Shares 2005-2008
Table 31 Forecast Sales of Bath and Shower Products by Subsector: Value 2008-2013
Table 32 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2008-2013
Table 33 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2008-2013
DEODORANTS IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Deodorants by Subsector: Value 2003-2008
Table 35 Sales of Deodorants by Subsector: % Value Growth 2003-2008
Table 36 Deodorants Premium Vs Mass % Analysis 2003-2008
Table 37 Deodorants Company Shares by Retail Value 2004-2008
Table 38 Deodorants Brand Shares by Retail Value 2005-2008
Table 39 Deodorants Premium Brand Shares 2005-2008
Table 40 Forecast Sales of Deodorants by Subsector: Value 2008-2013
Table 41 Forecast Sales of Deodorants by Subsector: % Value Growth 2008-2013
Table 42 Forecast Deodorants Premium Vs Mass % Analysis 2008-2013
HAIR CARE IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 43 Sales of Hair Care by Subsector: Value 2003-2008
Table 44 Sales of Hair Care by Subsector: % Value Growth 2003-2008
Table 45 Hair Care Premium Vs Mass % Analysis 2003-2008
Table 46 Sales of Styling Agents by Type: % Value Breakdown 2005-2008
Table 47 Hair Care Company Shares by Retail Value 2004-2008
Table 48 Hair Care Brand Shares by Retail Value 2005-2008
Table 49 Styling Agents Brand Shares by Retail Value 2005-2008
Table 50 Colourants Brand Shares by Retail Value 2005-2008
Table 51 Salon Hair Care Company Shares by Retail Value 2004-2008
Table 52 Salon Hair Care Brand Shares by Retail Value 2005-2008
Table 53 Hair Care Premium Brand Shares 2005-2008
Table 54 Forecast Sales of Hair Care by Subsector: Value 2008-2013
Table 55 Forecast Sales of Hair Care by Subsector: % Value Growth 2008-2013
Table 56 Forecast Hair Care Premium Vs Mass % Analysis 2008-2013
COLOUR COSMETICS IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Sales of Colour Cosmetics by Subsector: Value 2003-2008
Table 58 Sales of Colour Cosmetics by Subsector: % Value Growth 2003-2008
Table 59 Colour Cosmetics Premium Vs Mass % Analysis 2003-2008
Table 60 Colour Cosmetics Company Shares by Retail Value 2004-2008
Table 61 Colour Cosmetics Brand Shares by Retail Value 2005-2008
Table 62 Facial Make-up Brand Shares by Retail Value 2005-2008
Table 63 Eye Make-up Brand Shares by Retail Value 2005-2008
Table 64 Lip Products Brand Shares by Retail Value 2005-2008
Table 65 Nail Products Brand Shares by Retail Value 2005-2008
Table 66 Colour Cosmetics Premium Brand Shares 2005-2008
Table 67 Forecast Sales of Colour Cosmetics by Subsector: Value 2008-2013
Table 68 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2008-2013
Table 69 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2008-2013
MEN'S GROOMING PRODUCTS IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 70 Sales of Men's Grooming Products by Subsector: Value 2003-2008
Table 71 Sales of Men's Grooming Products by Subsector: % Value Growth 2003-2008
Table 72 Sales of Men's Razors and Blades by Type: % Value Breakdown 2005-2008
Table 73 Men's Grooming Products Company Shares by Retail Value 2004-2008
Table 74 Men's Grooming Products Brand Shares by Retail Value 2005-2008
Table 75 Men's Razors and Blades Brand Shares by Retail Value 2005-2008
Table 76 Forecast Sales of Men's Grooming Products by Subsector: Value 2008-2013
Table 77 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2008-2013
ORAL HYGIENE IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 78 Sales of Manual Toothbrushes by Type: % Value Analysis 2004-2009
Table 79 Sales of Oral Hygiene by Subsector: Value 2003-2008
Table 80 Sales of Oral Hygiene by Subsector: % Value Growth 2003-2008
Table 81 Sales of Manual and Power Toothbrushes by Type: Value 2003-2008
Table 82 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2003-2008
Table 83 Sales of Toothpaste by Type: % Value Breakdown 2005-2008
Table 84 Oral Hygiene Company Shares by Retail Value 2004-2008
Table 85 Oral Hygiene Brand Shares by Retail Value 2005-2008
Table 86 Toothpaste Brand Shares by Retail Value 2005-2008
Table 87 Mouthwash/Dental Rinses Brand Shares by Retail Value 2005-2008
Table 88 Forecast Sales of Oral Hygiene by Subsector: Value 2008-2013
Table 89 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2008-2013
Table 90 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2008-2013
Table 91 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2008-2013
FRAGRANCES IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 92 Sales of Fragrances by Concentration: % Value Analysis 2004-2009
Table 93 Sales of Fragrances by Subsector: Value 2003-2008
Table 94 Sales of Fragrances by Subsector: % Value Growth 2003-2008
Table 95 Fragrances Premium Vs Mass % Analysis 2003-2008
Table 96 Fragrances Company Shares by Retail Value 2004-2008
Table 97 Fragrances Brand Shares by Retail Value 2005-2008
Table 98 Men's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 99 Women's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 100 Forecast Sales of Fragrances by Subsector: Value 2008-2013
Table 101 Forecast Sales of Fragrances by Subsector: % Value Growth 2008-2013
Table 102 Forecsast Fragrances Premium Vs Mass % Analysis 2008-2013
SKIN CARE IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 103 Sales of Skin Care by Subsector: Value 2003-2008
Table 104 Sales of Skin Care by Subsector: % Value Growth 2003-2008
Table 105 Skin Care Premium Vs Mass % Analysis 2003-2008
Table 106 Skin Care Company Shares by Retail Value 2004-2008
Table 107 Skin Care Brand Shares by Retail Value 2005-2008
Table 108 Facial Moisturisers Brand Shares by Retail Value 2005-2008
Table 109 Nourishers/Anti-agers Brand Shares by Retail Value 2005-2008
Table 110 Firming/Anti-cellulite Body Care Brand Shares by Retail Value 2005-2008
Table 111 General Purpose Body Care Brand Shares by Retail Value 2005-2008
Table 112 Skin Care Premium Brand Shares 2005-2008
Table 113 Forecast Sales of Skin Care by Subsector: Value 2008-2013
Table 114 Forecast Sales of Skin Care by Subsector: % Value Growth 2008-2013
Table 115 Forecast Skin Care Premium Vs Mass % Analysis 2008-2013
DEPILATORIES IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 116 Sales of Depilatories by Subsector: Value 2003-2008
Table 117 Sales of Depilatories by Subsector: % Value Growth 2003-2008
Table 118 Depilatories Company Shares by Retail Value 2004-2008
Table 119 Depilatories Brand Shares by Retail Value 2005-2008
Table 120 Forecast Sales of Depilatories by Subsector: Value 2008-2013
Table 121 Forecast Sales of Depilatories by Subsector: % Value Growth 2008-2013
SUN CARE IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 122 Sales of Sun Protection by Factor: % Value Analysis 2004-2009
Table 123 Sales of Sun Protection by Formulation: % Value Analysis 2004-2009
Table 124 Sales of Self-Tanning by Formulation: % Value Analysis 2004-2009
Table 125 Sales of Sun Care by Subsector: Value 2003-2008
Table 126 Sales of Sun Care by Subsector: % Value Growth 2003-2008
Table 127 Sun Care Premium Vs Mass % Analysis 2003-2008
Table 128 Sun Care Company Shares by Retail Value 2004-2008
Table 129 Sun Care Brand Shares by Retail Value 2005-2008
Table 130 Sun Care Premium Brand Shares 2005-2008
Table 131 Forecast Sales of Sun Care by Subsector: Value 2008-2013
Table 132 Forecast Sales of Sun Care by Subsector: % Value Growth 2008-2013
Table 133 Forecast Sun Care Premium Vs Mass % Analysis 2008-2013