Household Care in Estonia
Euromonitor International's Household Care in Estonia 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: 68 | Publication date: Mar 2007
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
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Increased disposable income changes purchasing behaviour of consumers
The rise in household care in Estonia was caused mainly by the increased disposable income of consumers. GDP per capita also increased during the year. This had an impact on all household care sectors. The number of households in possession of washing machines increased. This changed consumer preferences in laundry care, as a share of consumers switched from using hand wash detergents to automatic detergents. The increased purchases of parquet and laminate flooring encouraged sales of specialised floor cleaning liquids and starter kits. Automatic dishwashing products witnessed an increase in sales, and consumers displayed awareness of natural detergents, and hand dishwashing products that included balsam.
Multinational companies are market leaders
The leading positions in 2005 in Estonian household care were held by multinational companies. These were McBride Plc, SC Johnson & Son Inc, Sara Lee Corp, Henkel Baltic OU, The Procter & Gamble Co, Colgate-Palmolive Co, Unilever Eesti OU, Reckitt Benckiser Plc, Leifheit AG and Vileda GmbH. From national manufacturers, the major shares were held by Orto AS, Fenar OU, Mayeri Industries AS.
Laundry care sector remains the largest in household care
The laundry care sector occupied the largest market share, and constituted more than half of all household care in 2005. Increased product differentiation aimed to satisfy the needs of all subsectors. Focus concentrated on convenience, effectiveness, quality and time saving.
The consumption of narrow-purpose products increases
Increased disposable income, as well as increased consumer awareness of household care products, led to the rise in the consumption of narrow-purpose products. This was especially so in laundry care, dishwashing products and surface care. The availability of different spot and stain removers hailed the decline in the use of chlorine bleach. The increased distribution share of supermarkets/hypermarkets supported this trend, since the largest product and brand variability was offered by this outlet. In addition, the number of supermarkets/hypermarkets in regions continued to grow in 2005. This helped manufactures to cover larger distribution areas, and gave consumers in regions greater product and brand variability.
Table of contents
HOUSEHOLD CARE IN ESTONIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Increased disposable income changes purchasing behaviour of consumers
Multinational companies are market leaders
Laundry care sector remains the largest in household care
The consumption of narrow-purpose products increases
KEY TRENDS AND DEVELOPMENTS
Product differentiation increases
Consumers still choose proven brands
Supermarkets/hypermarkets increases sales by conducting promotion campaigns of household care products
MARKET INDICATORS
Table 1 Households 2000-2005
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2000-2005
Table 3 Sales of Household Care by Sector: % Value Growth 2000-2005
Table 4 Household Care Company Shares 2001-2005
Table 5 Household Care Brand Shares 2002-2005
Table 6 Sales of Household Care by Distribution Format: % Analysis 1999/2004
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2004
Table 8 Forecast Sales of Household Care by Sector: Value 2005-2010
Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2005-2010
DEFINITIONS
LAUNDRY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 10 Sales of Laundry Care by Subsector: Value 2000-2005
Table 11 Sales of Laundry Care by Subsector: % Value Growth 2000-2005
Table 12 Laundry Care Company Shares 2001-2005
Table 13 Laundry Care Brand Shares 2002-2005
Table 14 Forecast Sales of Laundry Care by Subsector: Value 2005-2010
Table 15 Forecast Sales of Laundry Care by Subsector: % Value Growth 2005-2010
Table 16 Sales of Laundry Detergents by Type: Value 2000-2005
Table 17 Sales of Laundry Detergents by Type: % Value Growth 2000-2005
Table 18 Laundry Detergents Company Shares 2001-2005
Table 19 Laundry Detergents Brand Shares 2002-2005
Table 20 Sales of Fabric Softeners by Type: Value 2000-2005
Table 21 Sales of Fabric Softeners by Type: % Value Growth 2000-2005
Table 22 Sales of Laundry Aids by Type: Value 2000-2005
Table 23 Sales of Laundry Aids by Type: % Value Growth 2000-2005
DISHWASHING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 24 Sales of Dishwashing Products by Subsector: Value 2000-2005
Table 25 Sales of Dishwashing Products by Subsector: % Value Growth 2000-2005
Table 26 Dishwashing Products Company Shares 2001-2005
Table 27 Dishwashing Products Brand Shares 2002-2005
Table 28 Forecast Sales of Dishwashing Products by Subsector: Value 2005-2010
Table 29 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2005-2010
SURFACE CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 30 Sales of Surface Care by Subsector: Value 2000-2005
Table 31 Sales of Surface Care by Subsector: % Value Growth 2000-2005
Table 32 Surface Care Company Shares 2001-2005
Table 33 Surface Care Brand Shares 2002-2005
Table 34 Forecast Sales of Surface Care by Subsector: Value 2005-2010
Table 35 Forecast Sales of Surface Care by Subsector: % Value Growth 2005-2010
CHLORINE BLEACH
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 36 Sales of Chlorine Bleach: Value 2000-2005
Table 37 Sales of Chlorine Bleach: % Value Growth 2000-2005
Table 38 Chlorine Bleach Company Shares 2001-2005
Table 39 Chlorine Bleach Brand Shares 2002-2005
Table 40 Forecast Sales of Chlorine Bleach: Value 2005-2010
Table 41 Forecast Sales of Chlorine Bleach: % Value Growth 2005-2010
TOILET CARE PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 42 Sales of Toilet Care Products by Subsector: Value 2000-2005
Table 43 Sales of Toilet Care Products by Subsector: % Value Growth 2000-2005
Table 44 Toilet Care Products Company Shares 2001-2005
Table 45 Toilet Care Products Brand Shares 2002-2005
Table 46 Forecast Sales of Toilet Care Products by Subsector: Value 2005-2010
Table 47 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2005-2010
POLISHES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 48 Sales of Polishes by Subsector: Value 2000-2005
Table 49 Sales of Polishes by Subsector: % Value Growth 2000-2005
Table 50 Polishes Company Shares 2001-2005
Table 51 Polishes Brand Shares 2002-2005
Table 52 Forecast Sales of Polishes by Subsector: Value 2005-2010
Table 53 Forecast Sales of Polishes by Subsector: % Value Growth 2005-2010
AIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 54 Sales of Air Care by Subsector: Value 2000-2005
Table 55 Sales of Air Care by Subsector: % Value Growth 2000-2005
Table 56 Air Care Company Shares 2001-2005
Table 57 Air Care Brand Shares 2002-2005
Table 58 Forecast Sales of Air Care by Subsector: Value 2005-2010
Table 59 Forecast Sales of Air Care by Subsector: % Value Growth 2005-2010
INSECTICIDES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 60 Sales of Insecticides by Subsector: Value 2000-2005
Table 61 Sales of Insecticides by Subsector: % Value Growth 2000-2005
Table 62 Insecticides Company Shares 2001-2005
Table 63 Insecticides Brand Shares 2002-2005
Table 64 Forecast Sales of Insecticides by Subsector: Value 2005-2010
Table 65 Forecast Sales of Insecticides by Subsector: % Value Growth 2005-2010
ABESTOCK AS
Strategic Direction
Key Facts
Summary 1 Abestock AS: Key Facts
Summary 2 Abestock AS: Operational Indicators
Company Background
Production
Competitive Positioning
ORTO AS
Strategic Direction
Key Facts
Summary 3 Orto AS: Key Facts
Company Background
Production
Competitive Positioning