Household
Household Care

Household Care in Finland

Finland

Euromonitor International's Household Care 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: 94  |  Publication date: Jun 2009
Cost: 
GBP1500.00

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Product coverage

Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products

Executive summary

Sluggish value growth within mature household care segment

Although household care retail value sales increased only marginally in Finland in 2008, growth was higher than that recorded in 2007. Whilst new product launches and investment in advertising helped to fuel demand, the majority of the increase in retail value growth can be attributed to rising production and transportation costs. Demand for premium products was relatively robust until the onset of the global financial crisis towards the end of 2008. The mature nature of the segment means that the scope for significant future growth is limited.

Move towards innovative/specialised products in bid to maintain demand

Standard everyday household care products dominate household care sales in Finland. However, the mature nature of the segment means that volume and value growth is very limited and such products are facing increasing competition from private label products. Demand for more modern and specialised products, such as bathroom and kitchen cleaners and impregnated wipes, are far more dynamic – highlighting the fact that manufacturers are being forced to introduce new innovative brands in a bid to maintain demand.

Multinationals continue to dominate sales

Household care sales in Finland are dominated by multinationals Unilever Finland and Henkel Norden. The most successful Finnish company in the segment is Transmeri, which ranked third in 2008. However, it should be noted that Transmeri produces and markets multinational brands such as SC Johnson and Mr Muscle. Multinationals have huge advertising budgets and their brands enjoy strong consumer trust. Such companies also benefit from efficient logistical systems and good shelf positions within major retail outlets.

The fact that leading international players have well established market positions means that changes in company retail value shares are relatively limited. The most notable change over the review period was the increasing retail value share of private label products.

Grocery retailers dominate sales

Grocery retailers dominate household care distribution sales in Finland. Large retail players S Group and Kesko lead sales and consumers enjoy the convenience of being able to purchase household care products at the same time as food items. As a result, large supermarkets/hypermarkets continue to increase their retail value shares at the expense of smaller retail outlets. Large retailers often offer household care products in larger packaging, particularly with regard to laundry detergents, at discounted prices. Small convenience stores are also declining in popularity due to growing sales through supermarkets and also the only discounter chain currently present in Finland, Lidl.

Poor projected value growth due to economic slowdown

Household care retail value sales are expected to decline over the forecast period due to the increasing popularity of cheaper products as a result of the economic slowdown.

Table of contents

HOUSEHOLD CARE IN FINLAND : MARKET INSIGHT

EXECUTIVE SUMMARY

Sluggish value growth within mature household care segment

Move towards innovative/specialised products in bid to maintain demand

Multinationals continue to dominate sales

Grocery retailers dominate sales

Poor projected value growth due to economic slowdown

KEY TRENDS AND DEVELOPMENTS

Rapidly deteriorating economic outlook in Finland

Demographic changes in Finland

Increasing consumer environmental awareness

Limited growth due to high level of maturity

Multinational companies lead household care sales

MARKET INDICATORS

Table 1 Households 2003-2008

MARKET DATA

Table 2 Sales of Household Care by Sector: Value 2003-2008

Table 3 Sales of Household Care by Sector: % Value Growth 2003-2008

Table 4 Household Care Company Shares 2004-2008

Table 5 Household Care Brand Shares 2005-2008

Table 6 Penetration of Private Label by Sector 2003-2008

Table 7 Sales of Household Care by Distribution Format: % Analysis 2003-2008

Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2008

Table 9 Forecast Sales of Household Care by Sector: Value 2008-2013

Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2008-2013

DEFINITIONS

Summary 1 Research Sources

LOCAL COMPANY PROFILES - FINLAND

CEDERROTH OY - HOUSEHOLD CARE - FINLAND

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Cederroth Oy: Key Facts

Summary 3 Cederroth Oy: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 4 Cederroth: Competitive Position 2008

FARMOS OY - HOUSEHOLD CARE - FINLAND

STRATEGIC DIRECTION

KEY FACTS

Summary 5 Farmos Oy: Key Facts

Summary 6 Farmos Oy: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 7 Farmos Oy: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 8 Farmos Oy: Competitive Position 2008

KIILTOCLEAN OY - HOUSEHOLD CARE - FINLAND

STRATEGIC DIRECTION

KEY FACTS

Summary 9 KiiltoClean Oy: Key Facts

Summary 10 KiiltoClean Oy: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 11 KiiltoClean Oy: Competitive Position 2008

LIFEHAIR OY - HOUSEHOLD CARE - FINLAND

STRATEGIC DIRECTION

KEY FACTS

Summary 12 Lifehair Oy: Key Facts

Summary 13 Lifehair Oy: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 14 Lifehair Oy: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 15 Lifehair Oy: Competitive Position 2008

SUOMEN BIOTEEKKI OY - HOUSEHOLD CARE - FINLAND

STRATEGIC DIRECTION

KEY FACTS

Summary 16 Suomen Bioteekki Oy: Key Facts

Summary 17 Suomen Bioteekki Oy: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 18 Suomen Bioteekki Oy: Competitive Position 2008

LAUNDRY CARE IN FINLAND

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR INDICATORS

Table 11 Household Penetration of Washing Machines 2003-2008

SECTOR DATA

Table 12 Sales of Laundry Care by Subsector: Value 2003-2008

Table 13 Sales of Laundry Care by Subsector: % Value Growth 2003-2008

Table 14 Sales of Laundry Detergents by Type: Value 2003-2008

Table 15 Sales of Laundry Detergents by Type: % Value Growth 2003-2008

Table 16 Sales of Laundry Aids by Type: Value 2003-2008

Table 17 Sales of Laundry Aids by Type: % Value Growth 2003-2008

Table 18 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2008

Table 19 Laundry Care Company Shares 2004-2008

Table 20 Laundry Care Brand Shares 2005-2008

Table 21 Laundry Detergents Company Shares 2004-2008

Table 22 Laundry Detergents Brand Shares 2005-2008

Table 23 Laundry Aids Company Shares 2004-2008

Table 24 Laundry Aids Brand Shares 2005-2008

Table 25 Forecast Sales of Laundry Care by Subsector: Value 2008-2013

Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2008-2013

DISHWASHING PRODUCTS IN FINLAND

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR INDICATORS

Table 27 Household Penetration of Dishwashers 2003-2008

SECTOR DATA

Table 28 Sales of Dishwashing Products by Subsector: Value 2003-2008

Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2003-2008

Table 30 Dishwashing Products Company Shares 2004-2008

Table 31 Dishwashing Products Brand Shares 2005-2008

Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2008-2013

Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2008-2013

SURFACE CARE IN FINLAND

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 34 Sales of Surface Care by Subsector: Value 2003-2008

Table 35 Sales of Surface Care by Subsector: % Value Growth 2003-2008

Table 36 Sales of Household Care Wipes and Floor Cleaning Systems by Type: Value 2003-2008

Table 37 Sales of Household Care Wipes and Floor Cleaning Systems by Type: % Value Growth 2003-2008

Table 38 Surface Care Company Shares 2004-2008

Table 39 Surface Care Brand Shares 2005-2008

Table 40 Household Care Wipes and Floor Cleaning Systems Company Shares 2004-2008

Table 41 Household Care Wipes and Floor Cleaning Systems Brand Shares 2005-2008

Table 42 Forecast Sales of Surface Care by Subsector: Value 2008-2013

Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2008-2013

CHLORINE BLEACH IN FINLAND

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 44 Chlorine Bleach by type: % value analysis 2005-2008

Table 45 Sales of Chlorine Bleach: Value 2003-2008

Table 46 Sales of Chlorine Bleach: % Value Growth 2003-2008

Table 47 Chlorine Bleach Company Shares 2004-2008

Table 48 Chlorine Bleach Brand Shares 2005-2008

Table 49 Forecast Sales of Chlorine Bleach: Value 2008-2013

Table 50 Forecast Sales of Chlorine Bleach: % Value Growth 2008-2013

TOILET CARE PRODUCTS IN FINLAND

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 51 Sales of Toilet Care Products by Subsector: Value 2003-2008

Table 52 Sales of Toilet Care Products by Subsector: % Value Growth 2003-2008

Table 53 Toilet Care Products Company Shares 2004-2008

Table 54 Toilet Care Products Brand Shares 2005-2008

Table 55 Forecast Sales of Toilet Care Products by Subsector: Value 2008-2013

Table 56 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2008-2013

POLISHES IN FINLAND

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 57 Sales of Polishes by Subsector: Value 2003-2008

Table 58 Sales of Polishes by Subsector: % Value Growth 2003-2008

Table 59 Polishes Company Shares 2004-2008

Table 60 Polishes Brand Shares 2005-2008

Table 61 Forecast Sales of Polishes by Subsector: Value 2008-2013

Table 62 Forecast Sales of Polishes by Subsector: % Value Growth 2008-2013

AIR CARE IN FINLAND

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 63 Sales of Air Care by Subsector: Value 2003-2008

Table 64 Sales of Air Care by Subsector: % Value Growth 2003-2008

Table 65 Air Care Fragrances Rankings by Value 2006-2008

Table 66 Air Care Company Shares 2004-2008

Table 67 Air Care Brand Shares 2005-2008

Table 68 Forecast Sales of Air Care by Subsector: Value 2008-2013

Table 69 Forecast Sales of Air Care by Subsector: % Value Growth 2008-2013

INSECTICIDES IN FINLAND

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 70 Sales of Insecticides by Subsector: Value 2003-2008

Table 71 Sales of Insecticides by Subsector: % Value Growth 2003-2008

Table 72 Spray Insecticides by Type: % Value Breakdown 2006-2008

Table 73 Insecticides Company Shares 2004-2008

Table 74 Insecticides Brand Shares 2005-2008

Table 75 Forecast Sales of Insecticides by Subsector: Value 2008-2013

Table 76 Forecast Sales of Insecticides by Subsector: % Value Growth 2008-2013

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