Household Care in 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: 91 | Publication date: Feb 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
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Slow growth due to limited opportunity and maturing sales
Household care in Finland experienced modest value sales increase in 2006. The growth rate was in line with the review period’s slowly declining sales growth. The low growth figures are mainly due to the market being very mature. The largest and most mature areas, such as laundry care, saw stagnating sales, whilst some smaller product groups with novelty value like wipes and air care, saw rapidly rising sales. The average unit prices of household care products declined slightly in 2006 due to increasing competition and pressure from private label products.
Efficiency demanded in household care products
Consumers’ lifestyles are becoming more hectic as the demands of the workplace increase. People no longer have the time or the willingness to spend on household cleaning and care, but still want to maintain a high level of hygiene. Therefore the demand for efficient products is increasing. Marketers promise to “explode dirt away” or provide “spray and wipe” efficiency even for the hardest stains. Consumers are interested in these products and prefer efficiency to ecological values. Also, cleaning wipes appeal to the convenience-seeking Finns.
Multinationals lead, but private label makes gains
The market leaders in Finnish household care are local subsidiaries of big multinational operators, including Suomen Unilever Oy, Henkel Finland Oy and Procter & Gamble Finland Oy. Big multinational companies have large budgets and organisations for product development and advertising, while Finnish companies seldom have the means to compete against these and consequently have smaller market shares. The leader among Finnish household care companies is cleaning products manufacturer, Kiilto Oy. Retailers are active in developing and marketing private label products. The upgraded images and widening product ranges of private label lines resulted in a rise in their value share.
Supermarkets/hypermarkets channel attracts Finnish shoppers
Supermarkets/hypermarkets was the channel preferred by Finns for buying household care products in 2006. Grocery retailing is increasingly characterised by a trend towards larger outlets, and supermarkets/hypermarkets is taking share from smaller shops. In household care, the supermarkets/hypermarkets channel offers a wide range of leading brands and private label products. Grocery retailing experienced major changes in 2006 as the leading retailer, S-group, acquired the Finnish Spar chain, and Tradeka purchased Wihuri Oy’s supermarket chain, Sesto. This consolidation reinforced the positions of the remaining chains. The strengthening of these retailing brands also had a positive effect on their private label product lines.
Unit prices expected to drop throughout forecast period
Very slow growth is predicted for household care products in Finland over the forecast period. The mature product areas have little growth potential and even the more dynamic areas will become more mature towards the end of the forecast period. Increasing competition and pressure from private label products will continue drawing down unit prices.
Table of contents
HOUSEHOLD CARE IN FINLAND : MARKET INSIGHT
Modest growth due to maturity
Continued shift to more effective formats
Multinational companies lead
New distribution channels emerge but grocery retailers dominate
Slow growth expected
Economic growth begins to slow down
Demographic changes ahead
Domestic companies struggle to gain a significant presence
Environmental issues less significant than consumers like to think
Distribution widens as new channels emerge
Table 1 Households 2002-2007
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Penetration of Private Label by Sector 2003-2007
Table 7 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 9 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - FINLAND
CEDERROTH OY - HOUSEHOLD CARE - FINLAND
Summary 2 Cederroth Oy: Key Facts
Summary 3 Cederroth Oy: Operational Indicators
Summary 4 Cederroth Oy: Competitive Position 2007
FARMOS OY - HOUSEHOLD CARE - FINLAND
Summary 5 Farmos Oy: Key Facts
Summary 6 Farmos Oy: Operational Indicators
Summary 7 Farmos Oy: Competitive Position 2007
KIILTO OY - HOUSEHOLD CARE - FINLAND
Summary 8 Kiilto Oy Key Facts
Summary 9 Kiilto Oy: Operational Indicators
Summary 10 Kiilto Oy: Production Statistics 2007
Summary 11 Kiilto Oy: Competitive Position 2007
LIFEHAIR OY - HOUSEHOLD CARE - FINLAND
Summary 12 Lifehair Oy: Key Facts
Summary 13 Lifehair Oy: Operational Indicators
Summary 14 Lifehair Oy: Competitive Position 2007
SUOMEN BIOTEEKKI OY - HOUSEHOLD CARE - FINLAND
Summary 15 Suomen Bioteekki Oy: Key Facts
Summary 16 Suomen Bioteekki Oy: Operational Indicators
LAUNDRY CARE IN FINLAND
Table 11 Household Penetration of Washing Machines 2002-2007
Table 12 Sales of Laundry Care by Subsector: Value 2002-2007
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 14 Sales of Laundry Detergents by Type: Value 2002-2007
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2007
Table 17 Sales of Laundry Aids by Type: Value 2002-2007
Table 18 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 19 Laundry Care Company Shares 2003-2007
Table 20 Laundry Care Brand Shares 2004-2007
Table 21 Laundry Detergents Company Shares 2003-2007
Table 22 Laundry Detergents Brand Shares 2004-2007
Table 23 Laundry Aids Company Shares 2003-2007
Table 24 Laundry Aids Brand Shares 2004-2007
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS IN FINLAND
Table 27 Household Penetration of Dishwashers 2002-2007
Table 28 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 30 Dishwashing Products Company Shares 2003-2007
Table 31 Dishwashing Products Brand Shares 2004-2007
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN FINLAND
Table 34 Sales of Surface Care by Subsector: Value 2002-2007
Table 35 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 36 Sales of Wipes by Type: Value 2002-2007
Table 37 Sales of Wipes by Type: % Value Growth 2002-2007
Table 38 Surface Care Company Shares 2003-2007
Table 39 Surface Care Brand Shares 2004-2007
Table 40 Wipes Company Shares 2003-2007
Table 41 Wipes Brand Shares 2004-2007
Table 42 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN FINLAND
Table 44 Sales of Chlorine Bleach: Value 2002-2007
Table 45 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 46 Chlorine Bleach Company Shares 2003-2007
Table 47 Chlorine Bleach Brand Shares 2004-2007
Table 48 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 49 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN FINLAND
Table 50 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 51 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 52 Toilet Care Products Company Shares 2003-2007
Table 53 Toilet Care Products Brand Shares 2004-2007
Table 54 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 55 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN FINLAND
Table 56 Sales of Polishes by Subsector: Value 2002-2007
Table 57 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 58 Polishes Company Shares 2003-2007
Table 59 Polishes Brand Shares 2004-2007
Table 60 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 61 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN FINLAND
Table 62 Sales of Air Care by Subsector: Value 2002-2007
Table 63 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 64 Air Care Fragrances Rankings by Value 2006-2007
Table 65 Air Care Company Shares 2003-2007
Table 66 Air Care Brand Shares 2004-2007
Table 67 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 68 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN FINLAND
Table 69 Sales of Insecticides by Subsector: Value 2002-2007
Table 70 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 71 Spray Insecticides by Type: % Value Breakdown 2006-2007
Table 72 Insecticides Company Shares 2003-2007
Table 73 Insecticides Brand Shares 2004-2007
Table 74 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 75 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012