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: 90 | Publication date: Jul 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
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
EXECUTIVE SUMMARY
Slow growth due to limited opportunity and maturing sales
Efficiency demanded in household care products
Multinationals lead, but private label makes gains
Supermarkets/hypermarkets channel attracts Finnish shoppers
Unit prices expected to drop throughout forecast period
KEY TRENDS AND DEVELOPMENTS
Growing economy
Changes in working environment leads to increasing insecurity
Widening income discrepancies will affect sales
Private label growth
New laws on domestic employment taxation
MARKET INDICATORS
Table 1 Households 2001-2006
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2001-2006
Table 3 Sales of Household Care by Sector: % Value Growth 2001-2006
Table 4 Household Care Company Shares 2002-2006
Table 5 Household Care Brand Shares 2003-2006
Table 6 Penetration of Private Label by Sector 2002-2006
Table 7 Sales of Household Care by Distribution Format: % Analysis 2001/2006
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2006
Table 9 Forecast Sales of Household Care by Sector: Value 2006-2011
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - FINLAND
CEDERROTH OY - HOUSEHOLD CARE - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Cederroth Oy: Key Facts
Summary 2 Cederroth Oy: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Cederroth Oy: Competitive Position 2006
KIILTOCLEAN OY - HOUSEHOLD CARE - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 4 KiiltoClean Oy Key Facts
Summary 5 KiiltoClean Oy: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 6 KiiltoClean Oy: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 7 KiiltoClean Oy: Competitive Position 2006
LIFEHAIR OY - HOUSEHOLD CARE - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Lifehair Oy: Key Facts
Summary 9 Lifehair Oy: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 10 Lifehair Oy: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 11 Lifehair Oy: Competitive Position 2006
SUOMEN BIOTEEKKI OY - HOUSEHOLD CARE - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Suomen Bioteekki Oy: Key Facts
Summary 13 Suomen Bioteekki Oy: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
WARIO TRADING OY - HOUSEHOLD CARE - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Wario Trading Oy: Key Facts
Summary 15 Wario Trading Oy: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
LAUNDRY CARE IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2001-2006
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2001-2006
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2001-2006
Table 14 Sales of Laundry Detergents by Type: Value 2001-2006
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2001-2006
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2006
Table 17 Sales of Laundry Aids by Type: Value 2001-2006
Table 18 Sales of Laundry Aids by Type: % Value Growth 2001-2006
Table 19 Laundry Care Company Shares 2002-2006
Table 20 Laundry Care Brand Shares 2003-2006
Table 21 Laundry Detergents Company Shares 2002-2006
Table 22 Laundry Detergents Brand Shares 2003-2006
Table 23 Laundry Aids Company Shares 2002-2006
Table 24 Laundry Aids Brand Shares 2003-2006
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2006-2011
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2006-2011
DISHWASHING PRODUCTS IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2001-2006
Table 28 Sales of Dishwashing Products by Subsector: Value 2001-2006
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2001-2006
Table 30 Dishwashing Products Company Shares 2002-2006
Table 31 Dishwashing Products Brand Shares 2003-2006
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2006-2011
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2006-2011
SURFACE CARE IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2001-2006
Table 35 Sales of Surface Care by Subsector: % Value Growth 2001-2006
Table 36 Sales of Wipes by Type: Value 2001-2006
Table 37 Sales of Wipes by Type: % Value Growth 2001-2006
Table 38 Surface Care Company Shares 2002-2006
Table 39 Surface Care Brand Shares 2003-2006
Table 40 Wipes Company Shares 2002-2006
Table 41 Wipes Brand Shares 2003-2006
Table 42 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Chlorine Bleach: Value 2001-2006
Table 45 Sales of Chlorine Bleach: % Value Growth 2001-2006
Table 46 Chlorine Bleach by Type: % Value Analysis 2005-2006
Table 47 Chlorine Bleach Company Shares 2002-2006
Table 48 Chlorine Bleach Brand Shares 2003-2006
Table 49 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 50 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 52 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 53 Toilet Care Products Company Shares 2002-2006
Table 54 Toilet Care Products Brand Shares 2003-2006
Table 55 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 56 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Sales of Polishes by Subsector: Value 2001-2006
Table 58 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 59 Polishes Company Shares 2002-2006
Table 60 Polishes Brand Shares 2003-2006
Table 61 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 62 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Sales of Air Care by Subsector: Value 2001-2006
Table 64 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 65 Leading Air Care Fragrances 2006
Table 66 Air Care Company Shares 2002-2006
Table 67 Air Care Brand Shares 2003-2006
Table 68 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 69 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 70 Sales of Insecticides by Subsector: Value 2001-2006
Table 71 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 72 Insecticides Company Shares 2002-2006
Table 73 Insecticides Brand Shares 2003-2006
Table 74 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 75 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011