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: 94 | Publication date: Jun 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
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