Finland

Market research on consumer products, commercial industries, demographics trends and consumer lifestyles in Finland.

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    Cat Food in Finland

    May 2018

    In terms of pet population, cats are and will remain the most popular pets in Finland in the forecast period. In between one fifth and one quarter of all Finnish households own a cat. According to research by Taloustutkimus in late 2017, however, ...

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    Dog Food in Finland

    May 2018

    The popularity of dogs and sales of dog food proved to be relatively immune to developments in the Finnish economy. Despite a so-called lost decade, in 2017 value sales of dog food in the country were almost double that before the crisis. In the ...

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    Other Pet Food in Finland

    May 2018

    In 2017, fish remained the most popular pets in Finland after cats and dogs, which will not change in the forecast period. Around one in 100 Finnish inhabitants is estimated to own an aquarium, with more than one fish inside. The number of fish is ...

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    Pet Care in Finland

    May 2018

    Since the start of the financial crisis a decade ago, Finland experienced a lost decade in economic terms, often seemingly with no end in sight. Consequently, many consumers had to adjust to tighten their budgets for a prolonged period. This would ...

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    Pet Products in Finland

    May 2018

    The long-term development in Finnish pet care saw pet products reach a higher value share of total pet care sales. While the change seems marginal – in 2017, the share of pet products within total pet care value sales was just two percentage points ...

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    Finland: Country Profile

    May 2018

    Finland’s economy will moderate somewhat in 2018. Investment is rising thanks to the launch of major industrial projects (in energy, forestry and metals) and exports will see another year of strong growth. Private consumption will be subdued and ...

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    Baby and Child-Specific Products in Finland

    May 2018

    Sales of baby and child-specific products concentrated on the few leading brands during the review period. There was little engagement in this area until the end of the review period. With a better economic outlook, smaller alternative brands started...

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    Bath and Shower in Finland

    May 2018

    Bath and shower is a mature area within beauty and personal care and intense competition further limits the growth potential in the forecast period. Although key competitors frequently offer small innovations and incremental changes in their ...

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    Colour Cosmetics in Finland

    May 2018

    Healthy growth in colour cosmetics in Finland in 2017 was due to various reasons. Firstly, several areas such as “other” eye make-up and foundations/concealers saw prominent innovative launches. These helped to lift volume as well as average unit ...

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    Deodorants in Finland

    May 2018

    Finns have traditionally opted for roll-on deodorants and their selection has been better than for other deodorant types. Although other areas of deodorants have become more attractive to consumers, roll-ons still accounted for well above half of the...

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    Depilatories in Finland

    May 2018

    Women’s razors and blades is an area where economic swings are strongly reflected in value growth rates. During downturns consumers tend to easily downgrade from branded products to private label, for example. This type of development took place ...

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    Fragrances in Finland

    May 2018

    Fragrances was one of the areas that was the most affected by the economic downturn in the review period. The recovery was already underway in 2016, and continued in 2017. However, it is expected to take until 2020 to exceed the sales level that they...

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    Hair Care in Finland

    May 2018

    Unlike in most European markets, hair care sees the highest spend within beauty and personal care in Finland. As such, new competitors entered in high numbers during the review period. This, coupled with poor economic conditions, led to a fall in ...

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    Mass Beauty and Personal Care in Finland

    May 2018

    Although mass beauty and personal care was stagnant or declining in 2013-2016 because of the economic downturn, sales rebounded in 2017 to exceed the level they were at prior to the downturn. This relatively fast return to growth was mainly due to ...

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    Men's Grooming in Finland

    May 2018

    Men’s grooming categories are in different stages of maturity. Men’s shaving is very mature, whilst other areas such as skin care are still immature. In the last two years of the review period there were substantial launches in men’s mass ranges. ...

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    Oral Care in Finland

    May 2018

    Apart from a few emerging areas such as tooth whitening, oral care has reached maturity. Volumes for products such as manual toothbrushes and toothpaste are not expected to grow. However, consumers are willing to spend more on these products. Oral ...

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    Beauty and Personal Care in Finland

    May 2018

    Whilst at the beginning of the review period features of mass and premium products were distinct, in 2017 more mass brands had premium characteristics and more premium brands were positioned at the more affordable end of the price spectrum. New types...

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    Premium Beauty and Personal Care in Finland

    May 2018

    Premium beauty and personal care sales were hard hit by the economic downturn taking place in Finland during the review period. The recovery is expected to be much slower than that of the mass category: 2020 is the first year that sales are expected ...

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    Skin Care in Finland

    May 2018

    Skin care was hit hard by economic downturn, and the decline in sales continued until 2016. However, 2017 saw healthy value growth, and positive rates are expected to continue in the forecast period. Although skin care is mostly a mature area and ...

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    Sun Care in Finland

    May 2018

    Although 2017 was a rainy year, sales of sun care increased in volume and even more so in value. This positive development was mainly connected to increased awareness of problems with UV radiation. Older consumers were more aware of the ageing impact...

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