Beauty and Personal Care in Finland

Beauty and Personal Care in Finland

EXECUTIVE SUMMARY

Boundary between premium and mass categories becomes blurred in beauty and personal care

After a poor performance during the review period, beauty and personal care rebounds in 2017

Intense competition continues to have an impact on unit prices

Natural features are penetrating the mass category

Growth expected in the forecast period, but value will be undermined by intense competition

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2012-2017
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2014-2017
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2012-2017
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2012-2017
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Finland

HEADLINES

PROSPECTS

Selection of baby and child-specific products limited; new entries expected

Natural products suitable for baby and child-specific products, especially skin care

Marketing and promotion a key if volumes are to be lifted

COMPETITIVE LANDSCAPE

Leading brands have stagnant sales as portfolios remain unchanged

Pharma brands are strongest in baby and child-specific sun care

Small brands are emerging as an alternative

CATEGORY DATA

Table 11 Sales of Baby and Child-specific Products by Category: Value 2012-2017
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2012-2017
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2012-2017
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2013-2017
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2014-2017
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2014-2017
Table 17 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2014-2017
Table 18 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2014-2017
Table 19 Forecast Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 20 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 21 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022

Colour Cosmetics in Finland

HEADLINES

PROSPECTS

Value of colour cosmetics will grow faster than volume in the forecast period

Facial make-up is expected to achieve the best growth

Traditional premium brands will be challenged by affordable premium products and mass brands with upper price bands

COMPETITIVE LANDSCAPE

L’Oréal Finland’s lead strengthened with the launch of NYX

The second-ranking local Lumene relaunched its colour cosmetics portfolio in 2016-2017

Private label is underdeveloped in colour cosmetics, but likely to improve its position

CATEGORY DATA

Table 22 Sales of Colour Cosmetics by Category: Value 2012-2017
Table 23 Sales of Colour Cosmetics by Category: % Value Growth 2012-2017
Table 24 Sales of Colour Cosmetics by Premium vs Mass: % Value 2012-2017
Table 25 NBO Company Shares of Colour Cosmetics: % Value 2013-2017
Table 26 LBN Brand Shares of Colour Cosmetics: % Value 2014-2017
Table 27 LBN Brand Shares of Eye Make-up: % Value 2014-2017
Table 28 LBN Brand Shares of Facial Make-up: % Value 2014-2017
Table 29 LBN Brand Shares of Lip Products: % Value 2014-2017
Table 30 LBN Brand Shares of Nail Products: % Value 2014-2017
Table 31 LBN Brand Shares of Premium Colour Cosmetics: % Value 2014-2017
Table 32 Forecast Sales of Colour Cosmetics by Category: Value 2017-2022
Table 33 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 34 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2017-2022

Deodorants in Finland

HEADLINES

PROSPECTS

Mature roll-on deodorants will see declining growth rates in the forecast period

Deodorant sticks and creams are still relatively small but have strong growth potential

If well positioned, premium deodorants have opportunities to gain share

COMPETITIVE LANDSCAPE

Multinational Unilever Finland and Beiersdorf account for almost half of sales

Local Herbina brand by Berner gains share during the review period

Private label share shrinking, whilst sales of fragrance extensions and natural brands are expected to grow

CATEGORY DATA

Table 35 Sales of Deodorants by Category: Value 2012-2017
Table 36 Sales of Deodorants by Category: % Value Growth 2012-2017
Table 37 Sales of Deodorants by Premium vs Mass: % Value 2012-2017
Table 38 NBO Company Shares of Deodorants: % Value 2013-2017
Table 39 LBN Brand Shares of Deodorants: % Value 2014-2017
Table 40 LBN Brand Shares of Premium Deodorants: % Value 2014-2017
Table 41 Forecast Sales of Deodorants by Category: Value 2017-2022
Table 42 Forecast Sales of Deodorants by Category: % Value Growth 2017-2022
Table 43 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2017-2022

Depilatories in Finland

HEADLINES

PROSPECTS

Women’s razors and blades is highly sensitive to economic swings – improving economy will have a positive impact during the forecast period

Hair removers/bleaches has the highest growth potential

Sales of disposable razors and blades will continue declining

COMPETITIVE LANDSCAPE

Procter & Gamble Finland maintains its lead, but with a slightly smaller margin

Reckitt Benckiser Nordic increases its share thanks to above-average growth of hair removers/bleaches

Private label has a substantial share – selection includes economy and more advanced products

CATEGORY DATA

Table 44 Sales of Depilatories by Category: Value 2012-2017
Table 45 Sales of Depilatories by Category: % Value Growth 2012-2017
Table 46 Sales of Women's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 47 NBO Company Shares of Depilatories: % Value 2013-2017
Table 48 LBN Brand Shares of Depilatories: % Value 2014-2017
Table 49 Forecast Sales of Depilatories by Category: Value 2017-2022
Table 50 Forecast Sales of Depilatories by Category: % Value Growth 2017-2022

Fragrances in Finland

HEADLINES

PROSPECTS

Rebounding of fragrances will continue in the forecast period

Mass fragrances will achieve slightly higher growth rates than premium

In premium, line extensions of the best-selling fragrances will help to boost sales

COMPETITIVE LANDSCAPE

L’Oréal Finland’s ranking improves thanks to extended portfolio

Nordic Cosmetics maintains its strong position on the back of Coty’s Hugo Boss brand

Paco Rabanne - Groupe Puig’s position strengthened with strong promotion and brand acquisitions

CATEGORY DATA

Table 51 Sales of Fragrances by Category: Value 2012-2017
Table 52 Sales of Fragrances by Category: % Value Growth 2012-2017
Table 53 NBO Company Shares of Fragrances: % Value 2013-2017
Table 54 LBN Brand Shares of Fragrances: % Value 2014-2017
Table 55 LBN Brand Shares of Premium Men's Fragrances: % Value 2014-2017
Table 56 LBN Brand Shares of Premium Women's Fragrances: % Value 2014-2017
Table 57 Forecast Sales of Fragrances by Category: Value 2017-2022
Table 58 Forecast Sales of Fragrances by Category: % Value Growth 2017-2022

Hair Care in Finland

HEADLINES

PROSPECTS

Intensified competition and maturity of hair care will limit growth in the future

Salon professional hair care will be sold outside salons increasingly

New hair dying trends will have a positive impact on colourant sales

COMPETITIVE LANDSCAPE

Successful launches boost L’Oréal Finland’s share in hair care

Natural brands still account for a small share of sales but are bound to gain

Some local brands have strengthened their rankings thanks to well-positioned products

CATEGORY DATA

Table 59 Sales of Hair Care by Category: Value 2012-2017
Table 60 Sales of Hair Care by Category: % Value Growth 2012-2017
Table 61 Sales of Hair Care by Premium vs Mass: % Value 2012-2017
Table 62 NBO Company Shares of Hair Care: % Value 2013-2017
Table 63 NBO Company Shares of Salon Professional Hair Care: % Value 2013-2017
Table 64 LBN Brand Shares of Hair Care: % Value 2014-2017
Table 65 LBN Brand Shares of Colourants: % Value 2014-2017
Table 66 LBN Brand Shares of Salon Professional Hair Care: % Value 2014-2017
Table 67 LBN Brand Shares of Styling Agents: % Value 2014-2017
Table 68 LBN Brand Shares of Premium Hair Care: % Value 2014-2017
Table 69 Forecast Sales of Hair Care by Category: Value 2017-2022
Table 70 Forecast Sales of Hair Care by Category: % Value Growth 2017-2022
Table 71 Forecast Sales of Hair Care by Premium vs Mass: % Value 2017-2022

Mass Beauty and Personal Care in Finland

HEADLINES

PROSPECTS

Mass beauty and personal care will benefit from a higher number of added-value products

Natural and pharma brands will gain share in mass beauty and personal care

The number of mass products positioned as professional or with celebrity endorsement is swelling

COMPETITIVE LANDSCAPE

L’Oréal Finland leads mass beauty and personal care, and with an increased margin

Whilst undergoing a portfolio overhaul, Lumene has managed to maintain its share

Better economy negatively affects private label, but new channels may help to re-boost

CATEGORY DATA

Table 72 Sales of Mass Beauty and Personal Care by Category: Value 2012-2017
Table 73 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 74 NBO Company Shares of Mass Beauty and Personal Care: % Value 2013-2017
Table 75 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2014-2017
Table 76 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 77 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022

Men's Grooming in Finland

HEADLINES

PROSPECTS

Mass products will continue to dominate men’s grooming

Men’s skin care and deodorants will offer some opportunities to premium brands

Private label penetration could increase if suitable products are launched in the forecast period

COMPETITIVE LANDSCAPE

Procter & Gamble Finland’s stable lead position consolidated by its Gillette brand

Unilever Finland strengthens its share in men’s grooming

Local Lumene rebranded its men’s grooming portfolio

CATEGORY DATA

Table 78 Sales of Men’s Grooming by Category: Value 2012-2017
Table 79 Sales of Men’s Grooming by Category: % Value Growth 2012-2017
Table 80 Sales of Men's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 81 Sales of Men's Skin Care by Type: % Value Breakdown 2014-2017
Table 82 NBO Company Shares of Men’s Grooming: % Value 2013-2017
Table 83 LBN Brand Shares of Men’s Grooming: % Value 2014-2017
Table 84 LBN Brand Shares of Men's Razors and Blades: % Value 2014-2017
Table 85 Forecast Sales of Men’s Grooming by Category: Value 2017-2022
Table 86 Forecast Sales of Men’s Grooming by Category: % Value Growth 2017-2022

Oral Care in Finland

HEADLINES

PROSPECTS

Maturing oral care will need innovative product launches to remain positive

Tooth whiteners have a low level of sales and plenty of room to grow

Product innovation to lift unit prices important in the future

COMPETITIVE LANDSCAPE

Large multinational companies dominate oral care sales

Berner, the only substantial local company, maintains good standing

Pharma and natural brands have still a low share in oral care

CATEGORY DATA

Table 87 Sales of Oral Care by Category: Value 2012-2017
Table 88 Sales of Oral Care by Category: % Value Growth 2012-2017
Table 89 Sales of Toothbrushes by Category: Value 2012-2017
Table 90 Sales of Toothbrushes by Category: % Value Growth 2012-2017
Table 91 Sales of Toothpaste by Type: % Value Breakdown 2013-2017
Table 92 NBO Company Shares of Oral Care: % Value 2013-2017
Table 93 LBN Brand Shares of Oral Care: % Value 2014-2017
Table 94 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2014-2017
Table 95 LBN Brand Shares of Toothpaste: % Value 2014-2017
Table 96 Forecast Sales of Oral Care by Category: Value 2017-2022
Table 97 Forecast Sales of Oral Care by Category: % Value Growth 2017-2022
Table 98 Forecast Sales of Toothbrushes by Category: Value 2017-2022
Table 99 Forecast Sales of Toothbrushes by Category: % Value Growth 2017-2022

Premium Beauty and Personal Care in Finland

HEADLINES

PROSPECTS

Recovery from downturn’s effects on premium beauty and personal care will take time

Online channel will continue to add more variety of brands in premium beauty and personal care

Natural and pharma cosmetic brands will emerge stronger

COMPETITIVE LANDSCAPE

L’Oréal Finland’s maintains solid share within fragmented premium beauty and personal care

Estée Lauder’s share swells thanks to successful Clinique launches

Several traditional premium brands lose sales to brands focusing on younger consumer segments and innovation

CATEGORY DATA

Table 100 Sales of Premium Beauty and Personal Care by Category: Value 2012-2017
Table 101 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 102 NBO Company Shares of Premium Beauty and Personal Care: % Value 2013-2017
Table 103 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2014-2017
Table 104 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 105 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022

Skin Care in Finland

HEADLINES

PROSPECTS

Skin care is set to continue its recovery in the forecast period

Anti-ageing and firming/anti-cellulite body care will achieve healthy growth rates

K-Beauty trend emerges – facial masks are the first area Finns have embraced

COMPETITIVE LANDSCAPE

L’Oréal Finland’s leading position is consolidated by an extensive selection of mass and premium brands

Local Lumene strong – success of brand overhaul in 2016-2017 will be evaluated in the forecast period

Changes in Beiersdorf’s portfolio are substantial

CATEGORY DATA

Table 106 Sales of Skin Care by Category: Value 2012-2017
Table 107 Sales of Skin Care by Category: % Value Growth 2012-2017
Table 108 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 109 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 110 Sales of Facial Moisturisers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 111 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 112 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 113 NBO Company Shares of Skin Care: % Value 2013-2017
Table 114 LBN Brand Shares of Skin Care: % Value 2014-2017
Table 115 LBN Brand Shares of Facial Moisturisers: % Value 2014-2017
Table 116 LBN Brand Shares of Anti-agers: % Value 2014-2017
Table 117 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2014-2017
Table 118 LBN Brand Shares of General Purpose Body Care: % Value 2014-2017
Table 119 LBN Brand Shares of Premium Skin Care: % Value 2014-2017
Table 120 Forecast Sales of Skin Care by Category: Value 2017-2022
Table 121 Forecast Sales of Skin Care by Category: % Value Growth 2017-2022

Sun Care in Finland

HEADLINES

PROSPECTS

Consumer awareness of need for sun protection will further boost growth rates in the forecast period

Value will grow faster than volume – thanks to more advanced products on offer

Chemists/pharmacies will strengthen their position in sun care

COMPETITIVE LANDSCAPE

L’Oréal Finland leads sun care, and with a greater margin than at the beginning of the review period

Beiersdorf’s share affected by discontinuation of Eucerin brand in Finland

Demand for easy-to-use, higher-quality products negatively impacts private label

CATEGORY DATA

Table 122 Sales of Sun Care by Category: Value 2012-2017
Table 123 Sales of Sun Care by Category: % Value Growth 2012-2017
Table 124 Sales of Sun Care by Premium vs Mass: % Value 2012-2017
Table 125 NBO Company Shares of Sun Care: % Value 2013-2017
Table 126 LBN Brand Shares of Sun Care: % Value 2014-2017
Table 127 LBN Brand Shares of Premium Adult Sun Care: % Value 2014-2017
Table 128 Forecast Sales of Sun Care by Category: Value 2017-2022
Table 129 Forecast Sales of Sun Care by Category: % Value Growth 2017-2022
Table 130 Forecast Sales of Sun Care by Premium vs Mass: % Value 2017-2022

Bath and Shower in Finland

HEADLINES

PROSPECTS

Maturity will limit growth of bath and shower products

Intimate hygiene will see best growth rates as sales are still at a low level

Scrubs, exfoliation, moisturising and new ingredients key to maintaining/increasing value

COMPETITIVE LANDSCAPE

Colgate-Palmolive leads with a stable share

Unilever Finland’s share improves thanks to several high-impact launches

Private label share substantial, and set to grow as non-grocery retailers develop portfolios

CATEGORY DATA

Table 131 Sales of Bath and Shower by Category: Value 2012-2017
Table 132 Sales of Bath and Shower by Category: % Value Growth 2012-2017
Table 133 Sales of Bath and Shower by Premium vs Mass: % Value 2012-2017
Table 134 NBO Company Shares of Bath and Shower: % Value 2013-2017
Table 135 LBN Brand Shares of Bath and Shower: % Value 2014-2017
Table 136 LBN Brand Shares of Premium Bath and Shower: % Value 2014-2017
Table 137 Forecast Sales of Bath and Shower by Category: Value 2017-2022
Table 138 Forecast Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 139 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022

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