Executive Summary

Jun 2019
Beauty and personal care benefits from improving economy

Finland’s economy continued on its path to recovery in 2018 having struggled earlier in the review period and this provided a boost to beauty and personal care. Consumers showed a greater willingness to invest in higher quality and premium products, as well as expanding their horizons beyond daily essentials.

Finnish consumers taking a more holistic approach to beauty and personal care

One of the major trends within beauty and personal care in Finland in 2018 was the trend towards products with natural ingredients, as well as those which are eco-friendly and vegan/cruelty-free. These products were among the top performers with a raft of new entrants towards the end of the review period offering these features.

L’Oréal retains lead but faces growing competition

L'Oréal Finland Oy retained a strong lead in beauty and personal care in Finland in 2018 thanks to its large portfolio of products. The company has a particularly strong presence in the key categories of colour cosmetics, skin care and hair care, with it constantly launching new products and new brands to help retain the interest of consumers.

Companies focusing on natural products

A key focus of new product development at the end of the review period were products featuring natural ingredients. For example, L’Oréal introduced its L’Oréal Botanicals range of mass hair care which utilises natural extracts including coriander, camelina, safflower oil and geranium.

Recovering economy points to bright future for beauty and personal care in Finland

Beauty and personal care in Finland is projected to continue recording steady growth in current value terms over the forecast period. With the country’s economy on the path to recovery following a long period of stagnation, it is expected that consumer confidence will return and disposable income will rise, thus supporting spending on beauty and personal care.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beauty and Personal Care industry in Finland with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Beauty and Personal Care industry in Finland, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Finland for free (where applicable):

The Beauty and Personal Care in Finland market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Beauty and Personal Care in Finland?
  • What are the major brands in Finland?
  • How are sales of mass versus premium beauty products evolving?
  • What are the key shifts in retail channel distribution?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Beauty and Personal Care in Finland

EXECUTIVE SUMMARY

Beauty and personal care benefits from improving economy
Finnish consumers taking a more holistic approach to beauty and personal care
L’Oréal retains lead but faces growing competition
Companies focusing on natural products
Recovering economy points to bright future for beauty and personal care in Finland

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Finland

HEADLINES

PROSPECTS

Birth rate hits record low hindering volume sales
Parents show growing interest in natural products
Baby wipes an affordable and multi-purpose option

COMPETITIVE LANDSCAPE

Janssen-Cilag retains lead but continues to lose share
Private label holds strong share
New organic and natural products continue to expand

CATEGORY DATA

Table 11 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2015-2018
Table 17 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2015-2018
Table 18 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 19 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 20 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Bath and Shower in Finland

HEADLINES

PROSPECTS

Bath and shower shows signs of recovery as consumers trade up
Brands look to add value in order to win share
Is bar soap coming back into fashion?

COMPETITIVE LANDSCAPE

Colgate-Palmolive benefits from new product launches
The Body Shop returns to growth
Private label losing share

CATEGORY DATA

Table 21 Sales of Bath and Shower by Category: Value 2013-2018
Table 22 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 23 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 24 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 25 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 26 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
Table 27 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 28 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 29 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Colour Cosmetics in Finland

HEADLINES

PROSPECTS

Facial make-up benefits from trend towards flawless skin
Eye make-up sees consumers trading up
Social media a key growth driver

COMPETITIVE LANDSCAPE

New brands perform well for L'Oréal
Limited editions prove popular
Lumene struggling following portfolio relaunch

CATEGORY DATA

Table 30 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 31 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 32 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 33 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 34 LBN Brand Shares of Eye Make-up: % Value 2015-2018
Table 35 LBN Brand Shares of Facial Make-up: % Value 2015-2018
Table 36 LBN Brand Shares of Lip Products: % Value 2015-2018
Table 37 LBN Brand Shares of Nail Products: % Value 2015-2018
Table 38 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 39 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 40 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023

Deodorants in Finland

HEADLINES

PROSPECTS

Deodorant roll-ons struggles
Premium deodorants on the rise
Consumers drawn towards products with natural ingredients

COMPETITIVE LANDSCAPE

Multinationals dominate deodorants
Local brands losing interest
Private label struggles as economy recovers

CATEGORY DATA

Table 41 Sales of Deodorants by Category: Value 2013-2018
Table 42 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 43 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 44 NBO Company Shares of Deodorants: % Value 2014-2018
Table 45 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 46 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 47 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 48 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 49 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2018-2023

Depilatories in Finland

HEADLINES

PROSPECTS

Depilatories stagnates
Consumers moving away from disposables
New entrants boosts sales of hair removers/bleaches

COMPETITIVE LANDSCAPE

Procter & Gamble invests in new product development to stand out
Veet faces growing competition from Andrea
Private label loses share as economy recovers

CATEGORY DATA

Table 50 Sales of Depilatories by Category: Value 2013-2018
Table 51 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 52 Sales of Women's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 53 NBO Company Shares of Depilatories: % Value 2014-2018
Table 54 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 55 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 56 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Fragrances in Finland

HEADLINES

PROSPECTS

Fragrances continues its slow recovery
Premium unisex fragrances in fashion
New products drive interest in mass fragrances

COMPETITIVE LANDSCAPE

L'Oréal takes over the lead thanks to success of new products
Nordic Cosmetics loses ground
New products attract interest

CATEGORY DATA

Table 57 Sales of Fragrances by Category: Value 2013-2018
Table 58 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 59 NBO Company Shares of Fragrances: % Value 2014-2018
Table 60 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 61 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 62 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 63 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 64 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

Hair Care in Finland

HEADLINES

PROSPECTS

Hair care continues to struggle but improving economy points to better future
Colour a big trend in hair care
Consumers turning to salon professional hair care

COMPETITIVE LANDSCAPE

L'Oréal successfully expands its range to meet with current trends
Natural, eco-friendly and vegan products prove popular
Private label loses share

CATEGORY DATA

Table 65 Sales of Hair Care by Category: Value 2013-2018
Table 66 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 67 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 68 NBO Company Shares of Hair Care: % Value 2014-2018
Table 69 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 70 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 71 LBN Brand Shares of Colourants: % Value 2015-2018
Table 72 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 73 LBN Brand Shares of Styling Agents: % Value 2015-2018
Table 74 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 75 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 76 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 77 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Mass Beauty and Personal Care in Finland

HEADLINES

PROSPECTS

Improving economy provides boost to sales
Consumers take an increasingly holistic approach to beauty and personal care
Professional quality and celebrity endorsed products win favour

COMPETITIVE LANDSCAPE

Local player Lumene retains second place in rankings
L'Oréal sees mixed performance with new brands finding the most success
Private label losing share but offers signs of promise

CATEGORY DATA

Table 78 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 79 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 80 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 81 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 82 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 83 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Oral Care in Finland

HEADLINES

PROSPECTS

Professional quality products helping to drive mature oral care market
Tooth whitening products shine as consumers look for the perfect smile
Internet retailing on the rise in oral care

COMPETITIVE LANDSCAPE

Multinationals maintain strong position with regular new product development
Consumers switch back to leading established brands as economy improves
Natural oral care offers potential for development

CATEGORY DATA

Table 84 Sales of Oral Care by Category: Value 2013-2018
Table 85 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 86 Sales of Toothbrushes by Category: Value 2013-2018
Table 87 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 88 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 89 NBO Company Shares of Oral Care: % Value 2014-2018
Table 90 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 91 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2015-2018
Table 92 LBN Brand Shares of Toothpaste: % Value 2015-2018
Table 93 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 94 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 95 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 96 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Premium Beauty and Personal Care in Finland

HEADLINES

PROSPECTS

Recovering economy boosts sales
Natural and organic products encourage consumers to trade up
Internet retailing continues to expand

COMPETITIVE LANDSCAPE

L’Oréal maintains lead
Fudge Professional continues to see strong growth
Local brands perform well with provision of natural, eco-friendly and vegan products

CATEGORY DATA

Table 97 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 98 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 99 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 100 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 101 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 102 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Skin Care in Finland

HEADLINES

PROSPECTS

Premium skin care attracts consumers with visible benefits
K-Beauty gaining attention through social media
Finnish consumers pay growing attention to where their products come from

COMPETITIVE LANDSCAPE

Future of local player Lumene uncertain following renewal of portfolio
Korean brands making a strong entry into skin care
L’Oréal benefits from broad portfolio but faces new competition

CATEGORY DATA

Table 103 Sales of Skin Care by Category: Value 2013-2018
Table 104 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 105 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 106 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 107 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 108 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 109 NBO Company Shares of Skin Care: % Value 2014-2018
Table 110 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 111 LBN Brand Shares of Facial Moisturisers: % Value 2015-2018
Table 112 LBN Brand Shares of Anti-agers: % Value 2015-2018
Table 113 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2015-2018
Table 114 LBN Brand Shares of General Purpose Body Care: % Value 2015-2018
Table 115 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 116 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 117 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

Sun Care in Finland

HEADLINES

PROSPECTS

Hotter summers could drive future growth of sun care
The inclusion of SPF in skin care and make-up limits demand for sun care
Consumers look for value in sun care

COMPETITIVE LANDSCAPE

L’Oréal continues to introduce new products to stay ahead of the competition
Nivea benefits from strong reputation
New players increase the competition

CATEGORY DATA

Table 118 Sales of Sun Care by Category: Value 2013-2018
Table 119 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 120 NBO Company Shares of Sun Care: % Value 2014-2018
Table 121 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 122 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 123 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 124 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023

Men's Grooming in Finland

HEADLINES

PROSPECTS

Men showing growing interest in skin care
Social media helping to change perceptions around men’s grooming
Men go in search of improved shaving experience

COMPETITIVE LANDSCAPE

Gillette the most popular choice when shaving
Lack of added-value products limits growth of private label
Men’s hair care benefits from new product launches

CATEGORY DATA

Table 125 Sales of Men’s Grooming by Category: Value 2013-2018
Table 126 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 127 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 128 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 129 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 130 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 131 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 132 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 133 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023