Beauty and Personal Care in Finland

Beauty and Personal Care in Finland

EXECUTIVE SUMMARY

Coronavirus impact on beauty and personal care

COVID-19 country impact

Finns focus on skin care in 2019

Manufacturers focus on sustainability, while e-commerce strides on

A modest decline in sight for beauty and personal care

Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2017-2024
Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2016-2024

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2014-2019
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2015-2019
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2015-2019
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2016-2019
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2014-2019
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2014-2019
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2019-2024
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in Finland

HEADLINES

PRE-COVID-19 PERFORMANCE

Higher prices do not necessarily mean better products

Manufacturers emphasise the natural aspects of their products

Players remain active and innovative in mass beauty and personal care

2020 AND BEYOND

COVID-19 impact

Affected products within mass beauty and personal care

Recovery and opportunities

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2014-2019
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2015-2019
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2016-2019
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024

Premium Beauty and Personal Care in Finland

HEADLINES

PRE-COVID-19 PERFORMANCE

Premium beauty and personal care suffers from the uncertain economy and growing competition from mass formats

Players use several strategies to support sales

Players active with new launches in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within premium beauty and personal care

Recovery and opportunities

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2014-2019
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2015-2019
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2016-2019
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024

Baby and Child-Specific Products in Finland

HEADLINES

PRE-COVID-19 PERFORMANCE

Premiumisation supports value growth as birth rates continue to decline in 2019

Natural baby and child-specific products in demand in 2019

Increasing fragmentation eats into the shares of the leading brands in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within baby and child-specific products

Recovery and opportunities

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2014-2019
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2014-2019
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2014-2019
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2015-2019
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2016-2019
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2016-2019
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2016-2019
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2016-2019
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2019-2024
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024

Bath and Shower in Finland

HEADLINES

PRE-COVID-19 PERFORMANCE

Bar soap offers some hope in a mature category in 2019

Players innovate and use seasonal and limited-edition products to drive value growth

Leading players gain share in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within bath and shower

Recovery and opportunities

CATEGORY DATA

Table 34 Sales of Bath and Shower by Category: Value 2014-2019
Table 35 Sales of Bath and Shower by Category: % Value Growth 2014-2019
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2014-2019
Table 37 NBO Company Shares of Bath and Shower: % Value 2015-2019
Table 38 LBN Brand Shares of Bath and Shower: % Value 2016-2019
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2016-2019
Table 40 Forecast Sales of Bath and Shower by Category: Value 2019-2024
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2019-2024
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024

Deodorants in Finland

HEADLINES

PRE-COVID-19 PERFORMANCE

Trend towards natural ingredients in deodorants in 2019

Cream format is increasingly popular in 2019

Manufacturers respond to consumers’ environmental concerns

2020 AND BEYOND

COVID-19 impact

Affected products within deodorants

Recovery and opportunities

CATEGORY DATA

Table 43 Sales of Deodorants by Category: Value 2014-2019
Table 44 Sales of Deodorants by Category: % Value Growth 2014-2019
Table 45 Sales of Deodorants by Premium vs Mass: % Value 2014-2019
Table 46 NBO Company Shares of Deodorants: % Value 2015-2019
Table 47 LBN Brand Shares of Deodorants: % Value 2016-2019
Table 48 LBN Brand Shares of Premium Deodorants: % Value 2016-2019
Table 49 Forecast Sales of Deodorants by Category: Value 2019-2024
Table 50 Forecast Sales of Deodorants by Category: % Value Growth 2019-2024
Table 51 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2019-2024

Depilatories in Finland

HEADLINES

PRE-COVID-19 PERFORMANCE

Depilatories becoming less popular in 2019

Consumers continue to move away from disposables in 2019

Large companies characterise depilatories in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within depilatories

Recovery and opportunities

CATEGORY DATA

Table 52 Sales of Depilatories by Category: Value 2014-2019
Table 53 Sales of Depilatories by Category: % Value Growth 2014-2019
Table 54 Sales of Women's Razors and Blades by Type: % Value Breakdown 2015-2019
Table 55 NBO Company Shares of Depilatories: % Value 2015-2019
Table 56 LBN Brand Shares of Depilatories: % Value 2016-2019
Table 57 Forecast Sales of Depilatories by Category: Value 2019-2024
Table 58 Forecast Sales of Depilatories by Category: % Value Growth 2019-2024

Fragrances in Finland

HEADLINES

PRE-COVID-19 PERFORMANCE

Low per-capita consumption of fragrances in Finland

New brands drive interest in premium fragrances

New product launches key to maintaining consumer interest

2020 AND BEYOND

COVID-19 impact

Affected products within fragrances

Recovery and opportunities

CATEGORY DATA

Table 59 Sales of Fragrances by Category: Value 2014-2019
Table 60 Sales of Fragrances by Category: % Value Growth 2014-2019
Table 61 NBO Company Shares of Fragrances: % Value 2015-2019
Table 62 LBN Brand Shares of Fragrances: % Value 2016-2019
Table 63 LBN Brand Shares of Premium Men's Fragrances: % Value 2016-2019
Table 64 LBN Brand Shares of Premium Women's Fragrances: % Value 2016-2019
Table 65 Forecast Sales of Fragrances by Category: Value 2019-2024
Table 66 Forecast Sales of Fragrances by Category: % Value Growth 2019-2024

Hair Care in Finland

HEADLINES

PRE-COVID-19 PERFORMANCE

Natural products and hair styles popular in 2019

Increasing price competition in hair care in 2019

Players offering products suitable for the “curly girl” look perform well in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within hair care

Recovery and opportunities

CATEGORY DATA

Table 67 Sales of Hair Care by Category: Value 2014-2019
Table 68 Sales of Hair Care by Category: % Value Growth 2014-2019
Table 69 Sales of Hair Care by Premium vs Mass: % Value 2014-2019
Table 70 NBO Company Shares of Hair Care: % Value 2015-2019
Table 71 NBO Company Shares of Salon Professional Hair Care: % Value 2015-2019
Table 72 LBN Brand Shares of Hair Care: % Value 2016-2019
Table 73 LBN Brand Shares of Colourants: % Value 2016-2019
Table 74 LBN Brand Shares of Salon Professional Hair Care: % Value 2016-2019
Table 75 LBN Brand Shares of Styling Agents: % Value 2016-2019
Table 76 LBN Brand Shares of Premium Hair Care: % Value 2016-2019
Table 77 Forecast Sales of Hair Care by Category: Value 2019-2024
Table 78 Forecast Sales of Hair Care by Category: % Value Growth 2019-2024
Table 79 Forecast Sales of Hair Care by Premium vs Mass: % Value 2019-2024

Men's Grooming in Finland

HEADLINES

PRE-COVID-19 PERFORMANCE

Men’s skin care in demand as the beard fashion begins to wane in 2019

Men increasingly opt for more neutral fragrances in men’s grooming in 2019

A men’s skin care brand leads men’s grooming in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within men’s grooming

Recovery and opportunities

CATEGORY DATA

Table 80 Sales of Men’s Grooming by Category: Value 2014-2019
Table 81 Sales of Men’s Grooming by Category: % Value Growth 2014-2019
Table 82 Sales of Men's Razors and Blades by Type: % Value Breakdown 2015-2019
Table 83 Sales of Men's Skin Care by Type: % Value Breakdown 2016-2019
Table 84 NBO Company Shares of Men’s Grooming: % Value 2015-2019
Table 85 LBN Brand Shares of Men’s Grooming: % Value 2016-2019
Table 86 LBN Brand Shares of Men's Razors and Blades: % Value 2016-2019
Table 87 Forecast Sales of Men’s Grooming by Category: Value 2019-2024
Table 88 Forecast Sales of Men’s Grooming by Category: % Value Growth 2019-2024

Oral Care in Finland

HEADLINES

PRE-COVID-19 PERFORMANCE

Increasing interest in electric toothbrushes

Tooth whitening products continue to shine in 2019 as consumers look for the perfect smile

High levels of innovation by the leading players in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within oral care

Recovery and opportunities

CATEGORY DATA

Table 89 Sales of Oral Care by Category: Value 2014-2019
Table 90 Sales of Oral Care by Category: % Value Growth 2014-2019
Table 91 Sales of Toothbrushes by Category: Value 2014-2019
Table 92 Sales of Toothbrushes by Category: % Value Growth 2014-2019
Table 93 Sales of Toothpaste by Type: % Value Breakdown 2015-2019
Table 94 NBO Company Shares of Oral Care: % Value 2015-2019
Table 95 LBN Brand Shares of Oral Care: % Value 2016-2019
Table 96 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2016-2019
Table 97 LBN Brand Shares of Toothpaste: % Value 2016-2019
Table 98 Forecast Sales of Oral Care by Category: Value 2019-2024
Table 99 Forecast Sales of Oral Care by Category: % Value Growth 2019-2024
Table 100 Forecast Sales of Toothbrushes by Category: Value 2019-2024
Table 101 Forecast Sales of Toothbrushes by Category: % Value Growth 2019-2024

Skin Care in Finland

HEADLINES

PRE-COVID-19 PERFORMANCE

K-Beauty continues to attract attention through social media in 2019

Players launch Advent calendars to allow consumers to test their products

Smaller brands of skin care perform well in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within skin care

Recovery and opportunities

CATEGORY DATA

Table 102 Sales of Skin Care by Category: Value 2014-2019
Table 103 Sales of Skin Care by Category: % Value Growth 2014-2019
Table 104 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 105 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 106 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 107 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 108 NBO Company Shares of Skin Care: % Value 2015-2019
Table 109 LBN Brand Shares of Skin Care: % Value 2016-2019
Table 110 LBN Brand Shares of Basic Moisturisers: % Value 2016-2019
Table 111 LBN Brand Shares of Anti-agers: % Value 2016-2019
Table 112 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2016-2019
Table 113 LBN Brand Shares of General Purpose Body Care: % Value 2016-2019
Table 114 LBN Brand Shares of Premium Skin Care: % Value 2016-2019
Table 115 Forecast Sales of Skin Care by Category: Value 2019-2024
Table 116 Forecast Sales of Skin Care by Category: % Value Growth 2019-2024

Sun Care in Finland

HEADLINES

PRE-COVID-19 PERFORMANCE

Low growth for sun care in 2019 after the hot summer of 2018

The inclusion of SPF in skin care and make-up limits demand for sun care

Manufacturers innovate to maintain consumer attention

2020 AND BEYOND

COVID-19 impact

Affected products within sun care

Recovery and opportunities

CATEGORY DATA

Table 117 Sales of Sun Care by Category: Value 2014-2019
Table 118 Sales of Sun Care by Category: % Value Growth 2014-2019
Table 119 NBO Company Shares of Sun Care: % Value 2015-2019
Table 120 LBN Brand Shares of Sun Care: % Value 2016-2019
Table 121 LBN Brand Shares of Premium Adult Sun Care: % Value 2016-2019
Table 122 Forecast Sales of Sun Care by Category: Value 2019-2024
Table 123 Forecast Sales of Sun Care by Category: % Value Growth 2019-2024

Colour Cosmetics in Finland

HEADLINES

PRE-COVID-19 PERFORMANCE

The trend towards a natural look means many women switch from colour cosmetics to skin care in 2019

Colour cosmetics sets/kits remain popular as gifts

Players active in supporting their brands in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within colour cosmetics

Recovery and opportunities

CATEGORY DATA

Table 124 Sales of Colour Cosmetics by Category: Value 2014-2019
Table 125 Sales of Colour Cosmetics by Category: % Value Growth 2014-2019
Table 126 NBO Company Shares of Colour Cosmetics: % Value 2015-2019
Table 127 LBN Brand Shares of Colour Cosmetics: % Value 2016-2019
Table 128 LBN Brand Shares of Eye Make-up: % Value 2016-2019
Table 129 LBN Brand Shares of Facial Make-up: % Value 2016-2019
Table 130 LBN Brand Shares of Lip Products: % Value 2016-2019
Table 131 LBN Brand Shares of Nail Products: % Value 2016-2019
Table 132 LBN Brand Shares of Premium Colour Cosmetics: % Value 2016-2019
Table 133 Forecast Sales of Colour Cosmetics by Category: Value 2019-2024
Table 134 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2019-2024

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