Competitive Landscape
Procter & Gamble and Private Label Drive Dishwashing Sales
The dishwashing landscape in Finland remains highly concentrated, with the top three companies accounting for over half of total value sales. Procter & Gamble Finland Oy maintained its leading position in dishwashing in 2025 with a 22% share, supported by its strong Fairy portfolio.
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Overview:
Understand the latest market trends and future growth opportunities for the Dishwashing industry in Finland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Dishwashing industry in Finland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Dishwashing in Finland report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Dishwashing in Finland?
- Which are the leading brands in Dishwashing in Finland?
- How are products distributed in Dishwashing in Finland?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Dishwashing products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Dishwashing in Finland - Category analysis
Key Data Insights
Automatic Dishwashing Drives Growth While Private Label Gains Traction
Automatic Dishwashing Drives Growth While Private Label Gains Traction
Health and Wellness Trends Drive Demand for Eco- and Skin-Friendly Formulations
Premiumisation Accelerates through Advanced Performance Claims
Automatic Dishwashing to Maintain Value Dominance through Efficacy and Sustainability
Performance Efficacy to Drive Premium Segment Expansion
Sustainability Continues to Transition From Differentiator to Baseline Expectation
Procter & Gamble and Private Label Drive Dishwashing Sales
Hypermarkets and Supermarkets Maintain Dominance Amid E-Commerce Expansion
Home Care in Finland - Industry Overview
Premiumisation Drives Value Growth Amid Opposing Consumer Forces
Key Data Insights
Premiumisation Drives Value Growth Amid Opposing Consumer Forces
Private-Label Disruption Intensifies Competition
Sustainability Reshapes Consumer Demand and Retailer Strategies
Premiumisation to Drive Value Growth as Consumers Trade up
Health and Wellness Concerns Reshape Formulation Priorities
Private Label Expansion Continues to Intensify Competitive Pressure
Unilever Finland Maintains Lead through Premium and Sustainable Positioning
Offline Retail Dominance Continues as E-Commerce Expands
Country Reports Disclaimer
The following categories and subcategories are included:
Dishwashing
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
Dishwashing
This is the aggregation of hand and automatic dishwashing products and dishwashing additives.
See all of our definitionsWhy 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 report originates from Passport, our Dishwashing research and analysis database.
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