Executive Summary

Feb 2019
Home care continues to mature, yet emerging trends offer possibility for development

In current value terms, home care performed better in 2018 compared to the review period overall. However, retail volume sales continued to decline, indicating that trading up had intensified in Estonia, while price-sensitivity continued to diminish.

Environmental and health concerns in addition to convenience are key trends

Environmental concerns and the potential harm caused to health are becoming of greater concern in Estonian home care. Hence, an increasing number of consumers are confronted with the dilemma of whether to choose relatively inexpensive and potentially more effective products full of chemicals or alternatives based more on “healthier” natural ingredients, which they perceive to be not as effective.

Large players lead, smaller ones are emerging

Large multinational corporations continue to lead Estonian home care. Such players are able to exploit economies of scale, have enough resources to boosting their brands’ awareness via marketing activities and make consistent efforts with new product development.

Supermarkets and hypermarkets lead, internet retailing develops rapidly

Supermarkets and hypermarkets continued to dominate distribution of home care in Estonia in 2018. Furthermore, they increased their importance in 2018 due to the disappearance of discounters.

Maturity is expected to continue

Retail volume growth of home care is expected to be low over the forecast period indicating the relatively high level of maturity. Since notable population growth is not projected, the number of consumers will remain stable.

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Home Care in Estonia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home Care industry in Estonia 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 Home Care industry in Estonia, 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 Estonia for free:

The Home Care in Estonia market research report includes:

  • Analysis of key supply-side and demand trends
  • 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 Home Care in Estonia?
  • What are the major brands in Estonia?
  • What is the importance of the trend towards environmentally friendly products in home care?
  • What are the main growth drivers of the home care market in Estonia?

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 Home Care market research database.

Home Care in Estonia

EXECUTIVE SUMMARY

Home care continues to mature, yet emerging trends offer possibility for development
Environmental and health concerns in addition to convenience are key trends
Large players lead, smaller ones are emerging
Supermarkets and hypermarkets lead, internet retailing develops rapidly
Maturity is expected to continue

MARKET INDICATORS

Table 1 Households 2013-2018

MARKET DATA

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

SOURCES

Summary 1 Research Sources

Air Care in Estonia

HEADLINES

PROSPECTS

Estonians are trading up
Estonians prefer less artificial and more natural fragrances
Liquid air fresheners developing, while spray/aerosol format matures

COMPETITIVE LANDSCAPE

Reckitt Benckiser with Air Wick has clear leadership
Targeting cheapest price is no longer successful strategy
New players are emerging

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2013-2018
Table 12 Sales of Air Care by Category: % Value Growth 2013-2018
Table 13 NBO Company Shares of Air Care: % Value 2014-2018
Table 14 LBN Brand Shares of Air Care: % Value 2015-2018
Table 15 Forecast Sales of Air Care by Category: Value 2018-2023
Table 16 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Bleach in Estonia

HEADLINES

PROSPECTS

No development in bleach
Bleach providers move positioning away from cleaning
Bleach does not align with rising health and environmental awareness

COMPETITIVE LANDSCAPE

The Procter & Gamble Co dominates
Local players have withdrawn from bleach
Stagnation in competitive landscape is expected

CATEGORY DATA

Table 17 Sales of Bleach: Value 2013-2018
Table 18 Sales of Bleach: % Value Growth 2013-2018
Table 19 NBO Company Shares of Bleach: % Value 2014-2018
Table 20 LBN Brand Shares of Bleach: % Value 2015-2018
Table 21 Forecast Sales of Bleach: Value 2018-2023
Table 22 Forecast Sales of Bleach: % Value Growth 2018-2023

Dishwashing in Estonia

HEADLINES

PROSPECTS

Increase in living standards boosts dishwasher penetration
Automatic dishwashing outperforms hand dishwashing
Growing maturity is projected for hand dishwashing

COMPETITIVE LANDSCAPE

The Procter & Gamble Co holds significant lead
Local player Mayeri Industries offers competition to internationals
Werner & Mertz GmbH records fastest value growth

CATEGORY INDICATORS

Table 23 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 24 Sales of Dishwashing by Category: Value 2013-2018
Table 25 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 26 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 27 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 28 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Insecticides in Estonia

HEADLINES

PROSPECTS

Increase in living standards impacts demand
Natural aspects are strengthening in importance
Consumers are willing to pay more for convenience

COMPETITIVE LANDSCAPE

SC Johnson & Son leads, Bros Sp zoo SpK is strongest performer
Players targeting cheapest price without quality lose importance
Development of internet retailing offers possibility for niche players

CATEGORY DATA

Table 30 Sales of Home Insecticides by Category: Value 2013-2018
Table 31 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 32 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 33 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 34 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Laundry Care in Estonia

HEADLINES

PROSPECTS

Laundry care with natural positioning gaining importance
No options for growing demand
Declining importance of hand washing

COMPETITIVE LANDSCAPE

International corporations lead
Local player Mayeri Industries strengthens its position
Successful players migrate to more developing formats

CATEGORY INDICATORS

Table 36 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 37 Sales of Laundry Care by Category: Value 2013-2018
Table 38 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 39 Sales of Laundry Aids by Category: Value 2013-2018
Table 40 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 41 Sales of Laundry Detergents by Category: Value 2013-2018
Table 42 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 43 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 44 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 45 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 46 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 47 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 48 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 49 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in Estonia

HEADLINES

PROSPECTS

Fluctuating climate maintains demand for shoe polish
For surface types, Estonians prefer wood over metal
Modern grocery retailers leads, internet retailing develops the fastest

COMPETITIVE LANDSCAPE

Local player focuses on tradition
Natural aspects in new product development are gaining importance
Leading player focuses on wide assortment

CATEGORY DATA

Table 51 Sales of Polishes by Category: Value 2013-2018
Table 52 Sales of Polishes by Category: % Value Growth 2013-2018
Table 53 NBO Company Shares of Polishes: % Value 2014-2018
Table 54 LBN Brand Shares of Polishes: % Value 2015-2018
Table 55 Forecast Sales of Polishes by Category: Value 2018-2023
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in Estonia

HEADLINES

PROSPECTS

Expanding variety could lead to specific products
Demand for professional cleaning services likely to grow
Increasing health concerns influence surface care landscape

COMPETITIVE LANDSCAPE

Larger domestic players stagnate
Economies of scale support large multinationals
New and interesting players emerge

CATEGORY DATA

Table 57 Sales of Surface Care by Category: Value 2013-2018
Table 58 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 61 NBO Company Shares of Surface Care: % Value 2014-2018
Table 62 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 63 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in Estonia

HEADLINES

PROSPECTS

Toilet liquids/foam has greatest potential in mature landscape
Challenge to find balance between effectiveness and natural aspects
Aesthetic aspects counter convenience in demand for ITBs

COMPETITIVE LANDSCAPE

Large multinationals lead
Large local players stagnate, new smaller ones appear
Price-sensitivity is set to diminish

CATEGORY DATA

Table 65 Sales of Toilet Care by Category: Value 2013-2018
Table 66 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 67 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 68 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 69 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 70 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023