Home Care in Estonia

April 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care industry in Estonia 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Home Care in Estonia 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 Home Care in Estonia?
  • Which are the leading brands in Home Care in Estonia?
  • How are products distributed in Home Care in Estonia?
  • 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 Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Home Care in Estonia

EXECUTIVE SUMMARY

Home care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for home care?

MARKET INDICATORS

Table 1 Households 2016-2021

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2016-2021 Table 3 Sales of Home Care by Category: % Value Growth 2016-2021 Table 4 NBO Company Shares of Home Care: % Value 2017-2021 Table 5 LBN Brand Shares of Home Care: % Value 2018-2021 Table 6 Penetration of Private Label in Home Care by Category: % Value 2016-2021 Table 7 Distribution of Home Care by Format: % Value 2016-2021 Table 8 Distribution of Home Care by Format and Category: % Value 2021 Table 9 Forecast Sales of Home Care by Category: Value 2021-2026 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2021-2026

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Estonia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Laundry care sees slowed growth as consumers return to their pre pandemic routines
Liquid tablet detergents continue to perform well in 2021
Consumers stick to brands they know rather than experience during the COVID-19 pandemic

PROSPECTS AND OPPORTUNITIES

Laundry care seems slow and steady growth as consumers return to spending more time outside of the home and economise
The growing health and wellness trend boosts the demand for eco-friendly products slightly
The emergence and success of Lidl set to boost private label in 2022 and beyond

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2016-2021

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2016-2021 Table 13 Sales of Laundry Care by Category: % Value Growth 2016-2021 Table 14 Sales of Laundry Aids by Category: Value 2016-2021 Table 15 Sales of Laundry Aids by Category: % Value Growth 2016-2021 Table 16 Sales of Laundry Detergents by Category: Value 2016-2021 Table 17 Sales of Laundry Detergents by Category: % Value Growth 2016-2021 Table 18 NBO Company Shares of Laundry Care: % Value 2017-2021 Table 19 LBN Brand Shares of Laundry Care: % Value 2018-2021 Table 20 NBO Company Shares of Laundry Aids: % Value 2017-2021 Table 21 LBN Brand Shares of Laundry Aids: % Value 2018-2021 Table 22 NBO Company Shares of Laundry Detergents: % Value 2017-2021 Table 23 LBN Brand Shares of Laundry Detergents: % Value 2018-2021 Table 24 Forecast Sales of Laundry Care by Category: Value 2021-2026 Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026

Dishwashing in Estonia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Slowed growth in 2021 as consumers spend less time at home
Many consumers continue to handwash in Estonia despite the high penetration rates of automatic dishwashers
Mid-priced products prevail over premium and private label

PROSPECTS AND OPPORTUNITIES

Automatic dishwashing becomes more popular in 2022 and beyond
Consumers set to pay more attention to eco-friendly products
The emergence and success of Lidl set to boost private label in 2022 and beyond

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2016-2021 Table 28 Sales of Dishwashing by Category: % Value Growth 2016-2021 Table 29 NBO Company Shares of Dishwashing: % Value 2017-2021 Table 30 LBN Brand Shares of Dishwashing: % Value 2018-2021 Table 31 Forecast Sales of Dishwashing by Category: Value 2021-2026 Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2021-2026

Surface Care in Estonia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Slowed growth in 2021 as consumers spend less time in their homes
More and more consumers opt for eco-friendly surface care products
Leading players hone their marketing and new product launches around COVID-19

PROSPECTS AND OPPORTUNITIES

Ongoing hygiene awareness boosts the sales of surface care in 2022 and beyond
Consumers seek more eco-friendly products over the forecast period
The emergence and success of Lidl set to boost private label in 2022 and beyond

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2016-2021 Table 34 Sales of Surface Care by Category: % Value Growth 2016-2021 Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2016-2021 Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2016-2021 Table 37 NBO Company Shares of Surface Care: % Value 2017-2021 Table 38 LBN Brand Shares of Surface Care: % Value 2018-2021 Table 39 Forecast Sales of Surface Care by Category: Value 2021-2026 Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2021-2026

Bleach in Estonia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Bleach returns to volume decline as fears surrounding the COVID-19 pandemic fade
Bleach is not a product area for eco-friendliness
Procter & Gamble leads with Ace brand thanks to strong brand awareness

PROSPECTS AND OPPORTUNITIES

Ongoing volume decline for bleach as consumers seek out less harmful products
Limited competitive environment as category unenticing to new entrants
The emergence and success of Lidl set to boost private label in 2022 and beyond

CATEGORY DATA

Table 41 Sales of Bleach: Value 2016-2021 Table 42 Sales of Bleach: % Value Growth 2016-2021 Table 43 NBO Company Shares of Bleach: % Value 2017-2021 Table 44 LBN Brand Shares of Bleach: % Value 2018-2021 Table 45 Forecast Sales of Bleach: Value 2021-2026 Table 46 Forecast Sales of Bleach: % Value Growth 2021-2026

Toilet Care in Estonia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Toilet care gradually recovers alongside disposable incomes
Consumers seek products with less harmful ingredients in 2021
New launches focus on natural ingredients and the eco-friendly trend

PROSPECTS AND OPPORTUNITIES

The forecast period sees normalisation as consumers return to their pre pandemic routines
Future launches of natural ingredients in toilet care likely
The emergence and success of Lidl set to boost private label in 2022 and beyond

CATEGORY DATA

Table 47 Sales of Toilet Care by Category: Value 2016-2021 Table 48 Sales of Toilet Care by Category: % Value Growth 2016-2021 Table 49 NBO Company Shares of Toilet Care: % Value 2017-2021 Table 50 LBN Brand Shares of Toilet Care: % Value 2018-2021 Table 51 Forecast Sales of Toilet Care by Category: Value 2021-2026 Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2021-2026

Polishes in Estonia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Ongoing slowed growth for polishes in 2021
Consumers seek multi-purpose and antibacterial properties in wake of the pandemic
E-commerce caters to niche consumers with specific demands

PROSPECTS AND OPPORTUNITIES

Notable improvement in 2022 and beyond, however, current value growth will remain low compared to post pandemic rates
E-commerce continues growing but modern grocery retailers remain the leading channel
The emergence and success of Lidl set to boost private label in 2022 and beyond

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2016-2021 Table 54 Sales of Polishes by Category: % Value Growth 2016-2021 Table 55 NBO Company Shares of Polishes: % Value 2017-2021 Table 56 LBN Brand Shares of Polishes: % Value 2018-2021 Table 57 Forecast Sales of Polishes by Category: Value 2021-2026 Table 58 Forecast Sales of Polishes by Category: % Value Growth 2021-2026

Air Care in Estonia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Car air fresheners perform better in 2021 as consumers spend more time outside of their homes
Air care continues to see slowed current value growth in 2021
The premiumisation trend comes to a halt in 2020 and 2021

PROSPECTS AND OPPORTUNITIES

Ongoing economising limits a full recovery in 2022 and beyond
Essential oils set to benefit from the growing health and wellness trend
The emergence and success of Lidl set to boost private label in 2022 and beyond

CATEGORY DATA

Table 59 Sales of Air Care by Category: Value 2016-2021 Table 60 Sales of Air Care by Category: % Value Growth 2016-2021 Table 61 NBO Company Shares of Air Care: % Value 2017-2021 Table 62 LBN Brand Shares of Air Care: % Value 2018-2021 Table 63 Forecast Sales of Air Care by Category: Value 2021-2026 Table 64 Forecast Sales of Air Care by Category: % Value Growth 2021-2026

Home Insecticides in Estonia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Ongoing strong performance for home insecticides following the outbreak of COVID-19
Countryside goers boost the demand for home insecticides
Spray/aerosol insecticides remain the most popular format while electric insecticides gather pace

PROSPECTS AND OPPORTUNITIES

Home insecticides remain sensitive to changing weather patterns
Consumers seek eco-friendly and natural products in 2022 and beyond
The emergence and success of Lidl set to boost private label in 2022 and beyond

CATEGORY DATA

Table 65 Sales of Home Insecticides by Category: Value 2016-2021 Table 66 Sales of Home Insecticides by Category: % Value Growth 2016-2021 Table 67 NBO Company Shares of Home Insecticides: % Value 2017-2021 Table 68 LBN Brand Shares of Home Insecticides: % Value 2018-2021 Table 69 Forecast Sales of Home Insecticides by Category: Value 2021-2026 Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2021-2026
The following categories and subcategories are included:

Home Care

    • Candle Air Fresheners
    • Car Air Fresheners
    • Electric Air Fresheners
    • Gel Air Fresheners
    • Liquid Air Fresheners
    • Spray/Aerosol Air Fresheners
      • Carpet Fresheners
      • Odour Neutralisers
      • Refrigerator Fresheners
      • Waste Bin Fresheners
      • Other Other Air Care
  • Bleach
      • Automatic Dishwashing Liquids
      • Automatic Dishwashing Powders
      • Automatic Dishwashing Tablets
      • Dishwashing Additives
    • Hand Dishwashing
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
      • Foggers/Bombs
      • In-Home Insect Repellents
      • Moth Proofers
      • Other Other Home Insecticides
    • Carpet Cleaners
      • Dryer Sheets
      • Liquid Fabric Softeners
      • Colour Safe Laundry Bleach
      • Fabric Fresheners
        • In-Wash Spot and Stain Removers
        • Pre-Wash Spot and Stain Removers
      • Starch/Ironing Aids
      • Water Softeners
        • Blues/Bluing
        • Colour Catchers
        • Colour Enhancers
        • Laundry Sanitiser
        • Scent Booster
        • Whiteners
        • Other Other Laundry Aids
          • Standard Powder Detergents
          • Concentrated Powder Detergents
          • Compact Powder Tablet Detergents
          • Liquid Tablet Detergents
          • Standard Liquid Detergents
          • Concentrated Liquid Detergents
        • Standard Powder Detergents
        • Standard Liquid Detergents
        • Concentrated Powder Detergents
        • Concentrated Liquid Detergents
        • Compact Powder Tablet Detergents
        • Liquid Tablet Detergents
        • Bar Detergents
        • Hand Wash Detergents
        • Fine Fabric Detergents
    • Floor Polish
    • Furniture Polish
    • Metal Polish
    • Shoe Polish
        • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
        • Wipes and Refills (Dry Electro-Static)
          • Cleaning Solution
          • Refill Wipes/Pads
        • Starter Kits/Trigger Device
        • All Purpose Cleaning Wipes
        • Furniture Polish Wipes
        • Toilet Care Wipes
        • Window/Glass Wipes
        • Other Impregnated Wipes
      • Starter Kits/Sweepers/Sticks (Excluding Wipes)
      • Wipes (Excluding Starter Kits/Sweepers/Sticks)
    • Bathroom Cleaners
    • Descalers
    • Drain Openers
      • Standard Floor Cleaners
      • Wash and Wax Floor Cleaners
    • Home Care Disinfectants
    • Kitchen Cleaners
    • Multi-Purpose Cleaners
    • Oven Cleaners
    • Scouring Agents
    • Window/Glass Cleaners
    • In-Cistern Devices
      • Rim Blocks
      • Rim Liquids
    • Toilet Care Tablets/Powders
    • Toilet Cleaning Systems
    • Toilet Liquids/Foam

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

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This report originates from Passport, our Home Care research and analysis database.

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