Home Care in Estonia
Home care in 2022: The big picture
Table 1 Households 2017-2022
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
Summary 1 Research Sources
Air Care in Estonia
Robust appreciation of clean, hygienic and pleasant ambiences sustains healthy retail volume growth
Revived premiumisation trend spurs liquid air fresheners
Reckitt Benckiser leverages high brand awareness to lead air care
Variety and premiumisation to spur growth in the liquid and gel formats
New arrivals to widen the presence and appeal of “other” air care
More natural, less artificial product offer to expand in line with the health and wellness trend
Table 11 Sales of Air Care by Category: Value 2017-2022
Table 12 Sales of Air Care by Category: % Value Growth 2017-2022
Table 13 NBO Company Shares of Air Care: % Value 2018-2022
Table 14 LBN Brand Shares of Air Care: % Value 2019-2022
Table 15 Forecast Sales of Air Care by Category: Value 2022-2027
Table 16 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
Bleach in Estonia
Specialised home care products replace bleach
Consumers unwilling to pay higher prices for bleach
Procter & Gamble retains dominance of a weak competitive environment
Consumers set to shift to less harmful, more specialised products
Attractive price-quality ratio to stimulate interest in private label
Large modern retailers to continue to dominate bleach distribution
Table 17 Sales of Bleach: Value 2017-2022
Table 18 Sales of Bleach: % Value Growth 2017-2022
Table 19 NBO Company Shares of Bleach: % Value 2018-2022
Table 20 LBN Brand Shares of Bleach: % Value 2019-2022
Table 21 Forecast Sales of Bleach: Value 2022-2027
Table 22 Forecast Sales of Bleach: % Value Growth 2022-2027
Dishwashing in Estonia
Multifunctional benefits boost automatic dishwashing liquids while water quality concerns increase the interest in dishwashing additives
Hand dishwashing continues to dominate as most households do not possess a dishwasher
Effective, eco-friendly and economical Fairy sees fast retail value growth
Automatic dishwashing liquids and tablets to make gains from hand dishwashing as the dishwasher possession rate continues to rise
Manufacturers to respond to rising health and wellness and eco-friendly trends
The success of Lidl to spur private label in dishwashing
Table 23 Household Possession of Dishwashers 2017-2022
Table 24 Sales of Dishwashing by Category: Value 2017-2022
Table 25 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 26 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 27 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 28 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
Home Insecticides in Estonia
Spray/aerosol insecticides remains the go-to choice
Search for perceived safer options broadens format use
Strong marketing support keeps Raid top-of-mind
Spray/aerosol format to continue to drive home insecticides
Ecological aspect set to grow in importance in home insecticides
Room for development and growth for e-commerce and discounters
Table 30 Sales of Home Insecticides by Category: Value 2017-2022
Table 31 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 32 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 33 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 34 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027
Laundry Care in Estonia
Eco-friendly and safety perceptions boost concentrated liquid detergents
Clothing care stimulates demand for fabric softeners and fresheners
Procter & Gamble and Henkel leverage strong brands and resources to maintain a clear lead
Concentrated liquid detergents to ride effectiveness and quality perceptions to post the fastest sales development
Residual health and wellness trend to pique interest in more natural, less toxic products
An omnichannel approach augurs well for e-commerce
Table 36 Household Possession of Washing Machines 2017-2022
Table 37 Sales of Laundry Care by Category: Value 2017-2022
Table 38 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 39 Sales of Laundry Aids by Category: Value 2017-2022
Table 40 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 41 Sales of Laundry Detergents by Category: Value 2017-2022
Table 42 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 43 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 44 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 45 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 46 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 47 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 48 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 49 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
Polishes in Estonia
Multi-purpose products exert pressure on the use of polishes
Cleanliness and home interior trends contribute to the rising demand for furniture polish and metal polish, respectively
SC Johnson & Son offers wide choice to lead, while e-commerce creates opportunities for niche players
Changing trends to undermine use of polishes
Furniture and metal polishes to continue to see the fastest growth rates
E-commerce grows but modern grocery retailers to remain the leaders in distribution
Table 51 Sales of Polishes by Category: Value 2017-2022
Table 52 Sales of Polishes by Category: % Value Growth 2017-2022
Table 53 NBO Company Shares of Polishes: % Value 2018-2022
Table 54 LBN Brand Shares of Polishes: % Value 2019-2022
Table 55 Forecast Sales of Polishes by Category: Value 2022-2027
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
Surface Care in Estonia
Residual hygiene and sanitation trend informs positive retail volume growth performance
Hygiene and disinfection concerns spur use of bathroom cleaners and home care disinfectants
Shift towards more specialised options increases pressure on Ajax and Cif
Convenience remains a key factor but a shift to specialised products is anticipated
Water quality deterioration to see more consumers turn to descalers
Eco-friendly and safer products to gain traction
Table 57 Sales of Surface Care by Category: Value 2017-2022
Table 58 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 61 NBO Company Shares of Surface Care: % Value 2018-2022
Table 62 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 63 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
Toilet Care in Estonia
Effectiveness and switch to specialised products boost toilet liquids/foam
Multifunctional and less harmful products stimulate interest in rim blocks and niche natural options
Henkel Balti leverages wide presence and innovation to stay ahead of the field
Growing awareness of toilet care options to sustain positive growth trajectory
Natural trend to increasingly penetrate toilet care
Launch of major discounter to disrupt distribution landscape
Table 65 Sales of Toilet Care by Category: Value 2017-2022
Table 66 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 67 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 68 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 69 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 70 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027