Home Care in Finland

Home Care in Finland

EXECUTIVE SUMMARY

Home care struggles to overcome maturity

Producers tackle home care maturity, with innovation bearing the most fruit

Internationals lead sales, but smaller and local players are pushing hard

New products are more sophisticated yet easier to use and eco-friendlier

A brighter outlook is forecast thanks to stabilising economy

MARKET INDICATORS

Table 1 Households 2014-2019

MARKET DATA

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

SOURCES

Summary 1 Research Sources

Air Care in Finland

HEADLINES

PROSPECTS

Producers need to clear the air over health concerns

Finns may prefer a gentler approach

Air care can lighten the mood

COMPETITIVE LANDSCAPE

Niche players can provide a breath of fresh air

More evocative scents are being experienced

Social media proving useful in keeping consumers keen

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2014-2019
Table 12 Sales of Air Care by Category: % Value Growth 2014-2019
Table 13 Sales of Air Care by Fragrance: Value Ranking 2018-2019
Table 14 NBO Company Shares of Air Care: % Value 2015-2019
Table 15 LBN Brand Shares of Air Care: % Value 2016-2019
Table 16 Forecast Sales of Air Care by Category: Value 2019-2024
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2019-2024

Bleach in Finland

HEADLINES

PROSPECTS

Bleach likely to be left on the shelf more, as consumers look for gentler options

Finns still depend on bleach for deep cleaning and sanitising tasks

Consumer concerns remain undiluted over bleach’s potency

COMPETITIVE LANDSCAPE

A trickle of competitors helps Klorin remain the top bleach brand

NPD expected as producers look to arrest decline

Flying the Key Flag and leveraging bleach’s cleaning power could stop the rot

CATEGORY DATA

Table 18 Sales of Bleach: Value 2014-2019
Table 19 Sales of Bleach: % Value Growth 2014-2019
Table 20 NBO Company Shares of Bleach: % Value 2015-2019
Table 21 LBN Brand Shares of Bleach: % Value 2016-2019
Table 22 Forecast Sales of Bleach: Value 2019-2024
Table 23 Forecast Sales of Bleach: % Value Growth 2019-2024

Dishwashing in Finland

HEADLINES

PROSPECTS

Dishwashing performance is far from bubbling

Automatic dishwashing shows some dynamism

Eco-friendly and health-mindful products drive dishwashing innovation

COMPETITIVE LANDSCAPE

Heavy competition makes standing out even more key

NPD needed to revive sales growth

Packaging upgrades can accelerate premium product sales

CATEGORY INDICATORS

Table 24 Household Possession of Dishwashers 2014-2019

CATEGORY DATA

Table 25 Sales of Dishwashing by Category: Value 2014-2019
Table 26 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 27 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 28 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 29 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024

Home Insecticides in Finland

HEADLINES

PROSPECTS

Weather and seasonality shape sales performance

Product efficacy is a must

Producers set to turn to greener solutions

COMPETITIVE LANDSCAPE

Raid still catches the most sales

Convenient, eco-friendlier and more effective – values NPD must reflect

Greater marketing push and consumer engagement needed

CATEGORY DATA

Table 31 Sales of Home Insecticides by Category: Value 2014-2019
Table 32 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2014-2019
Table 34 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 35 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 36 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024

Laundry Care in Finland

HEADLINES

PROSPECTS

Producers could target innovation for a more vibrant performance

Eco credentials proliferate – but efficiency remains king

Milder formulations are the way forward

COMPETITIVE LANDSCAPE

Brands turn to eco-friendly packaging

For maximum effect, NPD needs to target specific consumer-driven trends

Brands show their Finnish colours, while Unilever invests in good local cause

CATEGORY INDICATORS

Table 38 Household Possession of Washing Machines 2014-2019

CATEGORY DATA

Table 39 Sales of Laundry Care by Category: Value 2014-2019
Table 40 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 41 Sales of Laundry Aids by Category: Value 2014-2019
Table 42 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 43 Sales of Laundry Detergents by Category: Value 2014-2019
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 45 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 46 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 47 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 48 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 49 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 51 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024

Polishes in Finland

HEADLINES

PROSPECTS

Polishes fails to shine as maturity sets in

H2O the way to go

Demand fading as trends in furniture and shoes change

COMPETITIVE LANDSCAPE

Brands can rely on rising purchasing power to outshine private label

Flying the Key Flag proving successful for local players

Eco-friendly and more convenient polishes reflect market demand

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2014-2019
Table 54 Sales of Polishes by Category: % Value Growth 2014-2019
Table 55 NBO Company Shares of Polishes: % Value 2015-2019
Table 56 LBN Brand Shares of Polishes: % Value 2016-2019
Table 57 Forecast Sales of Polishes by Category: Value 2019-2024
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2019-2024

Surface Care in Finland

HEADLINES

PROSPECTS

More task-specific and natural cleaners likely to surface

Surface care products go greener – and gentler

Finns target usage convenience and a spotless performance

COMPETITIVE LANDSCAPE

Proud to be Finnish – displaying local roots is popular strategy among local brands

Natural and sustainable are the new norms in new product innovation

Producers wish to be seen to be green

CATEGORY DATA

Table 59 Sales of Surface Care by Category: Value 2014-2019
Table 60 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2014-2019
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2014-2019
Table 63 NBO Company Shares of Surface Care: % Value 2015-2019
Table 64 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2019
Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2019
Table 67 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024

Toilet Care in Finland

HEADLINES

PROSPECTS

NPD dynamism needed to offset maturity

Harnessing nature’s cleaning power

Important not to throw consumers off the scent

COMPETITIVE LANDSCAPE

Growing purchasing power signals strengthening competition

The future is green for NPD, while scent variety is likely to expand

Catching the eye with giveaways can elevate a brand

CATEGORY DATA

Table 69 Sales of Toilet Care by Category: Value 2014-2019
Table 70 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 71 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 72 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 73 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024

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