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Country Report

Home Care in

Home Care in Finland

56 pages, Feb 2018

US$2,650

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Executive Summary

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Home care fails to record current value growth

Home care in Finland failed to turn sales around in 2017, even though the economy continued to improve. While home care products remained necessities and volume sales remained relatively stable, value sales were negatively impacted by continued unemployment, which restricted the purchasing power of many Finns.

Trends shaping the market

Several significant key trends were present in the Finnish home care market in 2017. In addition to the improved efficiency, convenience and easy use of home care products, favouring domestic production remained among the strongest trends.

Fierce competition demands good strategies

Competition in the Finnish home care market remained intensive and carving out a bigger share continued to be highly challenging for manufacturers. Nonetheless, several company strategies were used to stay ahead of the competition.

New product development reacts to and creates trends

New product development in 2017 remained relatively sluggish in many categories in Finnish home care. Nonetheless, trendy and innovative new launches continued to take place, shaping the market and creating new trends.

Improving sales are in sight

Over the forecast period, Finnish home care is expected to record slow growth at constant 2017 prices. Although the country’s economy is predicted to carry on recovering, allowing greater purchasing power for consumers to spend on value-added home care products, the improvement will be counterbalanced by an elevated unemployment rate, which is expected to linger on.

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Home Care Sample Report Home Care Sample Data

Overview

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.

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Overview

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

The Home Care in Finland 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 Finland?
What are the major brands in Finland?
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 Finland?

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.

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Home Care in Finland

EXECUTIVE SUMMARY

Home care fails to record current value growth

Trends shaping the market

Fierce competition demands good strategies

New product development reacts to and creates trends

Improving sales are in sight

MARKET INDICATORS

Table 1 Households 2012-2017

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2012-2017
Table 3 Sales of Home Care by Category: % Value Growth 2012-2017
Table 4 NBO Company Shares of Home Care: % Value 2013-2017
Table 5 LBN Brand Shares of Home Care: % Value 2014-2017
Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 7 Distribution of Home Care by Format: % Value 2012-2017
Table 8 Distribution of Home Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Home Care by Category: Value 2017-2022
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Air Care in Finland

HEADLINES

PROSPECTS

Finns continue to be cautious regarding air care

From removing smells to setting the mood

Local fragrance preferences

COMPETITIVE LANDSCAPE

Glade leads the way

Seasonal air care dominates new launches

Marketing strategies help to widen sales

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2012-2017
Table 12 Sales of Air Care by Category: % Value Growth 2012-2017
Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2012-2017
Table 14 Sales of Air Care by Fragrance: Value Ranking 2012-2017
Table 15 NBO Company Shares of Air Care: % Value 2013-2017
Table 16 LBN Brand Shares of Air Care: % Value 2014-2017
Table 17 Forecast Sales of Air Care by Category: Value 2017-2022
Table 18 Forecast Sales of Air Care by Category: % Value Growth 2017-2022

Bleach in Finland

HEADLINES

PROSPECTS

Continued decline

Replacing bleach with other home care products

Health scare and ecological awareness

COMPETITIVE LANDSCAPE

No profitable share gains are in sight

All quiet on the new product development front

Marketing relies on unbeatable disinfection properties

CATEGORY DATA

Table 19 Sales of Bleach: Value 2012-2017
Table 20 Sales of Bleach: % Value Growth 2012-2017
Table 21 NBO Company Shares of Bleach: % Value 2013-2017
Table 22 LBN Brand Shares of Bleach: % Value 2014-2017
Table 23 Forecast Sales of Bleach: Value 2017-2022
Table 24 Forecast Sales of Bleach: % Value Growth 2017-2022

Dishwashing in Finland

HEADLINES

PROSPECTS

Flat performance, but with some improvement in sight

Ecological values, safety and efficiency are key

Opting for easy automatic dishwashing

COMPETITIVE LANDSCAPE

Acquisition gives a boost to Kesko Oyj

Value-added features within new product development

Players’ strategies matter

CATEGORY INDICATORS

Table 25 Household Possession of Dishwashers 2012-2017

CATEGORY DATA

Table 26 Sales of Dishwashing by Category: Value 2012-2017
Table 27 Sales of Dishwashing by Category: % Value Growth 2012-2017
Table 28 NBO Company Shares of Dishwashing: % Value 2013-2017
Table 29 LBN Brand Shares of Dishwashing: % Value 2014-2017
Table 30 Forecast Sales of Dishwashing by Category: Value 2017-2022
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022

Home Insecticides in Finland

HEADLINES

PROSPECTS

Decline in sales in 2017 due to fewer insects

Electric insecticides is the most dynamic category

Efficiency and a longer-lasting impact are popular

COMPETITIVE LANDSCAPE

Raid’s undisputed dominance

New product development sets new standards

Attention on company strategies

CATEGORY DATA

Table 32 Sales of Home Insecticides by Category: Value 2012-2017
Table 33 Sales of Home Insecticides by Category: % Value Growth 2012-2017
Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017
Table 35 NBO Company Shares of Home Insecticides: % Value 2013-2017
Table 36 LBN Brand Shares of Home Insecticides: % Value 2014-2017
Table 37 Forecast Sales of Home Insecticides by Category: Value 2017-2022
Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022

Laundry Care in Finland

HEADLINES

PROSPECTS

Laundry care will take time to recover

Different laundry care for different clothing

Concentrated liquid format dominates

COMPETITIVE LANDSCAPE

Little change in value shares

New product development is key in supporting sales

Future launches and opportunities

CATEGORY INDICATORS

Table 39 Household Possession of Washing Machines 2012-2017

CATEGORY DATA

Table 40 Sales of Laundry Care by Category: Value 2012-2017
Table 41 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 42 Sales of Laundry Aids by Category: Value 2012-2017
Table 43 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 44 Sales of Laundry Detergents by Category: Value 2012-2017
Table 45 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 46 NBO Company Shares of Laundry Care: % Value 2013-2017
Table 47 LBN Brand Shares of Laundry Care: % Value 2014-2017
Table 48 NBO Company Shares of Laundry Aids: % Value 2013-2017
Table 49 LBN Brand Shares of Laundry Aids: % Value 2014-2017
Table 50 NBO Company Shares of Laundry Detergents: % Value 2013-2017
Table 51 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
Table 52 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022

Polishes in Finland

HEADLINES

PROSPECTS

Disappointing performance

Battling growth threats may lead to a better performance

Ecological values are increasingly present

COMPETITIVE LANDSCAPE

Private label and brands compete

Sluggish new product development

Lessons in marketing

CATEGORY DATA

Table 54 Sales of Polishes by Category: Value 2012-2017
Table 55 Sales of Polishes by Category: % Value Growth 2012-2017
Table 56 NBO Company Shares of Polishes: % Value 2013-2017
Table 57 LBN Brand Shares of Polishes: % Value 2014-2017
Table 58 Forecast Sales of Polishes by Category: Value 2017-2022
Table 59 Forecast Sales of Polishes by Category: % Value Growth 2017-2022

Surface Care in Finland

HEADLINES

PROSPECTS

Slow performance will turn more positive

Windows of opportunity

Value-added benefits support sales

COMPETITIVE LANDSCAPE

Fierce competition continues

New launches in 2016/2017 bring innovation

Emphasising domestic origin is an appealing strategy

CATEGORY DATA

Table 60 Sales of Surface Care by Category: Value 2012-2017
Table 61 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017
Table 64 NBO Company Shares of Surface Care: % Value 2013-2017
Table 65 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 66 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017
Table 67 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017
Table 68 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 69 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022

Toilet Care in Finland

HEADLINES

PROSPECTS

Higher-quality products lead the way

Convenience, eco-friendliness and efficiency are leading trends

More emphasis on fragrances

COMPETITIVE LANDSCAPE

Private label marches on

New product development catering to and creating trends

Slow marketing efforts hamper growth possibilities

CATEGORY DATA

Table 70 Sales of Toilet Care by Category: Value 2012-2017
Table 71 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 72 NBO Company Shares of Toilet Care: % Value 2013-2017
Table 73 LBN Brand Shares of Toilet Care: % Value 2014-2017
Table 74 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Home Care in Finland

New Report Guarantee

Executive Summary

New Report Guarantee

Home care fails to record current value growth

Trends shaping the market

Fierce competition demands good strategies

New product development reacts to and creates trends

Improving sales are in sight

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Home Care in Finland

EXECUTIVE SUMMARY

Home care fails to record current value growth

Trends shaping the market

Fierce competition demands good strategies

New product development reacts to and creates trends

Improving sales are in sight

MARKET INDICATORS

MARKET DATA

SOURCES

Air Care in Finland

HEADLINES

PROSPECTS

Finns continue to be cautious regarding air care

From removing smells to setting the mood

Local fragrance preferences

COMPETITIVE LANDSCAPE

Glade leads the way

Seasonal air care dominates new launches

Marketing strategies help to widen sales

CATEGORY DATA

Bleach in Finland

HEADLINES

PROSPECTS

Continued decline

Replacing bleach with other home care products

Health scare and ecological awareness

COMPETITIVE LANDSCAPE

No profitable share gains are in sight

All quiet on the new product development front

Marketing relies on unbeatable disinfection properties

CATEGORY DATA

Dishwashing in Finland

HEADLINES

PROSPECTS

Flat performance, but with some improvement in sight

Ecological values, safety and efficiency are key

Opting for easy automatic dishwashing

COMPETITIVE LANDSCAPE

Acquisition gives a boost to Kesko Oyj

Value-added features within new product development

Players’ strategies matter

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in Finland

HEADLINES

PROSPECTS

Decline in sales in 2017 due to fewer insects

Electric insecticides is the most dynamic category

Efficiency and a longer-lasting impact are popular

COMPETITIVE LANDSCAPE

Raid’s undisputed dominance

New product development sets new standards

Attention on company strategies

CATEGORY DATA

Laundry Care in Finland

HEADLINES

PROSPECTS

Laundry care will take time to recover

Different laundry care for different clothing

Concentrated liquid format dominates

COMPETITIVE LANDSCAPE

Little change in value shares