Home Care in Finland

Home Care in Finland

EXECUTIVE SUMMARY

COVID-19 impact on home care

COVID-19 country impact

Company response

Retailing shift

What next for home care?

Chart 1 Home Care Value Sales Growth Scenarios: 2018-2025
Chart 2 Home Care Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Finland

KEY DATA FINDINGS

2020 IMPACT

COVID-19 has little impact, but the switch from powder to liquid continues

Consumers also value time-saving, safe and environmentally-friendly products

Natural and plant-based ingredients are increasingly sought

RECOVERY AND OPPORTUNITIES

Slow and steady growth, with liquid detergents driving growth

Attempts to get consumers to dose correctly likely to continue

Environmentally-friendly and concentrated products will continue to be launched

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2015-2020

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2015-2020
Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 14 Sales of Laundry Aids by Category: Value 2015-2020
Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 16 Sales of Laundry Detergents by Category: Value 2015-2020
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in Finland

KEY DATA FINDINGS

2020 IMPACT

Consumers eat more meals at home due to COVID-19, improving the growth rates

Automatic dishwashing continues to gain share as consumers stock up

Consumers are increasingly concerned about ingredients, and producers respond

RECOVERY AND OPPORTUNITIES

Decline expected for 2021, reversing some of the gains in 2020

Private label set to continue to grow due to greater price-consciousness

Eco-friendly product launches are seen, and are expected to continue

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2015-2020
Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in Finland

KEY DATA FINDINGS

2020 IMPACT

Consumers clean more regularly and more thoroughly to protect themselves

Efficacy is valued as consumers want to maintain their health in COVID-19 times

Players launch products to engender consumer loyalty

RECOVERY AND OPPORTUNITIES

A return to slow and stable growth after two years of disruption

Greater polarisation expected in the forecast period

Environmental responsibility set to be a focus moving forward

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2015-2020
Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 37 NBO Company Shares of Surface Care: % Value 2016-2020
Table 38 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
Table 41 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in Finland

KEY DATA FINDINGS

2020 IMPACT

Bleach remains unpopular and continues to decline despite COVID-19

Private label increases its share at the expense of the leaders

Players use marketing and launches to try and maintain growth

RECOVERY AND OPPORTUNITIES

Continued volume decline expected in the forecast period

Consumers set to gravitate to safer and more environmentally-friendly alternatives

Domestic players set to remain strong in bleach

CATEGORY DATA

Table 43 Sales of Bleach: Value 2015-2020
Table 44 Sales of Bleach: % Value Growth 2015-2020
Table 45 NBO Company Shares of Bleach: % Value 2016-2020
Table 46 LBN Brand Shares of Bleach: % Value 2017-2020
Table 47 Forecast Sales of Bleach: Value 2020-2025
Table 48 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in Finland

KEY DATA FINDINGS

2020 IMPACT

More time spent at home improves growth rates

New launches aim to combat maturity

Consumers are keen to purchase environmentally-friendly products

RECOVERY AND OPPORTUNITIES

Growth rates set to normalise in the forecast period after another year of disruption

Consumers set to search for cheaper options due to economic impact of COVID-19

Players will continue to use new launches and marketing to attract consumers

CATEGORY DATA

Table 49 Sales of Toilet Care by Category: Value 2015-2020
Table 50 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 51 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 52 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 53 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in Finland

KEY DATA FINDINGS

2020 IMPACT

Shoe polish is particularly hard-hit by COVID-19

Maturity is tackled with cleaner ingredients and environmentally-friendly products

E-commerce becomes a greater focus due to COVID-19

RECOVERY AND OPPORTUNITIES

Demand for shoe polish set to return in 2021, but long-term decline forecast

New launches will be needed to maintain consumers’ interest

Key Flag logo to become more important as consumers support domestic production

CATEGORY DATA

Table 55 Sales of Polishes by Category: Value 2015-2020
Table 56 Sales of Polishes by Category: % Value Growth 2015-2020
Table 57 NBO Company Shares of Polishes: % Value 2016-2020
Table 58 LBN Brand Shares of Polishes: % Value 2017-2020
Table 59 Forecast Sales of Polishes by Category: Value 2020-2025
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in Finland

KEY DATA FINDINGS

2020 IMPACT

Low consumption due to concerns about allergies and product safety

Finns prefer fresher and more subtle scents

Creating a mood is combined with natural ingredients and sustainability

RECOVERY AND OPPORTUNITIES

Slow return to growth after COVID-19, as products are considered non-essential

Private label set to maintain its growth

New product developments to create an ambience

CATEGORY DATA

Table 61 Sales of Air Care by Category: Value 2015-2020
Table 62 Sales of Air Care by Category: % Value Growth 2015-2020
Table 63 Sales of Air Care by Fragrance: Value Ranking 2018-2020
Table 64 NBO Company Shares of Air Care: % Value 2016-2020
Table 65 LBN Brand Shares of Air Care: % Value 2017-2020
Table 66 Forecast Sales of Air Care by Category: Value 2020-2025
Table 67 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in Finland

KEY DATA FINDINGS

2020 IMPACT

Despite above-average insect activity, sales fall due to more time spent at home

Efficacy is important, but consumers want to know what they are buying

Transmeri continues to dominate with Raid and Baygon

RECOVERY AND OPPORTUNITIES

Maturity set to hinder growth even beyond COVID-19

Players will try and maintain consumers’ interest

More environmentally-friendly alternatives and packaging expected

CATEGORY DATA

Table 68 Sales of Home Insecticides by Category: Value 2015-2020
Table 69 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 71 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 72 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 73 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025

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