Executive Summary

Jun 2019
PROSPECTS
Premium skin care attracts consumers with visible benefits

Most areas of skin care witnessed a return to growth in current value terms in 2018, with consumer confidence rising off the back of Finland’s recovering economy. Premium skin care witnessed stronger growth than mass skin care, albeit from a lower base, with consumers willing to invest in products that can produce visible results.

K-Beauty gaining attention through social media

The K-Beauty trend, which includes popular South Korean skin care products that focus on health and hydration, amongst other things, is still only emerging in Finland, but the variety of products available through online stores such as nobe continued to grow at the end of the review period. Facial masks was one of the best-selling areas of K-Beauty in 2018, with there being plenty of affordable single-use masks available.

Finnish consumers pay growing attention to where their products come from

Consumers in Finland are paying growing attention to the ingredients they introduce to their skin and the impact these products have on the environment around them. This has given rise to all-natural skin care, as well as products which are eco-friendly and vegan.

COMPETITIVE LANDSCAPE
Future of local player Lumene uncertain following renewal of portfolio

Local brand Lumene retained the lead in skin care in 2018 with it having built up a strong and loyal base of consumers who trust the efficacy of its products. Lumene renewed its range over 2016/2017 to provide a higher-end collection of mass skin care, including new packaging and new lines.

Korean brands making a strong entry into skin care

There was a growing trend towards K-Beauty in Finland at the end of the review period, as part of a larger global trend, with this encouraging the use of a wider range of skin care as well as Korean brands. As a result, new Korean brands became available in 2017/2018, with some of these proving very successful.

L’Oréal benefits from broad portfolio but faces new competition

L'Oréal Finland Oy retained the lead in skin care in 2018 by virtue of its large portfolio of mass and premium products. Nevertheless, the company saw a drop in its value share as the competition increased in an already fragmented landscape, with new players entering with products that buy into current trends such as for natural ingredients.

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Skin Care in Finland

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Overview

Discover the latest market trends and uncover sources of future market growth for the Skin 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 Skin Care industry in Finland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Skin Care in Finland market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • 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 Skin Care in Finland?
  • What are the major brands in Finland?
  • In which facial care category are skin whitening benefits most pronounced?
  • How are sales of mass versus premium anti-agers evolving?

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 Beauty and Personal Care market research database.

Skin Care in Finland - Category analysis

HEADLINES

PROSPECTS

Premium skin care attracts consumers with visible benefits
K-Beauty gaining attention through social media
Finnish consumers pay growing attention to where their products come from

COMPETITIVE LANDSCAPE

Future of local player Lumene uncertain following renewal of portfolio
Korean brands making a strong entry into skin care
L’Oréal benefits from broad portfolio but faces new competition

CATEGORY DATA

Table 1 Sales of Skin Care by Category: Value 2013-2018
Table 2 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 3 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 4 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 5 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 6 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 7 NBO Company Shares of Skin Care: % Value 2014-2018
Table 8 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 9 LBN Brand Shares of Facial Moisturisers: % Value 2015-2018
Table 10 LBN Brand Shares of Anti-agers: % Value 2015-2018
Table 11 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2015-2018
Table 12 LBN Brand Shares of General Purpose Body Care: % Value 2015-2018
Table 13 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 14 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 15 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

Beauty and Personal Care in Finland - Industry Overview

EXECUTIVE SUMMARY

Beauty and personal care benefits from improving economy
Finnish consumers taking a more holistic approach to beauty and personal care
L’Oréal retains lead but faces growing competition
Companies focusing on natural products
Recovering economy points to bright future for beauty and personal care in Finland

MARKET DATA

Table 16 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 17 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 18 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 19 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 20 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 21 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 22 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 23 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 24 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 25 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources