Executive Summary

Feb 2019
PROSPECTS
Struggling with maturity

Surface care posted positive, albeit slow, current value growth in 2018. Stronger growth was hampered by the category’s maturity and sluggish new product development.

Ingredient safety and environmental friendliness matter

To stay ahead of the competition, manufacturers need to focus on innovation, developing surface care products which are safer for both the environment and human health. For example, Henkel’s new Tolu surface care products are dermatologically tested and pH neutral.

Consumers demand ease of use and efficiency

While Finns appreciate product safety, efficiency and ease of use are also key to winning over consumers, who have a wide range of surface care products to choose from. Over the forecast period it is anticipated that both task-specific products for certain surfaces, such as hardwood floors, and convenient multi-purpose products will be in demand.

COMPETITIVE LANDSCAPE
Surface care a fiercely contested category

Although the share of private label in surface care is considerable in Finland, brand manufacturers managed to fight back in 2018. Recent new product developments, marketing efforts and the offer of value-added features all helped brand manufacturers to regain lost sales.

Adding value to surface care

While new product development was slow in 2017 and 2018, some interesting innovations were seen. For example, Henkel expanded its Tolu brand in surface care, adding unique scents such as aloe vera, almond and tundra spring to its cleaning liquids and sprays.

Supporting the local economy

One of the most significant trends in Finland in 2018 was an appreciation of products with domestic origins, with “Finnishness” also being highlighted in surface care. Local manufacturers such as Sinituote and KiiltoClean emphasised their local origins by using the Key Flag symbol on their packaging.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Surface Care in Finland

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

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

The Surface 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 Surface Care in Finland?
  • What are the major brands in Finland?
  • What are the fastest growth categories within surface care?
  • What are the key new product launches in the polishes market?

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.

Surface Care in Finland - Category analysis

HEADLINES

PROSPECTS

Struggling with maturity
Ingredient safety and environmental friendliness matter
Consumers demand ease of use and efficiency

COMPETITIVE LANDSCAPE

Surface care a fiercely contested category
Adding value to surface care
Supporting the local economy

CATEGORY DATA

Table 1 Sales of Surface Care by Category: Value 2013-2018
Table 2 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 3 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 4 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Surface Care: % Value 2014-2018
Table 6 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 7 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 8 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 9 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 10 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Home Care in Finland - Industry Overview

EXECUTIVE SUMMARY

Home care records positive but slow growth in 2018
Maturity counterbalanced by the offer of safety, efficiency and convenience
Intense competition demands successful strategies
New product developments indicate emerging trends
Stronger performance anticipated over the forecast period

MARKET INDICATORS

Table 11 Households 2013-2018

MARKET DATA

Table 12 Sales of Home Care by Category: Value 2013-2018
Table 13 Sales of Home Care by Category: % Value Growth 2013-2018
Table 14 NBO Company Shares of Home Care: % Value 2014-2018
Table 15 LBN Brand Shares of Home Care: % Value 2015-2018
Table 16 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 17 Distribution of Home Care by Format: % Value 2013-2018
Table 18 Distribution of Home Care by Format and Category: % Value 2018
Table 19 Forecast Sales of Home Care by Category: Value 2018-2023
Table 20 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources