Home Care in Estonia

Abstract
Most home care categories derived some benefit from the Coronavirus (COVID-19) pandemic in 2020, seeing a return to retail volume growth or higher increments than in 2019. Lockdown and home seclusion measures led to remote working, distance learning and few opportunities for socialising. As consumers spent long periods in the home, there was a renewed focus on the home environment. In light of the fear of contracting the virus, there was a strong focus on maintaining high personal hygiene and cl...

Euromonitor International's Home Care in Estonia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Content
Home Care in Estonia
February 2023

List Of Contents And Tables

HOME CARE IN ESTONIA
EXECUTIVE SUMMARY
Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2017-2022
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN ESTONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Eco-friendly and safety perceptions boost concentrated liquid detergents
Clothing care stimulates demand for fabric softeners and fresheners
Procter & Gamble and Henkel leverage strong brands and resources to maintain a clear lead
PROSPECTS AND OPPORTUNITIES
Concentrated liquid detergents to ride effectiveness and quality perceptions to post the fastest sales development
Residual health and wellness trend to pique interest in more natural, less toxic products
An omnichannel approach augurs well for e-commerce
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2017-2022
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2017-2022
Table 13 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 14 Sales of Laundry Aids by Category: Value 2017-2022
Table 15 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 16 Sales of Laundry Detergents by Category: Value 2017-2022
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 18 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 19 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 20 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 21 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 22 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 24 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
DISHWASHING IN ESTONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Multifunctional benefits boost automatic dishwashing liquids while water quality concerns increase the interest in dishwashing additives
Hand dishwashing continues to dominate as most households do not possess a dishwasher
Effective, eco-friendly and economical Fairy sees fast retail value growth
PROSPECTS AND OPPORTUNITIES
Automatic dishwashing liquids and tablets to make gains from hand dishwashing as the dishwasher possession rate continues to rise
Manufacturers to respond to rising health and wellness and eco-friendly trends
The success of Lidl to spur private label in dishwashing
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2017-2022
Table 28 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 29 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 30 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 31 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
SURFACE CARE IN ESTONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Residual hygiene and sanitation trend informs positive retail volume growth performance
Hygiene and disinfection concerns spur use of bathroom cleaners and home care disinfectants
Shift towards more specialised options increases pressure on Ajax and Cif
PROSPECTS AND OPPORTUNITIES
Convenience remains a key factor but a shift to specialised products is anticipated
Water quality deterioration to see more consumers turn to descalers
Eco-friendly and safer products to gain traction
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2017-2022
Table 34 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 37 NBO Company Shares of Surface Care: % Value 2018-2022
Table 38 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 39 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
BLEACH IN ESTONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Specialised home care products replace bleach
Consumers unwilling to pay higher prices for bleach
Procter & Gamble retains dominance of a weak competitive environment
PROSPECTS AND OPPORTUNITIES
Consumers set to shift to less harmful, more specialised products
Attractive price-quality ratio to stimulate interest in private label
Large modern retailers to continue to dominate bleach distribution
CATEGORY DATA
Table 41 Sales of Bleach: Value 2017-2022
Table 42 Sales of Bleach: % Value Growth 2017-2022
Table 43 NBO Company Shares of Bleach: % Value 2018-2022
Table 44 LBN Brand Shares of Bleach: % Value 2019-2022
Table 45 Forecast Sales of Bleach: Value 2022-2027
Table 46 Forecast Sales of Bleach: % Value Growth 2022-2027
TOILET CARE IN ESTONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Effectiveness and switch to specialised products boost toilet liquids/foam
Multifunctional and less harmful products stimulate interest in rim blocks and niche natural options
Henkel Balti leverages wide presence and innovation to stay ahead of the field
PROSPECTS AND OPPORTUNITIES
Growing awareness of toilet care options to sustain positive growth trajectory
Natural trend to increasingly penetrate toilet care
Launch of major discounter to disrupt distribution landscape
CATEGORY DATA
Table 47 Sales of Toilet Care by Category: Value 2017-2022
Table 48 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 49 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 50 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 51 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN ESTONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Multi-purpose products exert pressure on the use of polishes
Cleanliness and home interior trends contribute to the rising demand for furniture polish and metal polish, respectively
SC Johnson & Son offers wide choice to lead, while e-commerce creates opportunities for niche players
PROSPECTS AND OPPORTUNITIES
Changing trends to undermine use of polishes
Furniture and metal polishes to continue to see the fastest growth rates
E-commerce grows but modern grocery retailers to remain the leaders in distribution
CATEGORY DATA
Table 53 Sales of Polishes by Category: Value 2017-2022
Table 54 Sales of Polishes by Category: % Value Growth 2017-2022
Table 55 NBO Company Shares of Polishes: % Value 2018-2022
Table 56 LBN Brand Shares of Polishes: % Value 2019-2022
Table 57 Forecast Sales of Polishes by Category: Value 2022-2027
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
AIR CARE IN ESTONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Robust appreciation of clean, hygienic and pleasant ambiences sustains healthy retail volume growth
Revived premiumisation trend spurs liquid air fresheners
Reckitt Benckiser leverages high brand awareness to lead air care
PROSPECTS AND OPPORTUNITIES
Variety and premiumisation to spur growth in the liquid and gel formats
New arrivals to widen the presence and appeal of “other” air care
More natural, less artificial product offer to expand in line with the health and wellness trend
CATEGORY DATA
Table 59 Sales of Air Care by Category: Value 2017-2022
Table 60 Sales of Air Care by Category: % Value Growth 2017-2022
Table 61 NBO Company Shares of Air Care: % Value 2018-2022
Table 62 LBN Brand Shares of Air Care: % Value 2019-2022
Table 63 Forecast Sales of Air Care by Category: Value 2022-2027
Table 64 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
HOME INSECTICIDES IN ESTONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Spray/aerosol insecticides remains the go-to choice
Search for perceived safer options broadens format use
Strong marketing support keeps Raid top-of-mind
PROSPECTS AND OPPORTUNITIES
Spray/aerosol format to continue to drive home insecticides
Ecological aspect set to grow in importance in home insecticides
Room for development and growth for e-commerce and discounters
CATEGORY DATA
Table 65 Sales of Home Insecticides by Category: Value 2017-2022
Table 66 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 67 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 68 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 69 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027