Home Care in Estonia

HOME CARE IN ESTONIA

Euromonitor International

February 2019

LIST OF CONTENTS AND TABLES

Executive Summary

Home Care Continues To Mature, Yet Emerging Trends Offer Possibility for Development

Environmental and Health Concerns in Addition To Convenience Are Key Trends

Large Players Lead, Smaller Ones Are Emerging

Supermarkets and Hypermarkets Lead, Internet Retailing Develops Rapidly

Maturity Is Expected To Continue

Market Indicators

Table 1 Households 2013-2018

Market Data

Table 2 Sales of Home Care by Category: Value 2013-2018

Table 3 Sales of Home Care by Category: % Value Growth 2013-2018

Table 4 NBO Company Shares of Home Care: % Value 2014-2018

Table 5 LBN Brand Shares of Home Care: % Value 2015-2018

Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018

Table 7 Distribution of Home Care by Format: % Value 2013-2018

Table 8 Distribution of Home Care by Format and Category: % Value 2018

Table 9 Forecast Sales of Home Care by Category: Value 2018-2023

Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Sources

Summary 1 Research Sources

Headlines

Prospects

Estonians Are Trading Up

Estonians Prefer Less Artificial and More Natural Fragrances

Liquid Air Fresheners Developing, While Spray/aerosol Format Matures

Competitive Landscape

Reckitt Benckiser With Air Wick Has Clear Leadership

Targeting Cheapest Price Is No Longer Successful Strategy

New Players Are Emerging

Category Data

Table 11 Sales of Air Care by Category: Value 2013-2018

Table 12 Sales of Air Care by Category: % Value Growth 2013-2018

Table 13 NBO Company Shares of Air Care: % Value 2014-2018

Table 14 LBN Brand Shares of Air Care: % Value 2015-2018

Table 15 Forecast Sales of Air Care by Category: Value 2018-2023

Table 16 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Headlines

Prospects

No Development in Bleach

Bleach Providers Move Positioning Away From Cleaning

Bleach Does Not Align With Rising Health and Environmental Awareness

Competitive Landscape

the Procter & Gamble Co Dominates

Local Players Have Withdrawn From Bleach

Stagnation in Competitive Landscape Is Expected

Category Data

Table 17 Sales of Bleach: Value 2013-2018

Table 18 Sales of Bleach: % Value Growth 2013-2018

Table 19 NBO Company Shares of Bleach: % Value 2014-2018

Table 20 LBN Brand Shares of Bleach: % Value 2015-2018

Table 21 Forecast Sales of Bleach: Value 2018-2023

Table 22 Forecast Sales of Bleach: % Value Growth 2018-2023

Headlines

Prospects

Increase in Living Standards Boosts Dishwasher Penetration

Automatic Dishwashing Outperforms Hand Dishwashing

Growing Maturity Is Projected for Hand Dishwashing

Competitive Landscape

the Procter & Gamble Co Holds Significant Lead

Local Player Mayeri Industries Offers Competition To Internationals

Werner & Mertz GmbH Records Fastest Value Growth

Category Indicators

Table 23 Household Possession of Dishwashers 2013-2018

Category Data

Table 24 Sales of Dishwashing by Category: Value 2013-2018

Table 25 Sales of Dishwashing by Category: % Value Growth 2013-2018

Table 26 NBO Company Shares of Dishwashing: % Value 2014-2018

Table 27 LBN Brand Shares of Dishwashing: % Value 2015-2018

Table 28 Forecast Sales of Dishwashing by Category: Value 2018-2023

Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Headlines

Prospects

Increase in Living Standards Impacts Demand

Natural Aspects Are Strengthening in Importance

Consumers Are Willing To Pay More for Convenience

Competitive Landscape

SC Johnson & Son Leads, Bros Sp Zoo Spk Is Strongest Performer

Players Targeting Cheapest Price Without Quality Lose Importance

Development of Internet Retailing Offers Possibility for Niche Players

Category Data

Table 30 Sales of Home Insecticides by Category: Value 2013-2018

Table 31 Sales of Home Insecticides by Category: % Value Growth 2013-2018

Table 32 NBO Company Shares of Home Insecticides: % Value 2014-2018

Table 33 LBN Brand Shares of Home Insecticides: % Value 2015-2018

Table 34 Forecast Sales of Home Insecticides by Category: Value 2018-2023

Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Headlines

Prospects

Laundry Care With Natural Positioning Gaining Importance

No Options for Growing Demand

Declining Importance of Hand Washing

Competitive Landscape

International Corporations Lead

Local Player Mayeri Industries Strengthens Its Position

Successful Players Migrate To More Developing Formats

Category Indicators

Table 36 Household Possession of Washing Machines 2013-2018

Category Data

Table 37 Sales of Laundry Care by Category: Value 2013-2018

Table 38 Sales of Laundry Care by Category: % Value Growth 2013-2018

Table 39 Sales of Laundry Aids by Category: Value 2013-2018

Table 40 Sales of Laundry Aids by Category: % Value Growth 2013-2018

Table 41 Sales of Laundry Detergents by Category: Value 2013-2018

Table 42 Sales of Laundry Detergents by Category: % Value Growth 2013-2018

Table 43 NBO Company Shares of Laundry Care: % Value 2014-2018

Table 44 LBN Brand Shares of Laundry Care: % Value 2015-2018

Table 45 NBO Company Shares of Laundry Aids: % Value 2014-2018

Table 46 LBN Brand Shares of Laundry Aids: % Value 2015-2018

Table 47 NBO Company Shares of Laundry Detergents: % Value 2014-2018

Table 48 LBN Brand Shares of Laundry Detergents: % Value 2015-2018

Table 49 Forecast Sales of Laundry Care by Category: Value 2018-2023

Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Fluctuating Climate Maintains Demand for Shoe Polish

for Surface Types, Estonians Prefer Wood Over Metal

Modern Grocery Retailers Leads, Internet Retailing Develops the Fastest

Competitive Landscape

Local Player Focuses on Tradition

Natural Aspects in New Product Development Are Gaining Importance

Leading Player Focuses on Wide Assortment

Category Data

Table 51 Sales of Polishes by Category: Value 2013-2018

Table 52 Sales of Polishes by Category: % Value Growth 2013-2018

Table 53 NBO Company Shares of Polishes: % Value 2014-2018

Table 54 LBN Brand Shares of Polishes: % Value 2015-2018

Table 55 Forecast Sales of Polishes by Category: Value 2018-2023

Table 56 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Headlines

Prospects

Expanding Variety Could Lead To Specific Products

Demand for Professional Cleaning Services Likely To Grow

Increasing Health Concerns Influence Surface Care Landscape

Competitive Landscape

Larger Domestic Players Stagnate

Economies of Scale Support Large Multinationals

New and Interesting Players Emerge

Category Data

Table 57 Sales of Surface Care by Category: Value 2013-2018

Table 58 Sales of Surface Care by Category: % Value Growth 2013-2018

Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018

Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018

Table 61 NBO Company Shares of Surface Care: % Value 2014-2018

Table 62 LBN Brand Shares of Surface Care: % Value 2015-2018

Table 63 Forecast Sales of Surface Care by Category: Value 2018-2023

Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Toilet Liquids/foam Has Greatest Potential in Mature Landscape

Challenge To Find Balance Between Effectiveness and Natural Aspects

Aesthetic Aspects Counter Convenience in Demand for Itbs

Competitive Landscape

Large Multinationals Lead

Large Local Players Stagnate, New Smaller Ones Appear

Price-sensitivity Is Set To Diminish

Category Data

Table 65 Sales of Toilet Care by Category: Value 2013-2018

Table 66 Sales of Toilet Care by Category: % Value Growth 2013-2018

Table 67 NBO Company Shares of Toilet Care: % Value 2014-2018

Table 68 LBN Brand Shares of Toilet Care: % Value 2015-2018

Table 69 Forecast Sales of Toilet Care by Category: Value 2018-2023

Table 70 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023