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Home Care in Estonia

  • ID: 2509900
  • Report
  • Region: Estonia
  • 46 pages
  • Euromonitor International
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In current value terms, home care performed better in 2018 compared to the review period overall. However, retail volume sales continued to decline, indicating that trading up had intensified in Estonia, while price-sensitivity continued to diminish. Wages and salaries are increasing in the country, while inflation has remained relatively low resulting in growth in disposable incomes.

The 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 2023 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.
Note: Product cover images may vary from those shown
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HOME CARE IN ESTONIA

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
Note: Product cover images may vary from those shown
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