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Beauty and Personal Care in Finland

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    Report

  • 128 Pages
  • May 2023
  • Region: Finland
  • Euromonitor International
  • ID: 2544883
Beauty and personal care market in Finland in 2022 enjoyed a period of robust value growth, as certain categories and product areas continued to recover from the lingering effects of the COVID-19 pandemic. This growth was further augmented by a resurgence in manufacturer and retailer activity, which had previously been stifled as numerous industry players were compelled to delay their product launches and promotional campaigns in the face of the pandemic's uncertainty.

The Beauty and Personal Care in Finland report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2018-2022, allowing you to identify the sectors driving growth. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun 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 Beauty and Personal 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.
The publisher has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, the publisher has a unique capability to develop reliable information resources to help drive informed strategic planning.

Table of Contents

BEAUTY AND PERSONAL CARE IN FINLAND
EXECUTIVE SUMMARY
  • Beauty and personal care in 2022: The big picture
  • 2022 key trends
  • Competitive landscape
  • Retailing developments
  • What next for beauty and personal care?
MARKET DATA
  • Table 1 Sales of Beauty and Personal Care by Category: Value 2017-2022
  • Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
  • Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
  • Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
  • Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
  • Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2017-2022
  • Table 7 Distribution of Beauty and Personal Care by Format: % Value 2017-2022
  • Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
  • Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
  • Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN FINLAND
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Positive growth driven by recovery of colour cosmetics in 2022
  • Lumene maintains leadership as players upgrade their portfolios
  • Players show renewed energy in post-pandemic landscape
PROSPECTS AND OPPORTUNITIES
  • Growth to remain steadily positive, with consumers focusing more on sustainability
  • Domestic brands set to see greater demand as Lumene continues to set the standard
  • Though maturity beckons, mass skin care will benefit from greater focus on skin health
CATEGORY DATA
  • Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
  • Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
  • Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
  • Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
  • Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
  • Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027
PREMIUM BEAUTY AND PERSONAL CARE IN FINLAND
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Sales boosted by post-pandemic rise of colour cosmetics in 2022
  • Premium unisex fragrances benefits from immaturity and frequent new product launches
  • Premium hair care suffers from shift towards salons and innovation in mass hair care
PROSPECTS AND OPPORTUNITIES
  • Growth to improve towards end of forecast period, with unisex fragrances holding much potential
  • Domestic players set to rise
  • Premium players must invest in innovation to retain consumer interest
CATEGORY DATA
  • Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
  • Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
  • Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
  • Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
  • Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
  • Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027
BABY AND CHILD-SPECIFIC PRODUCTS IN FINLAND
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Sales slow as birth rates fall in 2022
  • Increased focus on sensitive skin drives development
  • Parents shift towards natural ingredients and organic products
PROSPECTS AND OPPORTUNITIES
  • Shift to natural and organic offerings will support value sales
  • Private label to gain greater ground
  • As competition intensifies, players deploy innovate marketing strategies to grab attention
CATEGORY DATA
  • Table 23 Sales of Baby and Child-specific Products by Category: Value 2017-2022
  • Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
  • Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
  • Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
  • Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
  • Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2019-2022
  • Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
  • Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
  • Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
  • Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
  • Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027
BATH AND SHOWER IN FINLAND
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Mature category sees low value growth and dips in volume sales in 2022
  • Hand sanitisers and liquid soaps remain relevant despite declining growth post-pandemic
  • Intimate hygiene rises fastest in 2022
PROSPECTS AND OPPORTUNITIES
  • Volume sales may suffer over the forecast period
  • Private label to rise in perception thanks to value-added offerings
  • Natural, organic and sustainability trends to resurge after initial slowdown
CATEGORY DATA
  • Table 34 Sales of Bath and Shower by Category: Value 2017-2022
  • Table 35 Sales of Bath and Shower by Category: % Value Growth 2017-2022
  • Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
  • Table 37 NBO Company Shares of Bath and Shower: % Value 2018-2022
  • Table 38 LBN Brand Shares of Bath and Shower: % Value 2019-2022
  • Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
  • Table 40 Forecast Sales of Bath and Shower by Category: Value 2022-2027
  • Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
  • Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027
COLOUR COSMETICS IN FINLAND
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Colour cosmetics bounces back post-pandemic
  • Lip products leads growth in 2022
  • Premium colour cosmetics waxes and wanes
PROSPECTS AND OPPORTUNITIES
  • Varying fortunes for mass and premium segments, while domestic players focus more on local appeal
  • Demand for affordable options will continue amid growing green and cruelty-free concerns
  • Rising demand for lower-cost, multi-purpose products, as setting sprays set to see further growth
CATEGORY DATA
  • Table 43 Sales of Colour Cosmetics by Category: Value 2017-2022
  • Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
  • Table 45 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
  • Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
  • Table 47 LBN Brand Shares of Eye Make-up: % Value 2019-2022
  • Table 48 LBN Brand Shares of Facial Make-up: % Value 2019-2022
  • Table 49 LBN Brand Shares of Lip Products: % Value 2019-2022
  • Table 50 LBN Brand Shares of Nail Products: % Value 2019-2022
  • Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
  • Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
  • Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027
DEODORANTS IN FINLAND
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Value sales driven by natural and organic alternatives
  • Niche areas see greater growth
  • Multinationals maintain leadership in 2022
PROSPECTS AND OPPORTUNITIES
  • Higher-priced options to drive overall value growth
  • Key Flat Symbol to become more prevalent
  • Expansion in fragrances line extensions expected, while e-commerce will continue to rise
CATEGORY DATA
  • Table 54 Sales of Deodorants by Category: Value 2017-2022
  • Table 55 Sales of Deodorants by Category: % Value Growth 2017-2022
  • Table 56 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
  • Table 57 NBO Company Shares of Deodorants: % Value 2018-2022
  • Table 58 LBN Brand Shares of Deodorants: % Value 2019-2022
  • Table 59 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
  • Table 60 Forecast Sales of Deodorants by Category: Value 2022-2027
  • Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
  • Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027
DEPILATORIES IN FINLAND
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Shifting consumer trends underscore volume decline in 2022
  • Sustainability remains central concern
  • Private label expands within depilatories
PROSPECTS AND OPPORTUNITIES
  • Current value sales will rise as volume sales continue to fall
  • Sustainability to continue to shape landscape as private label rises
  • Hair removers/bleaches to rise fastest from low sales base
CATEGORY DATA
  • Table 63 Sales of Depilatories by Category: Value 2017-2022
  • Table 64 Sales of Depilatories by Category: % Value Growth 2017-2022
  • Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2018-2022
  • Table 66 NBO Company Shares of Depilatories: % Value 2018-2022
  • Table 67 LBN Brand Shares of Depilatories: % Value 2019-2022
  • Table 68 Forecast Sales of Depilatories by Category: Value 2022-2027
  • Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027
FRAGRANCES IN FINLAND
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Positive trends persist in 2022
  • Growth led by premium unisex fragrances
  • Lower-cost mass fragrances see rising interest
PROSPECTS AND OPPORTUNITIES
  • New developments expected in mass unisex fragrances and from local players
  • Limited-edition lines to drive value sales as premium segment sees new line extensions
  • Smaller pack sizes to gain greater traction, and natural trend will drive development
CATEGORY DATA
  • Table 70 Sales of Fragrances by Category: Value 2017-2022
  • Table 71 Sales of Fragrances by Category: % Value Growth 2017-2022
  • Table 72 NBO Company Shares of Fragrances: % Value 2018-2022
  • Table 73 LBN Brand Shares of Fragrances: % Value 2019-2022
  • Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
  • Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
  • Table 76 Forecast Sales of Fragrances by Category: Value 2022-2027
  • Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027
HAIR CARE IN FINLAND
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Uninspiring performance from overall category in 2022
  • Continued post-pandemic recovery for salon professional hair care
  • Natural trend rises, supporting demand in conditioners and treatments
PROSPECTS AND OPPORTUNITIES
  • Volume growth to pick up as consumer confidence rises later in the forecast period, and domestic players to expand
  • Salon professional hair care to lead growth while sustainability concerns continue
  • Perms and relaxants will continue to decline
CATEGORY DATA
  • Table 78 Sales of Hair Care by Category: Value 2017-2022
  • Table 79 Sales of Hair Care by Category: % Value Growth 2017-2022
  • Table 80 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
  • Table 81 NBO Company Shares of Hair Care: % Value 2018-2022
  • Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
  • Table 83 LBN Brand Shares of Hair Care: % Value 2019-2022
  • Table 84 LBN Brand Shares of Colourants: % Value 2019-2022
  • Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
  • Table 86 LBN Brand Shares of Styling Agents: % Value 2019-2022
  • Table 87 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
  • Table 88 Forecast Sales of Hair Care by Category: Value 2022-2027
  • Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
  • Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027
MEN'S GROOMING IN FINLAND
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Volume decline slowed by several new product launches
  • Men’s skin care rises fastest as natural trend expands throughout category
  • Men’s hair care suffers from product withdrawals
PROSPECTS AND OPPORTUNITIES
  • Volume growth to remain in decline, though local players will garner greater interest
  • Optimistic outlook for mass men’s skin care
  • Mass men’s fragrances holds potential for further growth, and sustainability trends will rise
CATEGORY DATA
  • Table 91 Sales of Men’s Grooming by Category: Value 2017-2022
  • Table 92 Sales of Men’s Grooming by Category: % Value Growth 2017-2022
  • Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
  • Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
  • Table 95 NBO Company Shares of Men’s Grooming: % Value 2018-2022
  • Table 96 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
  • Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
  • Table 98 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
  • Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027
ORAL CARE IN FINLAND
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Added-value toothpastes support current value sales in 2022
  • New product launches feature increased natural ingredients and boast eco-friendly status
  • Local consumers happier to spend more for electric toothbrushes
PROSPECTS AND OPPORTUNITIES
  • Volume sales to struggle amid economic uncertainty
  • Intensifying competition will give rise to price wars, with value growth driven by added-value toothpastes and teeth whitening to become more popular
  • Players to lose interest in waning subcategories, with electric toothbrushes as key growth drivers
CATEGORY DATA
  • Table 100 Sales of Oral Care by Category: Value 2017-2022
  • Table 101 Sales of Oral Care by Category: % Value Growth 2017-2022
  • Table 102 Sales of Toothbrushes by Category: Value 2017-2022
  • Table 103 Sales of Toothbrushes by Category: % Value Growth 2017-2022
  • Table 104 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
  • Table 105 NBO Company Shares of Oral Care: % Value 2018-2022
  • Table 106 LBN Brand Shares of Oral Care: % Value 2019-2022
  • Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2019-2022
  • Table 108 LBN Brand Shares of Toothpaste: % Value 2019-2022
  • Table 109 Forecast Sales of Oral Care by Category: Value 2022-2027
  • Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
  • Table 111 Forecast Sales of Toothbrushes by Category: Value 2022-2027
  • Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027
SKIN CARE IN FINLAND
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Positive growth for skin care in 2022
  • Natural ingredients see rising demand, bolstered by sensitive skin among local consumers
  • Skin care sets/kits see sales supported by promotional activities
PROSPECTS AND OPPORTUNITIES
  • Positive growth forecast, with premium and mass segments set to record contrasting trajectories
  • Skin care sets/kits to continue rising
  • Skinimalism trend to gather pace and push sales in natural products, as e-commerce continues to expand
CATEGORY DATA
  • Table 113 Sales of Skin Care by Category: Value 2017-2022
  • Table 114 Sales of Skin Care by Category: % Value Growth 2017-2022
  • Table 115 NBO Company Shares of Skin Care: % Value 2018-2022
  • Table 116 LBN Brand Shares of Skin Care: % Value 2019-2022
  • Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2019-2022
  • Table 118 LBN Brand Shares of Anti-agers: % Value 2019-2022
  • Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2019-2022
  • Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2019-2022
  • Table 121 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
  • Table 122 Forecast Sales of Skin Care by Category: Value 2022-2027
  • Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027
SUN CARE IN FINLAND
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Volume sales dip slightly, with competition increasing from SPF products in skin care and make-up
  • Renewed vigour from players post-pandemic creates space for new brands and products
  • Consumers shift to natural and dermocosmetic alternatives, as premium players focus on differentiation and improved quality
PROSPECTS AND OPPORTUNITIES
  • Environmental trends set to gather pace
  • Domestic players will increase focus on domestic tourists and local demand
  • As e-commerce rises, social media will become greater force in boosting sales
CATEGORY DATA
  • Table 124 Sales of Sun Care by Category: Value 2017-2022
  • Table 125 Sales of Sun Care by Category: % Value Growth 2017-2022
  • Table 126 NBO Company Shares of Sun Care: % Value 2018-2022
  • Table 127 LBN Brand Shares of Sun Care: % Value 2019-2022
  • Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
  • Table 129 Forecast Sales of Sun Care by Category: Value 2022-2027
  • Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027