Home Care in Estonia
With continuing economic uncertainty, as a result of the Russian invasion of Ukraine, home care registered muted volume growth, in spite of an increased population, due to the arrival of a significant number of immigrants from Ukraine. Also, while inflation eased significantly compared with the previous year, it was still an issue, and constant value sales were unchanged, as rising costs continued to hit profitability.
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 2028 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.
- Home Care in Estonia
- Euromonitor International
- February 2024
- List Of Contents And Tables
- HOME CARE IN ESTONIA
- EXECUTIVE SUMMARY
- Home care in 2023: The big picture
- 2023 key trends
- Competitive landscape
- Retailing developments
- What next for home care?
- MARKET INDICATORS
- Table 1 Households 2018-2023
- MARKET DATA
- Table 2 Sales of Home Care by Category: Value 2018-2023
- Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
- Table 4 NBO Company Shares of Home Care: % Value 2019-2023
- Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
- Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
- Table 7 Distribution of Home Care by Format: % Value 2018-2023
- Table 8 Distribution of Home Care by Format and Category: % Value 2023
- Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
- Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
- DISCLAIMER
- SOURCES
- Summary 1 Research Sources
- LAUNDRY CARE IN ESTONIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Muted constant value and volume growth
- Colour safe laundry bleach performs well
- Procter & Gamble and Henkel hold on to strong leads
- PROSPECTS AND OPPORTUNITIES
- Liquid tablet detergents register highest growth
- E-commerce continues high growth trajectory
- Lidl poised to emerge as serious competitor
- CATEGORY INDICATORS
- Table 11 Household Possession of Washing Machines 2018-2023
- CATEGORY DATA
- Table 12 Sales of Laundry Care by Category: Value 2018-2023
- Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
- Table 14 Sales of Laundry Aids by Category: Value 2018-2023
- Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
- Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
- Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
- Table 18 NBO Company Shares of Laundry Care: % Value 2019-2023
- Table 19 LBN Brand Shares of Laundry Care: % Value 2020-2023
- Table 20 NBO Company Shares of Laundry Aids: % Value 2019-2023
- Table 21 LBN Brand Shares of Laundry Aids: % Value 2020-2023
- Table 22 NBO Company Shares of Laundry Detergents: % Value 2019-2023
- Table 23 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
- Table 24 Forecast Sales of Laundry Care by Category: Value 2023-2028
- Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
- DISHWASHING IN ESTONIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Automatic dishwashing powders register highest volume growth, due to affordability
- Reduced purchasing power drove volume growth in hand dishwashing
- Reckitt Benckiser continues to lead
- PROSPECTS AND OPPORTUNITIES
- Further growth in automatic dishwashing
- Automatic dishwashing powders registers highest volume growth
- Consumers increasingly look for eco-friendly products
- CATEGORY INDICATORS
- Table 26 Household Possession of Dishwashers 2017-2022
- CATEGORY DATA
- Table 27 Sales of Dishwashing by Category: Value 2018-2023
- Table 28 Sales of Dishwashing by Category: % Value Growth 2018-2023
- Table 29 NBO Company Shares of Dishwashing: % Value 2019-2023
- Table 30 LBN Brand Shares of Dishwashing: % Value 2020-2023
- Table 31 Forecast Sales of Dishwashing by Category: Value 2023-2028
- Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
- SURFACE CARE IN ESTONIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Multi-purpose cleaners and descalers perform strongly
- Colgate-Palmolive continues to lead surface care
- New product development focuses on improved formulas and convenient packaging
- PROSPECTS AND OPPORTUNITIES
- Increased shift to specialised cleaners
- Lidl poised to emerge as serious competitor
- Gradual emergence of greener brands in surface care
- CATEGORY DATA
- Table 33 Sales of Surface Care by Category: Value 2018-2023
- Table 34 Sales of Surface Care by Category: % Value Growth 2018-2023
- Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
- Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
- Table 37 NBO Company Shares of Surface Care: % Value 2019-2023
- Table 38 LBN Brand Shares of Surface Care: % Value 2020-2023
- Table 39 Forecast Sales of Surface Care by Category: Value 2023-2028
- Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
- BLEACH IN ESTONIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Fall in volume sales for bleach
- Procter & Gamble retains dominance
- Bleach faces threat from alternative products such as surface and toilet care
- PROSPECTS AND OPPORTUNITIES
- Bleach registers further volume decline over forecast period
- Older consumer base remains loyal
- Ace continues to dominate competitive landscape
- CATEGORY DATA
- Table 41 Sales of Bleach: Value 2018-2023
- Table 42 Sales of Bleach: % Value Growth 2018-2023
- Table 43 NBO Company Shares of Bleach: % Value 2019-2023
- Table 44 LBN Brand Shares of Bleach: % Value 2020-2023
- Table 45 Forecast Sales of Bleach: Value 2023-2028
- Table 46 Forecast Sales of Bleach: % Value Growth 2023-2028
- TOILET CARE IN ESTONIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Toilet liquids/foam still the most popular product
- Henkel continues to have strong lead
- Price competition remains fierce in toilet care
- PROSPECTS AND OPPORTUNITIES
- Existing dynamics continue over forecast period
- Lidl poised to emerge as serious competitor
- Further development of greener toilet care
- CATEGORY DATA
- Table 47 Sales of Toilet Care by Category: Value 2018-2023
- Table 48 Sales of Toilet Care by Category: % Value Growth 2018-2023
- Table 49 NBO Company Shares of Toilet Care: % Value 2019-2023
- Table 50 LBN Brand Shares of Toilet Care: % Value 2020-2023
- Table 51 Forecast Sales of Toilet Care by Category: Value 2023-2028
- Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
- POLISHES IN ESTONIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Marginal volume growth in polishes in 2023
- Ritico continues to lead
- Surface care products pose increasing threat
- PROSPECTS AND OPPORTUNITIES
- Further fall in constant value sales over forecast period
- Little innovation as other more flexible cleaning products gain value share
- Lidl poised to emerge as significant competitor
- CATEGORY DATA
- Table 53 Sales of Polishes by Category: Value 2018-2023
- Table 54 Sales of Polishes by Category: % Value Growth 2018-2023
- Table 55 NBO Company Shares of Polishes: % Value 2019-2023
- Table 56 LBN Brand Shares of Polishes: % Value 2020-2023
- Table 57 Forecast Sales of Polishes by Category: Value 2023-2028
- Table 58 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
- AIR CARE IN ESTONIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Liquid air fresheners sees volume sales increase by a fifth
- Spray/aerosol air fresheners account for most volume sales
- Reckitt Benckiser holds on to strong lead with Air Wick
- PROSPECTS AND OPPORTUNITIES
- Liquid air fresheners continues high growth trajectory
- New launches to expand “other” air care
- Environmental and health concerns impact offerings in air care
- CATEGORY DATA
- Table 59 Sales of Air Care by Category: Value 2018-2023
- Table 60 Sales of Air Care by Category: % Value Growth 2018-2023
- Table 61 NBO Company Shares of Air Care: % Value 2019-2023
- Table 62 LBN Brand Shares of Air Care: % Value 2020-2023
- Table 63 Forecast Sales of Air Care by Category: Value 2023-2028
- Table 64 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
- HOME INSECTICIDES IN ESTONIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Insecticide baits register highest volume growth
- Spray/aerosols insecticides continue to be most popular format
- Kapo passes out Raid as most popular brand
- PROSPECTS AND OPPORTUNITIES
- Insecticide baits continue high growth trajectory
- Fall in volume sales for electric insecticides
- More demand for greener home insecticides over forecast period
- CATEGORY DATA
- Table 65 Sales of Home Insecticides by Category: Value 2018-2023
- Table 66 Sales of Home Insecticides by Category: % Value Growth 2018-2023
- Table 67 NBO Company Shares of Home Insecticides: % Value 2019-2023
- Table 68 LBN Brand Shares of Home Insecticides: % Value 2020-2023
- Table 69 Forecast Sales of Home Insecticides by Category: Value 2023-2028
- Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
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