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?
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
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
