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Convenience Preferred Amid Economic Uncertainty
Home care in Estonia experienced a marginal decline in retail value sales in 2025, due to economic uncertainty and a VAT increase to 24%. Despite this challenging environment, certain categories such as automatic dishwashing demonstrated growth, driven by the increasing penetration of dishwashers in households, which stood at 47% in 2025. Laundry care remained the largest category, supported by the high possession of washing machines among Estonian households at 97%. Home care is forecast to grow at a current value CAGR of 3% to reach EUR86 million by 2030, driven by a shift towards more convenient product formats and multifunctionality. Brands should focus on innovation, marketing efforts and capitalising on convenience to succeed.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home Care in Estonia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home Care in Estonia?
- Which are the leading brands in Home Care in Estonia?
- How are products distributed in Home Care in Estonia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Estonia
Convenience Preferred Amid Economic Uncertainty
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Convenience Preferred Amid Economic Uncertainty
Laundry Care and Dishwashing Lead Estonian Home Care Sales
Multifunctional and Cost-Effective Products Remain Prominent
Chart 2 Multi Purpose Cleaners as a Crisis Winner
Lidl’S Private Label Drives Growth
Chart 3 Lidl Grows in Estonia, Latest among the Baltic States
Chart 4 Value Sales 2020-2030
Chart 5 Volume Sales 2020-2030
Chart 6 Value Sales by Category 2025
Economic Factors to Drive Home Care Growth
Chart 7 Analyst Insight for Home Care
Private Label Expansion Set to Continue with Lidl
Chart 8 Forecast Value Sales 2020-2030
Chart 9 Forecast Value Sales by Category 2025-2030
Procter & Gamble and Henkel Maintain Leading Positions
Chart 10 Company Shares 2025
Chart 11 Brand Shares 2025
Hypermarkets and Supermarkets Lead Home Care Distribution
Retail E-Commerce Drives Growth with Convenience and Expansion
Chart 12 Retail Channels 2020-2025
Chart 13 Economic Context for Home Care
Chart 14 Real GDP Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Home Care
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Air Care in Estonia
Key Data Insights
Fragrance and Combined Scents Enable Companies to Differentiate Themselves
Chart 20 Key Industry Trends for Air Care
Fragrance and Combined Scents Enable Companies to Differentiate Themselves
Spray/Aerosol Air Fresheners Perform Well Despite Volume Decline
Liquid Air Fresheners Drive Growth with Premium Scents
Chart 21 Value Sales 2020-2030
Chart 22 Volume Sales 2020-2030
Chart 23 Value Sales by Category 2025
Premium Products to Drive Retail Value Growth in Air Care
Spray/Aerosol Air Fresheners to Remain Preferred
Chart 24 Forecast Value Sales 2020-2030
Chart 25 Forecast Value Sales by Category 2025-2030
Leading Players Drive Concentration with Premium Offerings
Chart 26 Company Shares 2025
Chart 27 Brand Shares 2025
Supermarkets and Hypermarkets Lead Air Care Distribution
Retail E-Commerce Gains Traction in Air Care Distribution
Chart 28 Retail Channels 2020-2025
Chart 29 Economic Context for Air Care
Chart 30 Real GDP Growth 2020-2030
Chart 31 Inflation 2020-2030
Chart 32 Consumer Context for Air Care
Chart 33 Population 2020-2030
Chart 34 Consumer Expenditure 2020-2030
Chart 35 Population by Generation 2025
Bleach in Estonia
Key Data Insights
Competition From Other Categories Hampers Growth
Chart 36 Key Industry Trends for Bleach
Competition From Other Categories Hampers Growth
Chart 37 Value Sales 2020-2030
Chart 38 Volume Sales 2020-2030
Safer Alternatives to Bleach Expected to Be Preferred
Chart 39 Forecast Value Sales 2020-2030
Fater Spa Maintains Dominance in Bleach
Chart 40 Company Shares 2025
Chart 41 Brand Shares 2025
Supermarkets and Hypermarkets Dominate Bleach Sales in Estonia
Retail E-Commerce Slowly Gains Traction with Major Retailers
Chart 42 Retail Channels 2020-2025
Chart 43 Economic Context for Bleach
Chart 44 Real GDP Growth 2020-2030
Chart 45 Inflation 2020-2030
Chart 46 Consumer Context for Bleach
Chart 47 Population 2020-2030
Chart 48 Consumer Expenditure 2020-2030
Chart 49 Population by Generation 2025
Dishwashing in Estonia
Key Data Insights
Automatic Dishwashing Drives Sales Growth
Chart 50 Key Industry Trends for Dishwashing
Automatic Dishwashing Drives Sales Growth
Lidl Expands Private Label Products in Estonia
Demand for Sustainable Dishwashing Products Rises
Chart 51 Fairy Launches Pure & Clean, 0% Perfumes. 0% Dyes Product.
Chart 52 Value Sales 2020-2030
Chart 53 Volume Sales 2020-2030
Chart 54 Value Sales by Category 2025
Consumers to Drive Demand for Convenient Dishwashing Solutions
Chart 55 Forecast Value Sales 2020-2030
Chart 56 Forecast Value Sales by Category 2025-2030
Procter & Gamble and Reckitt Benckiser Lead Dishwashing Sales
Chart 57 Company Shares 2025
Chart 58 Brand Shares 2025
Other Non-Grocery Retailers, Supermarkets and Hypermarkets Lead Dishwashing Distribution
Retail E-Commerce Gains Traction in Dishwashing
Chart 59 Retail Channels 2020-2025
Chart 60 Economic Context for Dishwashing
Chart 61 Real GDP Growth 2020-2030
Chart 62 Inflation 2020-2030
Chart 63 Consumer Context for Dishwashing
Chart 64 Population 2020-2030
Chart 65 Consumer Expenditure 2020-2030
Chart 66 Population by Generation 2025
Home Insecticides in Estonia
Key Data Insights
Cold Summer Dampens Demand for Insect Control Products in Urban Areas
Chart 67 Key Industry Trends for Home Insecticides
Cold Summer Dampens Demand for Insect Control Products in Urban Areas
Chart 68 Changing Climate Impacts Urban Insect Environment
Chart 69 Value Sales 2020-2030
Chart 70 Volume Sales 2020-2030
Chart 71 Value Sales by Category 2025
Weather Set to Improve Home Insecticide Sales
Consumer Demand to Drive Presence of Greener Insecticides
Chart 72 Forecast Value Sales 2020-2030
Chart 73 Forecast Value Sales by Category 2025-2030
SC Johnson and Bros Lead Market
Chart 74 Company Shares 2025
Chart 75 Brand Shares 2025
Hypermarkets and Supermarkets Lead Home Insecticide Sales
Retail E-Commerce Gains Traction Slowly with Major Retailers
Chart 76 Retail Channels 2020-2025
Chart 77 Economic Context for Home Insecticides
Chart 78 Real GDP Growth 2020-2030
Chart 79 Inflation 2020-2030
Chart 80 Consumer Context for Home Insecticides
Chart 81 Population 2020-2030
Chart 82 Consumer Expenditure 2020-2030
Chart 83 Population by Generation 2025
Laundry Care in Estonia
Key Data Insights
Laundry Care Products in Estonia Face Overall Decline
Chart 84 Key Industry Trends for Laundry Care
Laundry Care Products in Estonia Face Overall Decline
Lidl Expands with Private Label Products during Economic Uncertainty
Chart 85 Lidl Is Growing with Private Labell in Estonia, From Low Base
Sustainability and Better-For-You Options Drive Innovation
Chart 86 Better for You Options Still Strong in Estonia
Chart 87 Value Sales 2020-2030
Chart 88 Volume Sales 2020-2030
Chart 89 Value Sales by Category 2025
Estonian Laundry Care Expected to Recover Slowly
Sustainability and Private Label Expansion to Shape Laundry Care
Chart 90 Analyst Insight for Laundry Care
Chart 91 Forecast Value Sales 2020-2030
Chart 92 Forecast Value Sales by Category 2025-2030
Henkel and Procter & Gamble Maintain Lead in Estonian Laundry Care
Chart 93 Company Shares 2025
Chart 94 Brand Shares 2025
Hypermarkets and Supermarkets Lead Laundry Care Distribution
Retail E-Commerce Gains Traction in Laundry Care Sales
Chart 95 Retail Channels 2020-2025
Chart 96 Economic Context for Laundry Care e
Chart 97 Real GDP Growth 2020-2030
Chart 98 Inflation 2020-2030
Chart 99 Consumer Context for Laundry Care
Chart 100 Population 2020-2030
Chart 101 Consumer Expenditure 2020-2030
Chart 102 Population by Generation 2025
Polishes in Estonia
Key Data Insights
Polishes Sales Decline Driven by Lifestyle and Fashion Changes
Chart 103 Key Industry Trends for Polishes
Polishes Sales Decline Driven by Lifestyle and Fashion Changes
Chart 104 Value Sales 2020-2030
Chart 105 Volume Sales 2020-2030
Chart 106 Value Sales by Category 2025
Chart 107 Specific Products for White Sneakers Grow
Shoe Polish to Continue Leading Sales
Premium Shoe Polish to Gain Traction in Specialist Stores
Chart 108 Forecast Value Sales 2020-2030
Chart 109 Forecast Value Sales by Category 2025-2030
Ritico and Mcbride Drive Polishes Growth
Chart 110 Company Shares 2025
Chart 111 Brand Shares 2025
Supermarkets and Hypermarkets Dominate Distribution of Polishes
Retail E-Commerce Slowly Gains Traction in Polishes
Chart 112 Retail Channels 2020-2025
Chart 113 Economic Context for Polishes
Chart 114 Real GDP Growth 2020-2030
Chart 115 Inflation 2020-2030
Chart 116 Consumer Context for Polishes
Chart 117 Population 2020-2030
Chart 118 Consumer Expenditure 2020-2030
Chart 119 Population by Generation 2025
Surface Care in Estonia
Key Data Insights
Sprays and Multi-Purpose Cleaners Fuel Surface Care
Chart 120 Key Industry Trends for Surface Care
Sprays and Multi-Purpose Cleaners Fuel Surface Care
Chart 121 Spray Format Is Much More Convenient for Usage and Market Players Follow This Trend
Private Labels Reshape Surface Care Landscape
Chart 122 Value Sales 2020-2030
Chart 123 Volume Sales 2020-2030
Chart 124 Value Sales by Category 2025
Multi-Purpose Cleaners to Drive Growth Despite Economic Uncertainty
Local Eco-Friendly Brands to Gain Traction among Estonian Consumers
Chart 125 Forecast Value Sales 2020-2030
Chart 126 Forecast Value Sales by Category 2025-2030
Colgate-Palmolive and Unilever Maintain Dominant Positions
Chart 127 Company Shares 2025
Chart 128 Brand Shares 2025
Hypermarkets and Supermarkets Remain Main Distributors
Retail E-Commerce Gains Traction with Major Retailers
Chart 129 Retail Channels 2020-2025
Chart 130 Economic Context for Surface Care
Chart 131 Real GDP Growth 2020-2030
Chart 132 Inflation 2020-2030
Chart 133 Consumer Context for Surface Care
Chart 134 Population 2020-2030
Chart 135 Consumer Expenditure 2020-2030
Chart 136 Population by Generation 2025
Toilet Care in Estonia
Key Data Insights
Major Players Drive Innovation with New Scents
Chart 137 Key Industry Trends for Toilet Care
Major Players Drive Innovation with New Scents
Economic Uncertainty Fuels Promotional Activity
Chart 138 Value Sales 2020-2030
Chart 139 Volume Sales 2020-2030
Chart 140 Value Sales by Category 2025
Toilet Liquids/Foam Expected to Drive Growth
Greener Toilet Care to Emerge as a Key Trend
Chart 141 Forecast Value Sales 2020-2030
Chart 142 Forecast Value Sales by Category 2025-2030
Leading Companies Maintain Grip through Established Brands
Chart 143 Company Shares 2025
Chart 144 Brand Shares 2025
Supermarkets and Hypermarkets Lead Toilet Care Distribution
Retail E-Commerce Slowly Gains Traction in Toilet Care
Chart 145 Retail Channels 2020-2025
Chart 146 Economic Context for Toilet Care
Chart 147 Real GDP Growth 2020-2030
Chart 148 Inflation 2020-2030
Chart 149 Consumer Context for Toilet Care
Chart 150 Population 2020-2030
Chart 151 Consumer Expenditure 2020-2030
Chart 152 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
See all of our definitions
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This report originates from Passport, our Home Care research and analysis database.
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