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Home care in 2024: The big picture
In 2024, home care in Finland experienced solid current value growth, albeit at a slower pace compared to the previous year. While price increases helped to fuel value growth, price hikes have moderated as inflation begins to subside.
2024 key trends
In 2024, home care sales were driven by sustainability, convenience and health sensitivities. Consumers placed greater emphasis on eco-friendly products, opting for those with biodegradable ingredients, recyclable packaging, and natural formulations.
Competitive landscape
The home care landscape remains highly competitive in Finland with both international brands and domestic players vying for retail value share. While private label is gaining ground by offering affordable, high-quality alternatives, established international brands from the likes of Unilever Finland Oy continue to exert a strong position, leveraging their strong brand recognition and extensive distribution networks.
Retailing developments
Home care is witnessing some notable changes in distribution. Discount retailers like Tokmanni and K-Rauta are becoming more popular as consumers seek affordable home care products, driven by cost-of-living pressures.
What next for home care?
Looking ahead to 2025, Finnish households are expected to continue focusing on smart consumption and value for money, especially with the uncertain economic outlook. The trend towards simpler, multifunctional products will gain momentum, as consumers want easy, all-in-one solutions that reduce clutter and free up space at home.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Finland 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 Finland, 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 Finland 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 Finland?
- Which are the leading brands in Home Care in Finland?
- How are products distributed in Home Care in Finland?
- 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 Finland
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
Table 1 Households 2019-2024
Table 2 Sales of Home Care by Category: Value 2019-2024
Table 3 Sales of Home Care by Category: % Value Growth 2019-2024
Table 4 NBO Company Shares of Home Care: % Value 2020-2024
Table 5 LBN Brand Shares of Home Care: % Value 2021-2024
Table 6 Penetration of Private Label in Home Care by Category: % Value 2019-2024
Table 7 Distribution of Home Care by Format: % Value 2019-2024
Table 8 Distribution of Home Care by Format and Category: % Value 2024
Table 9 Forecast Sales of Home Care by Category: Value 2024-2029
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2024-2029
DISCLAIMER
Summary 1 Research Sources
Air Care in Finland
KEY DATA FINDINGS
Shift towards air purifiers comes at expense of traditional air care
Consumers are seeking safer products with fewer chemicals
Nature-inspired fragrances support wellbeing in the home
Health concerns and allergies to stifle demand for air care
Personalised fragrance experiences is key opportunity for air care
Private label is expected to bolster its position
Table 11 Sales of Air Care by Category: Value 2019-2024
Table 12 Sales of Air Care by Category: % Value Growth 2019-2024
Table 13 Sales of Air Care by Fragrance: Value Ranking 2022-2024
Table 14 NBO Company Shares of Air Care: % Value 2020-2024
Table 15 LBN Brand Shares of Air Care: % Value 2021-2024
Table 16 Forecast Sales of Air Care by Category: Value 2024-2029
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2024-2029
Bleach in Finland
KEY DATA FINDINGS
Bleach usage is steadily declining in Finland
Budget-conscious households still depend on bleach
Limited number of competitors stifles development
Environmental concerns threaten outlook for bleach
Economic pressures provide some sales opportunities
Lack of product differentiation is a weakness
Table 18 Sales of Bleach: Value 2019-2024
Table 19 Sales of Bleach: % Value Growth 2019-2024
Table 20 NBO Company Shares of Bleach: % Value 2020-2024
Table 21 LBN Brand Shares of Bleach: % Value 2021-2024
Table 22 Forecast Sales of Bleach: Value 2024-2029
Table 23 Forecast Sales of Bleach: % Value Growth 2024-2029
Dishwashing in Finland
KEY DATA FINDINGS
Sustainable choices are increasingly important to Finns
Growing demand for natural and gentle formulas in dishwashing
Households seek products delivering higher efficacy
Social media trends create marketing opportunities
Shift to automatic dishwashing will be spurred by sustainable trend
Consumers seek sensory experiences from everyday goods
Table 24 Household Possession of Dishwashers 2019-2024
Table 25 Sales of Dishwashing by Category: Value 2019-2024
Table 26 Sales of Dishwashing by Category: % Value Growth 2019-2024
Table 27 NBO Company Shares of Dishwashing: % Value 2020-2024
Table 28 LBN Brand Shares of Dishwashing: % Value 2021-2024
Table 29 Forecast Sales of Dishwashing by Category: Value 2024-2029
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029
Home Insecticides in Finland
KEY DATA FINDINGS
Mosquito repellents play a significant role in air care
Strong preference for multi-purpose home insecticides
Growing backlash against harmful chemicals drives interest in gentle formulas
Rising demand for safer and non-toxic insecticides
Growing opportunities for private label
Health and sustainability are core themes driving innovation
Table 31 Sales of Home Insecticides by Category: Value 2019-2024
Table 32 Sales of Home Insecticides by Category: % Value Growth 2019-2024
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2019-2024
Table 34 NBO Company Shares of Home Insecticides: % Value 2020-2024
Table 35 LBN Brand Shares of Home Insecticides: % Value 2021-2024
Table 36 Forecast Sales of Home Insecticides by Category: Value 2024-2029
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029
Laundry Care in Finland
KEY DATA FINDINGS
Laundry care brands respond to skin sensitivities
Liquid laundry detergents gain popularity
Efficacy and convenience drive consumer choices
Liquid tablet detergents face limitations
Seasonal and limited edition fragrances to gain traction
Private label has further growth potential
Table 38 Household Possession of Washing Machines 2019-2024
Table 39 Sales of Laundry Care by Category: Value 2019-2024
Table 40 Sales of Laundry Care by Category: % Value Growth 2019-2024
Table 41 Sales of Laundry Aids by Category: Value 2019-2024
Table 42 Sales of Laundry Aids by Category: % Value Growth 2019-2024
Table 43 Sales of Laundry Detergents by Category: Value 2019-2024
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2019-2024
Table 45 Sales of In-Wash Spot and Stain Removers by Type: % Value Breakdown 2019-2024
Table 46 NBO Company Shares of Laundry Care: % Value 2020-2024
Table 47 LBN Brand Shares of Laundry Care: % Value 2021-2024
Table 48 NBO Company Shares of Laundry Aids: % Value 2020-2024
Table 49 LBN Brand Shares of Laundry Aids: % Value 2021-2024
Table 50 NBO Company Shares of Laundry Detergents: % Value 2020-2024
Table 51 LBN Brand Shares of Laundry Detergents: % Value 2021-2024
Table 52 Forecast Sales of Laundry Care by Category: Value 2024-2029
Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029
Polishes in Finland
KEY DATA FINDINGS
Price stabilisation is evident in polishes
Sustainability is driving need for change in formulas and packaging
Brand loyalty remains strong in polishes
Desire for gentle and chemical-free polishes set to rise
Personalised products hold promise for polishes
Weaker visibility in retailers poses challenge to category development
Table 54 Sales of Polishes by Category: Value 2019-2024
Table 55 Sales of Polishes by Category: % Value Growth 2019-2024
Table 56 NBO Company Shares of Polishes: % Value 2020-2024
Table 57 LBN Brand Shares of Polishes: % Value 2021-2024
Table 58 Forecast Sales of Polishes by Category: Value 2024-2029
Table 59 Forecast Sales of Polishes by Category: % Value Growth 2024-2029
Surface Care in Finland
KEY DATA FINDINGS
Multi-purpose surface cleaners remain very popular
Consumers demand high levels of sustainability in surface products
Concentrated and refillable cleaning solutions deliver convenience
Price will remain key factor in the purchasing decision
Multi-purpose cleaners will lead in size and growth
Roll out of gentle formulas with fewer chemicals and fragrances to continue
Table 60 Sales of Surface Care by Category: Value 2019-2024
Table 61 Sales of Surface Care by Category: % Value Growth 2019-2024
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024
Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024
Table 64 NBO Company Shares of Surface Care: % Value 2020-2024
Table 65 LBN Brand Shares of Surface Care: % Value 2021-2024
Table 66 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2024
Table 67 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2021-2024
Table 68 Forecast Sales of Surface Care by Category: Value 2024-2029
Table 69 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029
Toilet Care in Finland
KEY DATA FINDINGS
Consumers are attracted to advanced formulations
Pressure is on players to develop sustainable offerings
Rising cost of living pressures pushes consumers towards more affordable options
Opportunity to drive sales through fragrance development
Rising interest in gentle and nature-based product formulations
Private label is expected to raise the bar in product development
Table 70 Sales of Toilet Care by Category: Value 2019-2024
Table 71 Sales of Toilet Care by Category: % Value Growth 2019-2024
Table 72 NBO Company Shares of Toilet Care: % Value 2020-2024
Table 73 LBN Brand Shares of Toilet Care: % Value 2021-2024
Table 74 Forecast Sales of Toilet Care by Category: Value 2024-2029
Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029
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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