Select Country Report
Premiumisation Drives Value Growth Amid Opposing Consumer Forces
Home care in Finland recorded modest value growth in 2025, reflecting opposing forces as premiumisation and health concerns fuelled demand for higher-quality products while economic pressures drove affordability. Sustainability has become a defining influence, with retailers such as Kesko expanding sustainable assortments and manufacturers reformulating with biodegradable ingredients. Private label disruption is intensifying through expansions like Tokmanni’s Perfekt+ line, while premiumisation is reshaping development with design-led products such as Osmia’s Lemon Garden room fragrance. The market remains concentrated, as Unilever Finland Oy maintains leadership through its broad brand portfolio and investment in eco-friendly packaging. Looking ahead, Finnish households are expected to continue trading up to premium formats while retailers push sustainable private label lines, intensifying competition as health and wellness considerations shape future purchasing decisions. To succeed, brands should focus on innovation, sustainability and premiumisation, while differentiating themselves from private label. The growth of e-commerce also presents opportunities for brands to expand their reach.
USD 2,750
Delivery:
Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
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
Premiumisation Drives Value Growth Amid Opposing Consumer Forces
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Premiumisation Drives Value Growth Amid Opposing Consumer Forces
Chart 2 Finnish Brand Osmia Expands Premium Room Fragrance Line with Lemon Garden Scent
Private-Label Disruption Intensifies Competition
Chart 3 Tokmanni Expands Perfekt+ Line with New Ocean and Lemon WC Fresheners
Sustainability Reshapes Consumer Demand and Retailer Strategies
Chart 4 Kiilto Expands into Laundry Care with Swan-Certified, Biodegradable Detergents in Recycled Bottles
Chart 5 Value Sales of Home Care 2020-2030
Chart 6 Volume Sales of Home Care 2020-2030
Chart 7 Value Sales of Home Care by Category 2025
Premiumisation to Drive Value Growth as Consumers Trade up
Health and Wellness Concerns Reshape Formulation Priorities
Chart 8 Analyst Insight for Home Care
Private Label Expansion Continues to Intensify Competitive Pressure
Chart 9 Forecast Value Sales of Home Care 2020-2030
Chart 10 Forecast Value Sales of Home Care by Category 2025-2030
Unilever Finland Maintains Lead through Premium and Sustainable Positioning
Chart 11 Company Shares of Home Care 2025
Chart 12 Brand Shares of Home Care 2025
Offline Retail Dominance Continues as E-Commerce Expands
Chart 13 Retail Channels for Home Care 2020-2025
Chart 14 Economic Context for Home Care
Chart 15 Real Gdp Growth 2020-2030
Chart 16 Inflation 2020-2030
Chart 17 Consumer Context for Home Care
Chart 18 Population 2020-2030
Chart 19 Consumer Expenditure 2020-2030
Chart 20 Population by Generation 2025
Air Care in Finland
Key Data Insights
Premiumisation Drives Value Growth Amid Split Market Dynamics
Chart 21 Key Industry Trends for Air Care
Premiumisation Drives Value Growth Amid Split Market Dynamics
Chart 22 Finnish Brand Osmia Expands Premium Room Fragrance Line
Mood-Boosting Fragrances Elevate Category Positioning
Chart 23 Glade Introduces Limited-Edition Christmas Scents
Sustainability Reshapes Development
Chart 24 Value Sales of Air Care 2020-2030
Chart 25 Volume Sales of Air Care 2020-2030
Chart 26 Value Sales of Air Care by Category 2025
Economic Pressures to Drive Affordability Focus and Private Label Expansion
Market Concentration to Persist with High Barriers for New Entrants
Health and Wellness to Drive Natural Formulations and Low-Emission Formats
Chart 27 Analyst Insight for Air Care
Chart 28 Forecast Value Sales of Air Care 2020-2030
Chart 29 Forecast Value Sales of Air Care by Category 2025-2030
Transmeri Maintains Leadership through Seasonal Innovation and Retail Reach
Chart 30 Company Shares of Air Care 2025
Chart 31 Brand Shares of Air Care 2025
Supermarkets and Hypermarkets Maintain Dominance While E-Commerce Expands
Chart 32 Retail Channels for Air Care 2020-2025
Chart 33 Economic Context for Air Care
Chart 34 Real Gdp Growth 2020-2030
Chart 35 Inflation 2020-2030
Chart 36 Consumer Context for Air Care
Chart 37 Population 2020-2030
Chart 38 Consumer Expenditure 2020-2030
Chart 39 Population by Generation 2025
Bleach in Finland
Key Data Insights
Economic Caution and Multifunctional Alternatives Drive Category Decline
Chart 40 Key Industry Trends for Bleach
Economic Caution and Multifunctional Alternatives Drive Category Decline
Sustainability Concerns Shift Consumers to Eco-Friendly Alternatives
Chart 41 Sustainability Initiatives by Finnish Retailers Threaten Bleach Category
Chart 42 Value Sales of Bleach 2020-2030
Chart 43 Volume Sales of Bleach 2020-2030
Sustainability Priorities and Retailer Strategies to Undermine Category Relevance
Private Label and Multifunctional Cleaners to Gain Further Ground
Chart 44 Forecast Value Sales of Bleach 2020-2030
Leading Manufacturer Retains Lead Despite Declining Demand
Chart 45 Company Shares of Bleach 2025
Chart 46 Brand Shares of Bleach 2025
Supermarkets and Hypermarkets Lead Despite Sustainability-Driven Shelf Space Reduction
Chart 47 Retail Channels for Bleach 2020-2025
Chart 48 Economic Context for Bleach
Chart 49 Real Gdp Growth 2020-2030
Chart 50 Inflation 2020-2030
Chart 51 Consumer Context for Bleach
Chart 52 Population 2020-2030
Chart 53 Consumer Expenditure 2020-2030
Chart 54 Population by Generation 2025
Dishwashing in Finland
Key Data Insights
Automatic Dishwashing Drives Growth While Private Label Gains Traction
Chart 55 Key Industry Trends for Dishwashing
Automatic Dishwashing Drives Growth While Private Label Gains Traction
Health and Wellness Trends Drive Demand for Eco- and Skin-Friendly Formulations
Chart 56 Kiilto Expands Dishwashing Range
Premiumisation Accelerates through Advanced Performance Claims
Chart 57 Fairy Elevates Dishwashing with Enhanced 5x Faster Cleaning Formula
Chart 58 Value Sales of Dishwashing 2020-2030
Chart 59 Volume Sales of Dishwashing 2020-2030
Chart 60 Value Sales of Dishwashing by Category 2025
Automatic Dishwashing to Maintain Value Dominance through Efficacy and Sustainability
Performance Efficacy to Drive Premium Segment Expansion
Sustainability Continues to Transition From Differentiator to Baseline Expectation
Chart 61 Analyst Insight for Dishwashing
Chart 62 Forecast Value Sales of Dishwashing 2020-2030
Chart 63 Forecast Value Sales of Dishwashing by Category 2025-2030
Procter & Gamble and Private Label Drive Dishwashing Sales
Chart 64 Company Shares of Dishwashing 2025
Chart 65 Brand Shares of Dishwashing 2025
Hypermarkets and Supermarkets Maintain Dominance Amid E-Commerce Expansion
Chart 66 Retail Channels for Dishwashing 2020-2025
Chart 67 Economic Context for Dishwashing
Chart 68 Real Gdp Growth 2020-2030
Chart 69 Inflation 2020-2030
Chart 70 Consumer Context for Dishwashing
Chart 71 Population 2020-2030
Chart 72 Consumer Expenditure 2020-2030
Chart 73 Population by Generation 2025
Home Insecticides in Finland
Key Data Insights
Spray/Aerosol Insecticides Drive Modest Growth Amid Price Sensitivity
Chart 74 Key Industry Trends for Home Insecticides
Spray/Aerosol Insecticides Drive Modest Growth Amid Price Sensitivity
Eco-Friendly Products Reshape Product Development as Consumers Prioritise Health
Chart 75 Neudorff Showcases Eco-Friendly Insecticides
Chart 76 Value Sales of Home Insecticides 2020-2030
Chart 77 Volume Sales of Home Insecticides 2020-2030
Chart 78 Value Sales of Home Insecticides by Category 2025
Consumers to Drive Demand for Safer, Eco-Friendly Solutions
Climate-Driven Seasonal Demand to Intensify
Multifunctionality to Further Shape Innovation in Finland
Chart 79 Forecast Value Sales of Home Insecticides 2020-2030
Chart 80 Forecast Value Sales of Home Insecticides by Category 2025-2030
Transmeri Retains Dominance through Brand Strength and Accessibility
Chart 81 Company Shares of Home Insecticides 2025
Chart 82 Brand Shares of Home Insecticides 2025
Supermarkets and Hypermarkets Dominate as E-Commerce Gains Traction
Chart 83 Retail Channels for Home Insecticides 2020-2025
Chart 84 Economic Context for Home Insecticides
Chart 85 Real Gdp Growth 2020-2030
Chart 86 Inflation 2020-2030
Chart 87 Consumer Context for Home Insecticides
Chart 88 Population 2020-2030
Chart 89 Consumer Expenditure 2020-2030
Chart 90 Population by Generation 2025
Laundry Care in Finland
Key Data Insights
Evolving Formats Drive Value Growth Amid Price Sensitivity
Chart 91 Key Industry Trends for Laundry Care
Evolving Formats Drive Value Growth Amid Price Sensitivity
Chart 92 Dr Beckmann Launches Pre-Dosed Laundry Detergent Sheets in Finland
Premiumisation Gains Traction through Fabric Specialisation
Chart 93 Ecover Launches Premium Eco Laundry Range
Sustainability Emerges as Central Driver of Consumer Trust
Chart 94 Kiilto Expands within Laundry with Swan-Certified, Biodegradable Detergents
Chart 95 Value Sales of Laundry Care 2020-2030
Chart 96 Volume Sales of Laundry Care 2020-2030
Chart 97 Value Sales of Laundry Care by Category 2025
Laundry Detergents to Maintain Dominance through Dual Consumer Demands
Sustainability to Transition From Differentiator to Baseline Expectation
Sensorial Innovation to Create Premium Growth Opportunities
Chart 98 Analyst Insight for Laundry Care
Chart 99 Forecast Value Sales of Laundry Care 2020-2030
Chart 100 Forecast Value Sales of Laundry Care by Category 2025-2030
Unilever Maintains Lead with Stable Market Share
Chart 101 Company Shares of Laundry Care 2025
Chart 102 Brand Shares of Laundry Care 2025
Supermarkets and Hypermarkets Maintain Combined Dominance While E-Commerce Expands
Chart 103 Retail Channels for Laundry Care 2020-2025
Chart 104 Economic Context for Laundry Care
Chart 105 Real Gdp Growth 2020-2030
Chart 106 Inflation 2020-2030
Chart 107 Consumer Context for Laundry Care
Chart 108 Population 2020-2030
Chart 109 Consumer Expenditure 2020-2030
Chart 110 Population by Generation 2025
Polishes in Finland
Key Data Insights
Lifestyle Shifts and Economic Caution Fueldrive Category Decline
Chart 111 Key Industry Trends for Polishes
Lifestyle Shifts and Economic Caution Fueldrive Category Decline
Softcare Drives Drives Sustainable Innovation with Eco-Friendly Shoe Wash
Chart 112 Sustainable Polishes Gain Ground
Chart 113 Value Sales of Polishes 2020-2030
Chart 114 Volume Sales of Polishes 2020-2030
Chart 115 Value Sales of Polishes by Category 2025
Economic Caution and Limited Relevance to Constrain Future Growth
Sustainability to Remains Decisive Factor
Chart 116 Analyst Insight for Polishes
Multifunctionality to Erode Traditional Polish Role of Polishes
Chart 117 Forecast Value Sales of Polishes 2020-2030
Chart 118 Forecast Value Sales of Polishes by Category 2025-2030
Leading Companies Maintain Positionsdominance through Established Brands
Chart 119 Company Shares of Polishes 2025
Chart 120 Brand Shares of Polishes 2025
Hypermarkets and Supermarkets Dominate as E-Commerce Gains Ground
Chart 121 Retail Channels for Polishes 2020-2025
Chart 122 Economic Context for Polishes
Chart 123 Real Gdp Growth 2020-2030
Chart 124 Inflation 2020-2030
Chart 125 Consumer Context for Polishes
Chart 126 Population 2020-2030
Chart 127 Consumer Expenditure 2020-2030
Chart 128 Population by Generation 2025
Surface Care in Finland
Key Data Insights
Multi-Purpose Cleaners Drives Growth While Private Label Gains Ground
Chart 129 Key Industry Trends for Surface Care
Multi-Purpose Cleaners Drives Growth While Private Label Gains Ground
Sustainability Remains Defining Force through Eco-Certifications
Chart 130 Lumme Expands Surface Care Range
Evolving Formats Reshape Category with Refillable Solutions
Chart 131 Sini Expands Refillable Formats
Chart 132 Value Sales of Surface Care 2020-2030
Chart 133 Volume Sales of Surface Care 2020-2030
Chart 134 Value Sales of Surface Care by Category 2025
Multi-Purpose Cleaners to Lead Value Growth through Convenience and Versatility
Sustainability Shapes Eco-Conscious Format Innovation
Chart 135 Analyst Insight for Surface Care
Safety and Wellness Attributes Intensify Competitive Dynamics
Chart 136 Forecast Value Sales of Surface Care 2020-2030
Chart 137 Forecast Value Sales of Surface Care by Category 2025-2030
Henkel Norden Maintains Lead with Strong Brand Portfolio
Chart 138 Company Shares of Surface Care 2025
Chart 139 Brand Shares of Surface Care 2025
Supermarkets and Hypermarkets Lead Surface Care Sales
Chart 140 Retail Channels for Surface Care 2020-2025
Chart 141 Economic Context for Surface Care
Chart 142 Real Gdp Growth 2020-2030
Chart 143 Inflation 2020-2030
Chart 144 Consumer Context for Surface Care
Chart 145 Population 2020-2030
Chart 146 Consumer Expenditure 2020-2030
Chart 147 Population by Generation 2025
Toilet Care in Finland
Key Data Insights
Private-Label Expansion Drives Affordability and Share Gain
Chart 148 Key Industry Trends for Toilet Care
Private-Label Expansion Drives Affordability and Share Gain
Chart 149 Tokmanni Expands Perfekt+ Line
Premium Offerings Support Value Growth through Innovation
Chart 150 Henkel Expands Bref WC De Luxe Range
Chart 151 Value Sales of Toilet Care 2020-2030
Chart 152 Volume Sales of Toilet Care 2020-2030
Chart 153 Value Sales of Toilet Care by Category 2025
Affordability and Premiumisation Tension to Shape Innovation
Sustainability Becomes Baseline Requirement
Convenience and Multifunctionality Reshape Product Development
Chart 154 Forecast Value Sales of Toilet Care 2020-2030
Chart 155 Forecast Value Sales of Toilet Care by Category 2025-2030
Transmeri Consolidates Lead with Premium Offerings
Chart 156 Company Shares of Toilet Care 2025
Chart 157 Brand Shares of Toilet Care 2025
Supermarkets and Hypermarkets Dominate as E-Commerce Gains Ground
Chart 158 Retail Channels for Toilet Care 2020-2025
Chart 159 Economic Context for Toilet Care
Chart 160 Real Gdp Growth 2020-2030
Chart 161 Inflation 2020-2030
Chart 162 Consumer Context for Toilet Care
Chart 163 Population 2020-2030
Chart 164 Consumer Expenditure 2020-2030
Chart 165 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Home Care
-
-
- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
-
- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
-
- Bleach
-
-
-
- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
-
- Hand Dishwashing
-
-
- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
-
- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
-
- Carpet Cleaners
-
- Dryer Sheets
- Liquid Fabric Softeners
-
- Colour Safe Laundry Bleach
- Fabric Fresheners
-
- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
-
- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
-
-
-
- Standard Powder Detergents
- Concentrated Powder Detergents
-
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
-
- Standard Liquid Detergents
- Concentrated Liquid Detergents
-
-
- Standard Powder Detergents
- Standard Liquid Detergents
-
- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
-
- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
-
-
- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
-
-
-
- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
-
-
- 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)
-
- Bathroom Cleaners
- Descalers
- Drain Openers
-
- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
-
-
- In-Cistern Devices
-
- 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
Share:
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Home Care research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!