Competitive Landscape
Henkel Norden Maintains Lead with Strong Brand Portfolio
Henkel Norden Oy continued as the clear leader in surface care in 2025, with a 16% share, driven by its portfolio of well-known brands such as Tolu, Vim and K2r, which remain firmly embedded in household routines. The brands' reputation for strong efficacy and reliability supports Henkel’s top position.
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Overview:
Understand the latest market trends and future growth opportunities for the Surface 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.
If you're in the Surface 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 Surface 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 Surface Care in Finland?
- Which are the leading brands in Surface Care in Finland?
- How are products distributed in Surface 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 Surface Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Surface Care in Finland - Category analysis
Key Data Insights
Multi-Purpose Cleaners Drives Growth While Private Label Gains Ground
Multi-Purpose Cleaners Drives Growth While Private Label Gains Ground
Sustainability Remains Defining Force through Eco-Certifications
Evolving Formats Reshape Category with Refillable Solutions
Multi-Purpose Cleaners to Lead Value Growth through Convenience and Versatility
Sustainability Shapes Eco-Conscious Format Innovation
Safety and Wellness Attributes Intensify Competitive Dynamics
Henkel Norden Maintains Lead with Strong Brand Portfolio
Supermarkets and Hypermarkets Lead Surface Care Sales
Home Care in Finland - Industry Overview
Premiumisation Drives Value Growth Amid Opposing Consumer Forces
Key Data Insights
Premiumisation Drives Value Growth Amid Opposing Consumer Forces
Private-Label Disruption Intensifies Competition
Sustainability Reshapes Consumer Demand and Retailer Strategies
Premiumisation to Drive Value Growth as Consumers Trade up
Health and Wellness Concerns Reshape Formulation Priorities
Private Label Expansion Continues to Intensify Competitive Pressure
Unilever Finland Maintains Lead through Premium and Sustainable Positioning
Offline Retail Dominance Continues as E-Commerce Expands
Country Reports Disclaimer
The following categories and subcategories are included:
Surface Care
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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
Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
See all of our definitionsWhy 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 Surface Care research and analysis database.
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