Product Code: HCPET
TABLE OF CONTENTS
EXECUTIVE SUMMARY
Home care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2016-2021
MARKET DATA
Table 2: Sales of Home Care by Category: Value 2016-2021
Table 3: Sales of Home Care by Category: % Value Growth 2016-2021
Table 4: NBO Company Shares of Home Care: % Value 2017-2021
Table 5: LBN Brand Shares of Home Care: % Value 2018-2021
Table 6: Penetration of Private Label in Home Care by Category: % Value 2016-2021
Table 7: Distribution of Home Care by Format: % Value 2016-2021
Table 8: Distribution of Home Care by Format and Category: % Value 2021
Table 9: Forecast Sales of Home Care by Category: Value 2021-2026
Table 10: Forecast Sales of Home Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1: Research Sources
LAUNDRY CARE IN ESTONIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Laundry care sees slowed growth as consumers return to their pre pandemic routines
Liquid tablet detergents continue to perform well in 2021
Consumers stick to brands they know rather than experience during the COVID-19 pandemic
PROSPECTS AND OPPORTUNITIES
Laundry care seems slow and steady growth as consumers return to spending more time outside of the home and economise
The growing health and wellness trend boosts the demand for eco-friendly products slightly
The emergence and success of Lidl set to boost private label in 2022 and beyond
CATEGORY INDICATORS
Table 11: Household Possession of Washing Machines 2016-2021
CATEGORY DATA
Table 12: Sales of Laundry Care by Category: Value 2016-2021
Table 13: Sales of Laundry Care by Category: % Value Growth 2016-2021
Table 14: Sales of Laundry Aids by Category: Value 2016-2021
Table 15: Sales of Laundry Aids by Category: % Value Growth 2016-2021
Table 16: Sales of Laundry Detergents by Category: Value 2016-2021
Table 17: Sales of Laundry Detergents by Category: % Value Growth 2016-2021
Table 18: NBO Company Shares of Laundry Care: % Value 2017-2021
Table 19: LBN Brand Shares of Laundry Care: % Value 2018-2021
Table 20: NBO Company Shares of Laundry Aids: % Value 2017-2021
Table 21: LBN Brand Shares of Laundry Aids: % Value 2018-2021
Table 22: NBO Company Shares of Laundry Detergents: % Value 2017-2021
Table 23: LBN Brand Shares of Laundry Detergents: % Value 2018-2021
Table 24: Forecast Sales of Laundry Care by Category: Value 2021-2026
Table 25: Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026
DISHWASHING IN ESTONIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Slowed growth in 2021 as consumers spend less time at home
Many consumers continue to handwash in Estonia despite the high penetration rates of automatic dishwashers
Mid-priced products prevail over premium and private label
PROSPECTS AND OPPORTUNITIES
Automatic dishwashing becomes more popular in 2022 and beyond
Consumers set to pay more attention to eco-friendly products
The emergence and success of Lidl set to boost private label in 2022 and beyond
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 27: Sales of Dishwashing by Category: Value 2016-2021
Table 28: Sales of Dishwashing by Category: % Value Growth 2016-2021
Table 29: NBO Company Shares of Dishwashing: % Value 2017-2021
Table 30: LBN Brand Shares of Dishwashing: % Value 2018-2021
Table 31: Forecast Sales of Dishwashing by Category: Value 2021-2026
Table 32: Forecast Sales of Dishwashing by Category: % Value Growth 2021-2026
SURFACE CARE IN ESTONIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Slowed growth in 2021 as consumers spend less time in their homes
More and more consumers opt for eco-friendly surface care products
Leading players hone their marketing and new product launches around COVID-19
PROSPECTS AND OPPORTUNITIES
Ongoing hygiene awareness boosts the sales of surface care in 2022 and beyond
Consumers seek more eco-friendly products over the forecast period
The emergence and success of Lidl set to boost private label in 2022 and beyond
CATEGORY DATA
Table 33: Sales of Surface Care by Category: Value 2016-2021
Table 34: Sales of Surface Care by Category: % Value Growth 2016-2021
Table 35: Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2016-2021
Table 36: Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2016-2021
Table 37: NBO Company Shares of Surface Care: % Value 2017-2021
Table 38: LBN Brand Shares of Surface Care: % Value 2018-2021
Table 39: Forecast Sales of Surface Care by Category: Value 2021-2026
Table 40: Forecast Sales of Surface Care by Category: % Value Growth 2021-2026
BLEACH IN ESTONIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Bleach returns to volume decline as fears surrounding the COVID-19 pandemic fade
Bleach is not a product area for eco-friendliness
Procter & Gamble leads with Ace brand thanks to strong brand awareness
PROSPECTS AND OPPORTUNITIES
Ongoing volume decline for bleach as consumers seek out less harmful products
Limited competitive environment as category unenticing to new entrants
The emergence and success of Lidl set to boost private label in 2022 and beyond
CATEGORY DATA
Table 41: Sales of Bleach: Value 2016-2021
Table 42: Sales of Bleach: % Value Growth 2016-2021
Table 43: NBO Company Shares of Bleach: % Value 2017-2021
Table 44: LBN Brand Shares of Bleach: % Value 2018-2021
Table 45: Forecast Sales of Bleach: Value 2021-2026
Table 46: Forecast Sales of Bleach: % Value Growth 2021-2026
TOILET CARE IN ESTONIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Toilet care gradually recovers alongside disposable incomes
Consumers seek products with less harmful ingredients in 2021
New launches focus on natural ingredients and the eco-friendly trend
PROSPECTS AND OPPORTUNITIES
The forecast period sees normalisation as consumers return to their pre pandemic routines
Future launches of natural ingredients in toilet care likely
The emergence and success of Lidl set to boost private label in 2022 and beyond
CATEGORY DATA
Table 47: Sales of Toilet Care by Category: Value 2016-2021
Table 48: Sales of Toilet Care by Category: % Value Growth 2016-2021
Table 49: NBO Company Shares of Toilet Care: % Value 2017-2021
Table 50: LBN Brand Shares of Toilet Care: % Value 2018-2021
Table 51: Forecast Sales of Toilet Care by Category: Value 2021-2026
Table 52: Forecast Sales of Toilet Care by Category: % Value Growth 2021-2026
POLISHES IN ESTONIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Ongoing slowed growth for polishes in 2021
Consumers seek multi-purpose and antibacterial properties in wake of the pandemic
E-commerce caters to niche consumers with specific demands
PROSPECTS AND OPPORTUNITIES
Notable improvement in 2022 and beyond, however, current value growth will remain low compared to post pandemic rates
E-commerce continues growing but modern grocery retailers remain the leading channel
The emergence and success of Lidl set to boost private label in 2022 and beyond
CATEGORY DATA
Table 53: Sales of Polishes by Category: Value 2016-2021
Table 54: Sales of Polishes by Category: % Value Growth 2016-2021
Table 55: NBO Company Shares of Polishes: % Value 2017-2021
Table 56: LBN Brand Shares of Polishes: % Value 2018-2021
Table 57: Forecast Sales of Polishes by Category: Value 2021-2026
Table 58: Forecast Sales of Polishes by Category: % Value Growth 2021-2026
AIR CARE IN ESTONIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Car air fresheners perform better in 2021 as consumers spend more time outside of their homes
Air care continues to see slowed current value growth in 2021
The premiumisation trend comes to a halt in 2020 and 2021
PROSPECTS AND OPPORTUNITIES
Ongoing economising limits a full recovery in 2022 and beyond
Essential oils set to benefit from the growing health and wellness trend
The emergence and success of Lidl set to boost private label in 2022 and beyond
CATEGORY DATA
Table 59: Sales of Air Care by Category: Value 2016-2021
Table 60: Sales of Air Care by Category: % Value Growth 2016-2021
Table 61: NBO Company Shares of Air Care: % Value 2017-2021
Table 62: LBN Brand Shares of Air Care: % Value 2018-2021
Table 63: Forecast Sales of Air Care by Category: Value 2021-2026
Table 64: Forecast Sales of Air Care by Category: % Value Growth 2021-2026
HOME INSECTICIDES IN ESTONIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Ongoing strong performance for home insecticides following the outbreak of COVID-19
Countryside goers boost the demand for home insecticides
Spray/aerosol insecticides remain the most popular format while electric insecticides gather pace
PROSPECTS AND OPPORTUNITIES
Home insecticides remain sensitive to changing weather patterns
Consumers seek eco-friendly and natural products in 2022 and beyond
The emergence and success of Lidl set to boost private label in 2022 and beyond
CATEGORY DATA
Table 65: Sales of Home Insecticides by Category: Value 2016-2021
Table 66: Sales of Home Insecticides by Category: % Value Growth 2016-2021
Table 67: NBO Company Shares of Home Insecticides: % Value 2017-2021
Table 68: LBN Brand Shares of Home Insecticides: % Value 2018-2021
Table 69: Forecast Sales of Home Insecticides by Category: Value 2021-2026
Table 70: Forecast Sales of Home Insecticides by Category: % Value Growth 2021-2026
