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Beauty and Personal Care in Finland

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There was uneven category performance within beauty and personal care in Finland in 2020. Colour cosmetics, fragrances and sun care were heavily impacted by the national lockdown and closures within horeca, while other areas, such as bath and shower (which includes liquid soap) saw a significant boost as concerns about transmitting or contracting Coronavirus led to more stringent personal hygiene habits. Oral care was boosted by the emergence of more sophisticated products that carry a higher pr...

Euromonitor International's Beauty and Personal Care in Finland report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2016-2020, allowing you to identify the sectors driving growth. Forecasts to 2025 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

Get a detailed picture of the Beauty and Personal Care market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.
Table of Contents
Product Code: CTFI

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care

COVID-19 country impact

Company response

Retailing shift

What next for beauty and personal care?

CHART 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025

CHART 2 Beauty and personal care impact of Soft Drivers on Value Sales: 2017-2025

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020 Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020 Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020 Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020 Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025 Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

MASS BEAUTY AND PERSONAL CARE IN FINLAND

KEY DATA FINDINGS

2020 IMPACT

Increased hygiene practices give a boost to many mass beauty and personal care categories in 2020

Liquid soaps and sanitisers drive sales in mass bath and shower as handwashing becomes more popular

Players remain active and innovative in mass beauty and personal care in 2020

RECOVERY AND OPPORTUNITIES

Different recovery rates expected across categories as the country returns to pre-COVID-19 habits and spending

Mass skin care will continue apace, as newly established hygiene and skin care habits become normal

Smaller categories set to perform well and channel shifts will favour e-commerce

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020 Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020 Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020 Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025 Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025

PREMIUM BEAUTY AND PERSONAL CARE IN FINLAND

KEY DATA FINDINGS

2020 IMPACT

Premium beauty and personal care suffers from economic uncertainty and growing competition from mass formats

Salon closures and lockdown impact salon hair care and colour cosmetics in 2020

Players in premium beauty and personal care remain active in 2020

RECOVERY AND OPPORTUNITIES

Speedy recovery expected for many categories, but Finns will remain cautious in their spending habits

Premium hair care products will see a boost from the reopening of salons

Niche areas such as premium baby care and sun care will continue to drive growth in the future

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020 Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020 Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020 Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025 Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

BABY AND CHILD-SPECIFIC PRODUCTS IN FINLAND

KEY DATA FINDINGS

2020 IMPACT

Increasing fragmentation eats into the shares of the leading brand in 2020

Natural baby and child-specific products remain popular in 2020

Premiumisation supports value growth as birth rates continue to decline

RECOVERY AND OPPORTUNITIES

New product development and innovation will be necessary if players are to remain competitive

Lower birth rates will hinder growth in the category, but increased premiumisation will sustain sales

E-commerce is set to continue to grow in the future as convenience and hygiene trends strengthen

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020 Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020 Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020 Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020 Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020 Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020 Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020 Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020 Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025 Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025 Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

BATH AND SHOWER IN FINLAND

KEY DATA FINDINGS

2020 IMPACT

Sales of liquid soap soar as Finns prioritise handwashing during the pandemic

Mature category bar soap gets a boost in 2020 thanks to its convenience and reduced packaging

Leading players retain rankings in 2020 but lose share to smaller competitors

RECOVERY AND OPPORTUNITIES

Overall growth in bath and shower products will dwindle, but newly established changes in hygiene habits will linger for the foreseeable future

Intimate washes and bath additives will record best performances within bath and shower in the year ahead

The popularity of bar and liquid soap will be limited in the future

CATEGORY DATA

Table 34 Sales of Bath and Shower by Category: Value 2015-2020 Table 35 Sales of Bath and Shower by Category: % Value Growth 2015-2020 Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020 Table 37 NBO Company Shares of Bath and Shower: % Value 2016-2020 Table 38 LBN Brand Shares of Bath and Shower: % Value 2017-2020 Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020 Table 40 Forecast Sales of Bath and Shower by Category: Value 2020-2025 Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025 Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

COLOUR COSMETICS IN FINLAND

KEY DATA FINDINGS

2020 IMPACT

Colour cosmetics takes a hit in 2020, mostly as a result of a decline in sales of lip products

Colour cosmetics sets/kits remain popular as gifts, while nail products get a boost from home manicures and pedicures

Players actively supporting their brands in 2020 to generate consumer interest

RECOVERY AND OPPORTUNITIES

Colour cosmetics will bounce back as social events resume

Greater competition will require lead players to improve their game

E-commerce will continue apace thanks to its convenience and lingering concerns about social distancing

CATEGORY DATA

Table 43 Sales of Colour Cosmetics by Category: Value 2015-2020 Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020 Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020 Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020 Table 47 LBN Brand Shares of Eye Make-up: % Value 2017-2020 Table 48 LBN Brand Shares of Facial Make-up: % Value 2017-2020 Table 49 LBN Brand Shares of Lip Products: % Value 2017-2020 Table 50 LBN Brand Shares of Nail Products: % Value 2017-2020 Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020 Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025 Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025

DEODORANTS IN FINLAND

KEY DATA FINDINGS

2020 IMPACT

Deodorants sees a slight decline in 2020 as Finns stay at home, but the category remains fairly stable

Manufacturers respond to consumers' environmental concerns by reducing plastic in packaging

The trend towards natural ingredients in deodorants continues in 2020

RECOVERY AND OPPORTUNITIES

Deodorant consumption will remain fairly stable but will see a shift towards natural products in the future

E-commerce is set to perform well as more Finns opt for convenient contactless shopping experiences

Deodorant creams and sticks will drive growth thanks to natural options and long-lasting properties

CATEGORY DATA

Table 54 Sales of Deodorants by Category: Value 2015-2020 Table 55 Sales of Deodorants by Category: % Value Growth 2015-2020 Table 56 Sales of Deodorants by Premium vs Mass: % Value 2015-2020 Table 57 NBO Company Shares of Deodorants: % Value 2016-2020 Table 58 LBN Brand Shares of Deodorants: % Value 2017-2020 Table 59 LBN Brand Shares of Premium Deodorants: % Value 2017-2020 Table 60 Forecast Sales of Deodorants by Category: Value 2020-2025 Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025 Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025

DEPILATORIES IN FINLAND

KEY DATA FINDINGS

2020 IMPACT

Added value in women's razors and blades helps maintain growth in depilatories despite volume decline

Sustainability concerns drive growth in naturally positioned products

Large companies retain the lead in depilatories in 2020 but lose share to smaller players

RECOVERY AND OPPORTUNITIES

Depilatories will remain fairly stable across the forecast period, but consumers will switch to more durable razor systems

Finns will remain price-sensitive in the coming years, which will favour private label brands

E-commerce and hair removers offer scope for growth in the category across the forecast period

CATEGORY DATA

Table 63 Sales of Depilatories by Category: Value 2015-2020 Table 64 Sales of Depilatories by Category: % Value Growth 2015-2020 Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 66 NBO Company Shares of Depilatories: % Value 2016-2020 Table 67 LBN Brand Shares of Depilatories: % Value 2017-2020 Table 68 Forecast Sales of Depilatories by Category: Value 2020-2025 Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

FRAGRANCES IN FINLAND

KEY DATA FINDINGS

2020 IMPACT

Fragrances sees heavy losses in 2020 as Finns stay at home and travel is restricted

New product launches key to maintaining consumer interest

Coty Inc retains its lead in fragrances in 2020 ahead of rival brand Armani

RECOVERY AND OPPORTUNITIES

Fragrances will see a swift recovery when travel restrictions are lifted and social events resume

New product launches will remain the key driver of growth in a fragmented product area

E-commerce will strengthen its position in the years ahead as Finns increasingly value convenience and contactless shopping experiences

CATEGORY DATA

Table 70 Sales of Fragrances by Category: Value 2015-2020 Table 71 Sales of Fragrances by Category: % Value Growth 2015-2020 Table 72 NBO Company Shares of Fragrances: % Value 2016-2020 Table 73 LBN Brand Shares of Fragrances: % Value 2017-2020 Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020 Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020 Table 76 Forecast Sales of Fragrances by Category: Value 2020-2025 Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

HAIR CARE IN FINLAND

KEY DATA FINDINGS

2020 IMPACT

Hair care suffers from salon closures and lockdown in 2020

Home dyeing trends help mitigate losses resulting from salon closures

Lead player cements its lead in 2020 in an otherwise fragmented arena

RECOVERY AND OPPORTUNITIES

Recovery of sales in salons will help drive growth over the forecast period

The restocking trend will lead to a spike in current value growth in 2021

E-commerce sales of hair care products will continue to thrive as Finns welcome the convenience of online shopping

CATEGORY DATA

Table 78 Sales of Hair Care by Category: Value 2015-2020 Table 79 Sales of Hair Care by Category: % Value Growth 2015-2020 Table 80 Sales of Hair Care by Premium vs Mass: % Value 2015-2020 Table 81 NBO Company Shares of Hair Care: % Value 2016-2020 Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020 Table 83 LBN Brand Shares of Hair Care: % Value 2017-2020 Table 84 LBN Brand Shares of Colourants: % Value 2017-2020 Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020 Table 86 LBN Brand Shares of Styling Agents: % Value 2017-2020 Table 87 LBN Brand Shares of Premium Hair Care: % Value 2017-2020 Table 88 Forecast Sales of Hair Care by Category: Value 2020-2025 Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025 Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

MEN'S GROOMING IN FINLAND

KEY DATA FINDINGS

2020 IMPACT

The decline in men's fragrances drives down growth in men's grooming in 2020

Men's skin care sees growth in 2020 as interest in skin health increases among men in Finland

Nivea leads men's grooming in 2020,

RECOVERY AND OPPORTUNITIES

Men's grooming is set to perform well in the coming years as men's fragrances recover

Skin care will continue to perform well across the forecast period, reflecting ongoing interest in skin health among men

Hair care growth will be driven by new entrants and innovation in natural ingredients

CATEGORY DATA

Table 91 Sales of Men's Grooming by Category: Value 2015-2020 Table 92 Sales of Men's Grooming by Category: % Value Growth 2015-2020 Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020 Table 95 NBO Company Shares of Men's Grooming: % Value 2016-2020 Table 96 LBN Brand Shares of Men's Grooming: % Value 2017-2020 Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020 Table 98 Forecast Sales of Men's Grooming by Category: Value 2020-2025 Table 99 Forecast Sales of Men's Grooming by Category: % Value Growth 2020-2025

ORAL CARE IN FINLAND

KEY DATA FINDINGS

2020 IMPACT

Stockpiling and increased interest in added-value products drives growth in oral care in 2020

Dental floss gets a revamp with the introduction of interdental brushes

High levels of innovation by the leading players as they vie for share

RECOVERY AND OPPORTUNITIES

New product development across categories will drive growth in oral care in the years ahead

Electric toothbrushes will retain their popularity, with key players investing heavily in technology

Battery and manual toothbrushes are set to lose out to their more sophisticated electric counterparts

CATEGORY DATA

Table 100 Sales of Oral Care by Category: Value 2015-2020 Table 101 Sales of Oral Care by Category: % Value Growth 2015-2020 Table 102 Sales of Toothbrushes by Category: Value 2015-2020 Table 103 Sales of Toothbrushes by Category: % Value Growth 2015-2020 Table 104 Sales of Toothpaste by Type: % Value Breakdown 2016-2020 Table 105 NBO Company Shares of Oral Care: % Value 2016-2020 Table 106 LBN Brand Shares of Oral Care: % Value 2017-2020 Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020 Table 108 LBN Brand Shares of Toothpaste: % Value 2017-2020 Table 109 Forecast Sales of Oral Care by Category: Value 2020-2025 Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025 Table 111 Forecast Sales of Toothbrushes by Category: Value 2020-2025 Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

SKIN CARE IN FINLAND

KEY DATA FINDINGS

2020 IMPACT

Skin care continues to grow, with sales in 2020 boosted by the drying effect of hand sanitisers

Increasing interest in long-term skin health drives interest in anti-ageing products

Smaller brands of skin care perform well in 2020, taking some share from lead players

RECOVERY AND OPPORTUNITIES

Increased interest in skin health among consumers will continue to drive growth in the category across the forecast period

Face masks and premium skin care kits/sets likely to see growth in the short-to medium-term

E-commerce will continue to drive sales in skin care as it offers convenience and low prices

CATEGORY DATA

Table 113 Sales of Skin Care by Category: Value 2015-2020 Table 114 Sales of Skin Care by Category: % Value Growth 2015-2020 Table 115 NBO Company Shares of Skin Care: % Value 2016-2020 Table 116 LBN Brand Shares of Skin Care: % Value 2017-2020 Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020 Table 118 LBN Brand Shares of Anti-agers: % Value 2017-2020 Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020 Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020 Table 121 LBN Brand Shares of Premium Skin Care: % Value 2017-2020 Table 122 Forecast Sales of Skin Care by Category: Value 2020-2025 Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

SUN CARE IN FINLAND

KEY DATA FINDINGS

2020 IMPACT

Sun care is hit hard in 2020 as travel restrictions and lockdown limits opportunities for time outdoors.

The inclusion of SPF in skin care and make-up limits demand for sun care

Manufacturers innovate to generate consumer interest in 2020, with natural products gaining attention

RECOVERY AND OPPORTUNITIES

Sun care will recover quickly as travel restrictions are lifted post-lockdown

Baby and child-specific sun care will continue to grow as parents seek to protect their children from harmful rays

E-commerce will continue apace as Finns grow accustomed to shopping online for sun care

CATEGORY DATA

Table 124 Sales of Sun Care by Category: Value 2015-2020 Table 125 Sales of Sun Care by Category: % Value Growth 2015-2020 Table 126 NBO Company Shares of Sun Care: % Value 2016-2020 Table 127 LBN Brand Shares of Sun Care: % Value 2017-2020 Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020 Table 129 Forecast Sales of Sun Care by Category: Value 2020-2025 Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025