M00012553
New product
In stock
Warning: Last items in stock!
Availability date: 12/05/2024
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.
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 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesMASS 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 2020-2025PREMIUM 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 2020-2025BABY 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 2020-2025BATH 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 2020-2025COLOUR 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 2020-2025DEODORANTS 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 2020-2025DEPILATORIES 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 2020-2025FRAGRANCES 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 2020-2025HAIR 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 2020-2025MEN'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 2020-2025ORAL 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 2020-2025SKIN 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 2020-2025SUN 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