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Home care experienced a mixed performance in 2020. Some categories experienced stronger sales, though most witnessed a slowdown. During lockdown, all life activities took place at home including work, learning and leisure activities. As a result, people cooked, washed dishes and lived at home, requiring stronger usage of many home care products. Moreover, in order to protect themselves from the virus, people began to focus much more intensively on maintaining greater cleanliness around their hom...
Euromonitor International's Home Care in Estonia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2025 illustrate how the market is set to change.
Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet 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 Home 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
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
MARKET INDICATORS
Table 1 Households 2015-2020MARKET DATA
Table 2 Sales of Home Care by Category: Value 2015-2020 Table 3 Sales of Home Care by Category: % Value Growth 2015-2020 Table 4 NBO Company Shares of Home Care: % Value 2016-2020 Table 5 LBN Brand Shares of Home Care: % Value 2017-2020 Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020 Table 7 Distribution of Home Care by Format: % Value 2015-2020 Table 8 Distribution of Home Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Home Care by Category: Value 2020-2025 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Moderate uplift for laundry care in 2020 due to the pandemic
Strong growth for liquid tablet detergents
Preference for leading brands known for their efficacy and larger sizes during COVID-19
RECOVERY AND OPPORTUNITIES
Some new habits generated by the pandemic likely to stick
Consumers become more thoughtful in their spending, including on laundry care
Eco-friendly products take a backseat due to ongoing demand for conventional products with disinfecting properties
CATEGORY DATA
Table 11 Sales of Laundry Care by Category: Value 2015-2020 Table 12 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 13 Sales of Laundry Aids by Category: Value 2015-2020 Table 14 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 15 Sales of Laundry Detergents by Category: Value 2015-2020 Table 16 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 17 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 18 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 19 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 20 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 21 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 22 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 23 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Declining demand for dishwashing through the closure of foodservice is offset by rising demand among householders during lockdown
New products leverage on the pandemic by designing new products around avoidance of virus transmission and convenience
Mid-priced products prevail over premium and private label
RECOVERY AND OPPORTUNITIES
More time spent at home and the rising household penetration rate of dishwashers boost automatic dishwashing
Despite growth in dishwasher ownership, hand dishwashing remains the larger category
Higher growth in automatic dishwashing as consumers seek convenience
CATEGORY DATA
Table 25 Sales of Dishwashing by Category: Value 2015-2020 Table 26 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 27 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 28 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 29 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Growth in home care disinfectants stimulates new product launch extensions for Ajax
Strong increase in the cleaning of touch points and hard surfaces around the home boosts sales of products marketed as killing viruses
Leading players hone their marketing and new product launches around COVID-19
RECOVERY AND OPPORTUNITIES
Reduced intensity around surface care cleaning in homes and greater price sensitivity expected
Mixed performance for surface care over the forecast period with less frequent cleaning tasks sacrificed in a bid to save money
Slow return to pre-pandemic growth for the majority of categories in surface care over the forecast period
CATEGORY DATA
Table 31 Sales of Surface Care by Category: Value 2015-2020 Table 32 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 33 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020 Table 34 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020 Table 35 NBO Company Shares of Surface Care: % Value 2016-2020 Table 36 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 37 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 38 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Greater hygiene standards and need for cleanliness boost popularity of bleach during the pandemic
Procter & Gamble lead with Ace brand thanks to strong brand awareness
Mayeri Industries launches new powdered bleach for laundry
RECOVERY AND OPPORTUNITIES
Sales set to slow as the consumer base dwindles and consumers switch to alternative home care products
Natural alternatives and alternative home care categories with less stringent components threaten forecast period category sales
Limited competitive environment as category unenticing to new entrants
CATEGORY DATA
Table 39 Sales of Bleach: Value 2015-2020 Table 40 Sales of Bleach: % Value Growth 2015-2020 Table 41 NBO Company Shares of Bleach: % Value 2016-2020 Table 42 LBN Brand Shares of Bleach: % Value 2017-2020 Table 43 Forecast Sales of Bleach: Value 2020-2025 Table 44 Forecast Sales of Bleach: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Minor slowdown for toilet care in 2020 as a whole, despite growth spike during lockdown
Challenge to find balance between effectiveness and natural positioning
New launches in toilet liquids/foam helps popularise the category further in 2020
RECOVERY AND OPPORTUNITIES
Slowdown in value sales growth over the forecast period due to economic shockwaves from the pandemic
Future launches of natural ingredients in toilet care likely
Growth for private label due to higher price sensitivity stimulated by the pandemic
CATEGORY DATA
Table 45 Sales of Toilet Care by Category: Value 2015-2020 Table 46 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 47 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 48 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 49 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 50 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Slowdown in polishes as consumers prioritise disinfecting products
Furniture and metal polish suffer from closure of small businesses, while demand for shoe polish drops as consumers work from home
Contracting disposable incomes and preference for multi-purpose surface care products
RECOVERY AND OPPORTUNITIES
Forecast period sales growth remains slow over the forecast period
Small rebound for polishes though growth momentum slower than review period annual growth rates
Growth in private label as pandemic creates boom for supermarkets and hypermarkets, while e-commerce offers niche players some scope for growth
CATEGORY DATA
Table 51 Sales of Polishes by Category: Value 2015-2020 Table 52 Sales of Polishes by Category: % Value Growth 2015-2020 Table 53 NBO Company Shares of Polishes: % Value 2016-2020 Table 54 LBN Brand Shares of Polishes: % Value 2017-2020 Table 55 Forecast Sales of Polishes by Category: Value 2020-2025 Table 56 Forecast Sales of Polishes by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Slowdown in air care as consumers prioritise cleaning and hygiene products, while few socialising opportunities negate premiumisation trend
COVID-19 has a negative impact on both car and candle air fresheners
Slowdown for spray/aerosol fresheners due to fewer shopping trips
RECOVERY AND OPPORTUNITIES
Slight category rebound though growth slower than the review period
Ongoing dampened demand for car air fresheners stimulates a continuation of category slowdown
Natural fragrances and the development of essential oils boost category appeal
CATEGORY DATA
Table 57 Sales of Air Care by Category: Value 2015-2020 Table 58 Sales of Air Care by Category: % Value Growth 2015-2020 Table 59 NBO Company Shares of Air Care: % Value 2016-2020 Table 60 LBN Brand Shares of Air Care: % Value 2017-2020 Table 61 Forecast Sales of Air Care by Category: Value 2020-2025 Table 62 Forecast Sales of Air Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Positive growth for home insecticides in 2020 due to home seclusion and growth in insect population
Contraction for insecticide coils due to ban on outdoor gatherings
Spray/aerosol insecticides remains the leading format
RECOVERY AND OPPORTUNITIES
Growth remains in positive territory though negative media press set to stimulate a further slowdown
Demand for environmentally friendly products on the rise
Home insecticides dependent on weather patterns and insect populations
CATEGORY DATA
Table 63 Sales of Home Insecticides by Category: Value 2015-2020 Table 64 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 65 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 66 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 67 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 68 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025