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Beauty and Personal Care in Finland

BEAUTY AND PERSONAL CARE IN FINLAND
Euromonitor International
May 2018
LIST OF CONTENTS AND TABLES
Executive Summary
Boundary Between Premium and Mass Categories Becomes Blurred in Beauty and Personal Care
After A Poor Performance During the Review Period, Beauty and Personal Care Rebounds in 2017
Intense Competition Continues To Have An Impact on Unit Prices
Natural Features Are Penetrating the Mass Category
Growth Expected in the Forecast Period, But Value Will Be Undermined by Intense Competition
Market Data
Table 1 Sales of Beauty and Personal Care by Category: Value 2012-2017
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2014-2017
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2012-2017
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2012-2017
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
Sources
Summary 1 Research Sources
Headlines
Prospects
Selection of Baby and Child-specific Products Limited; New Entries Expected
Natural Products Suitable for Baby and Child-specific Products, Especially Skin Care
Marketing and Promotion A Key If Volumes Are To Be Lifted
Competitive Landscape
Leading Brands Have Stagnant Sales As Portfolios Remain Unchanged
Pharma Brands Are Strongest in Baby and Child-specific Sun Care
Small Brands Are Emerging As An Alternative
Category Data
Table 11 Sales of Baby and Child-specific Products by Category: Value 2012-2017
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2012-2017
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2012-2017
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2013-2017
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2014-2017
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2014-2017
Table 17 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2014-2017
Table 18 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2014-2017
Table 19 Forecast Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 20 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 21 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Headlines
Prospects
Maturity Will Limit Growth of Bath and Shower Products
Intimate Hygiene Will See Best Growth Rates As Sales Are Still at A Low Level
Scrubs, Exfoliation, Moisturising and New Ingredients Key To Maintaining/increasing Value
Competitive Landscape
Colgate-Palmolive Leads With A Stable Share
Unilever Finland's Share Improves Thanks To Several High-impact Launches
Private Label Share Substantial, and Set To Grow As Non-grocery Retailers Develop Portfolios
Category Data
Table 22 Sales of Bath and Shower by Category: Value 2012-2017
Table 23 Sales of Bath and Shower by Category: % Value Growth 2012-2017
Table 24 Sales of Bath and Shower by Premium vs Mass: % Value 2012-2017
Table 25 NBO Company Shares of Bath and Shower: % Value 2013-2017
Table 26 LBN Brand Shares of Bath and Shower: % Value 2014-2017
Table 27 LBN Brand Shares of Premium Bath and Shower: % Value 2014-2017
Table 28 Forecast Sales of Bath and Shower by Category: Value 2017-2022
Table 29 Forecast Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 30 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Headlines
Prospects
Value of Colour Cosmetics Will Grow Faster Than Volume in the Forecast Period
Facial Make-up Is Expected To Achieve the Best Growth
Traditional Premium Brands Will Be Challenged by Affordable Premium Products and Mass Brands With Upper Price Bands
Competitive Landscape
L'oréal Finland's Lead Strengthened With the Launch of Nyx
the Second-ranking Local Lumene Relaunched Its Colour Cosmetics Portfolio in 2016-2017
Private Label Is Underdeveloped in Colour Cosmetics, But Likely To Improve Its Position
Category Data
Table 31 Sales of Colour Cosmetics by Category: Value 2012-2017
Table 32 Sales of Colour Cosmetics by Category: % Value Growth 2012-2017
Table 33 Sales of Colour Cosmetics by Premium vs Mass: % Value 2012-2017
Table 34 NBO Company Shares of Colour Cosmetics: % Value 2013-2017
Table 35 LBN Brand Shares of Colour Cosmetics: % Value 2014-2017
Table 36 LBN Brand Shares of Eye Make-up: % Value 2014-2017
Table 37 LBN Brand Shares of Facial Make-up: % Value 2014-2017
Table 38 LBN Brand Shares of Lip Products: % Value 2014-2017
Table 39 LBN Brand Shares of Nail Products: % Value 2014-2017
Table 40 LBN Brand Shares of Premium Colour Cosmetics: % Value 2014-2017
Table 41 Forecast Sales of Colour Cosmetics by Category: Value 2017-2022
Table 42 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 43 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2017-2022
Headlines
Prospects
Mature Roll-on Deodorants Will See Declining Growth Rates in the Forecast Period
Deodorant Sticks and Creams Are Still Relatively Small But Have Strong Growth Potential
If Well Positioned, Premium Deodorants Have Opportunities To Gain Share
Competitive Landscape
Multinational Unilever Finland and Beiersdorf Account for Almost Half of Sales
Local Herbina Brand by Berner Gains Share During the Review Period
Private Label Share Shrinking, Whilst Sales of Fragrance Extensions and Natural Brands Are Expected To Grow
Category Data
Table 44 Sales of Deodorants by Category: Value 2012-2017
Table 45 Sales of Deodorants by Category: % Value Growth 2012-2017
Table 46 Sales of Deodorants by Premium vs Mass: % Value 2012-2017
Table 47 NBO Company Shares of Deodorants: % Value 2013-2017
Table 48 LBN Brand Shares of Deodorants: % Value 2014-2017
Table 49 LBN Brand Shares of Premium Deodorants: % Value 2014-2017
Table 50 Forecast Sales of Deodorants by Category: Value 2017-2022
Table 51 Forecast Sales of Deodorants by Category: % Value Growth 2017-2022
Table 52 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2017-2022
Headlines
Prospects
Women's Razors and Blades Is Highly Sensitive To Economic Swings - Improving Economy Will Have A Positive Impact During the Forecast Period
Hair Removers/bleaches Has the Highest Growth Potential
Sales of Disposable Razors and Blades Will Continue Declining
Competitive Landscape
Procter & Gamble Finland Maintains Its Lead, But With A Slightly Smaller Margin
Reckitt Benckiser Nordic Increases Its Share Thanks To Above-average Growth of Hair Removers/bleaches
Private Label Has A Substantial Share - Selection Includes Economy and More Advanced Products
Category Data
Table 53 Sales of Depilatories by Category: Value 2012-2017
Table 54 Sales of Depilatories by Category: % Value Growth 2012-2017
Table 55 Sales of Women's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 56 NBO Company Shares of Depilatories: % Value 2013-2017
Table 57 LBN Brand Shares of Depilatories: % Value 2014-2017
Table 58 Forecast Sales of Depilatories by Category: Value 2017-2022
Table 59 Forecast Sales of Depilatories by Category: % Value Growth 2017-2022
Headlines
Prospects
Rebounding of Fragrances Will Continue in the Forecast Period
Mass Fragrances Will Achieve Slightly Higher Growth Rates Than Premium
in Premium, Line Extensions of the Best-selling Fragrances Will Help To Boost Sales
Competitive Landscape
L'oréal Finland's Ranking Improves Thanks To Extended Portfolio
Nordic Cosmetics Maintains Its Strong Position on the Back of Coty's Hugo Boss Brand
Paco Rabanne - Groupe Puig's Position Strengthened With Strong Promotion and Brand Acquisitions
Category Data
Table 60 Sales of Fragrances by Category: Value 2012-2017
Table 61 Sales of Fragrances by Category: % Value Growth 2012-2017
Table 62 NBO Company Shares of Fragrances: % Value 2013-2017
Table 63 LBN Brand Shares of Fragrances: % Value 2014-2017
Table 64 LBN Brand Shares of Premium Men's Fragrances: % Value 2014-2017
Table 65 LBN Brand Shares of Premium Women's Fragrances: % Value 2014-2017
Table 66 Forecast Sales of Fragrances by Category: Value 2017-2022
Table 67 Forecast Sales of Fragrances by Category: % Value Growth 2017-2022
Headlines
Prospects
Intensified Competition and Maturity of Hair Care Will Limit Growth in the Future
Salon Professional Hair Care Will Be Sold Outside Salons Increasingly
New Hair Dying Trends Will Have A Positive Impact on Colourant Sales
Competitive Landscape
Successful Launches Boost L'oréal Finland's Share in Hair Care
Natural Brands Still Account for A Small Share of Sales But Are Bound To Gain
Some Local Brands Have Strengthened Their Rankings Thanks To Well-positioned Products
Category Data
Table 68 Sales of Hair Care by Category: Value 2012-2017
Table 69 Sales of Hair Care by Category: % Value Growth 2012-2017
Table 70 Sales of Hair Care by Premium vs Mass: % Value 2012-2017
Table 71 NBO Company Shares of Hair Care: % Value 2013-2017
Table 72 NBO Company Shares of Salon Professional Hair Care: % Value 2013-2017
Table 73 LBN Brand Shares of Hair Care: % Value 2014-2017
Table 74 LBN Brand Shares of Colourants: % Value 2014-2017
Table 75 LBN Brand Shares of Salon Professional Hair Care: % Value 2014-2017
Table 76 LBN Brand Shares of Styling Agents: % Value 2014-2017
Table 77 LBN Brand Shares of Premium Hair Care: % Value 2014-2017
Table 78 Forecast Sales of Hair Care by Category: Value 2017-2022
Table 79 Forecast Sales of Hair Care by Category: % Value Growth 2017-2022
Table 80 Forecast Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Headlines
Prospects
Mass Products Will Continue To Dominate Men's Grooming
Men's Skin Care and Deodorants Will Offer Some Opportunities To Premium Brands
Private Label Penetration Could Increase If Suitable Products Are Launched in the Forecast Period
Competitive Landscape
Procter & Gamble Finland's Stable Lead Position Consolidated by Its Gillette Brand
Unilever Finland Strengthens Its Share in Men's Grooming
Local Lumene Rebranded Its Men's Grooming Portfolio
Category Data
Table 81 Sales of Men's Grooming by Category: Value 2012-2017
Table 82 Sales of Men's Grooming by Category: % Value Growth 2012-2017
Table 83 Sales of Men's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 84 Sales of Men's Skin Care by Type: % Value Breakdown 2014-2017
Table 85 NBO Company Shares of Men's Grooming: % Value 2013-2017
Table 86 LBN Brand Shares of Men's Grooming: % Value 2014-2017
Table 87 LBN Brand Shares of Men's Razors and Blades: % Value 2014-2017
Table 88 Forecast Sales of Men's Grooming by Category: Value 2017-2022
Table 89 Forecast Sales of Men's Grooming by Category: % Value Growth 2017-2022
Headlines
Prospects
Maturing Oral Care Will Need Innovative Product Launches To Remain Positive
Tooth Whiteners Have A Low Level of Sales and Plenty of Room To Grow
Product Innovation To Lift Unit Prices Important in the Future
Competitive Landscape
Large Multinational Companies Dominate Oral Care Sales
Berner, the Only Substantial Local Company, Maintains Good Standing
Pharma and Natural Brands Have Still A Low Share in Oral Care
Category Data
Table 90 Sales of Oral Care by Category: Value 2012-2017
Table 91 Sales of Oral Care by Category: % Value Growth 2012-2017
Table 92 Sales of Toothbrushes by Category: Value 2012-2017
Table 93 Sales of Toothbrushes by Category: % Value Growth 2012-2017
Table 94 Sales of Toothpaste by Type: % Value Breakdown 2013-2017
Table 95 NBO Company Shares of Oral Care: % Value 2013-2017
Table 96 LBN Brand Shares of Oral Care: % Value 2014-2017
Table 97 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2014-2017
Table 98 LBN Brand Shares of Toothpaste: % Value 2014-2017
Table 99 Forecast Sales of Oral Care by Category: Value 2017-2022
Table 100 Forecast Sales of Oral Care by Category: % Value Growth 2017-2022
Table 101 Forecast Sales of Toothbrushes by Category: Value 2017-2022
Table 102 Forecast Sales of Toothbrushes by Category: % Value Growth 2017-2022
Headlines
Prospects
Skin Care Is Set To Continue Its Recovery in the Forecast Period
Anti-ageing and Firming/anti-cellulite Body Care Will Achieve Healthy Growth Rates
K-beauty Trend Emerges - Facial Masks Are the First Area Finns Have Embraced
Competitive Landscape
L'oréal Finland's Leading Position Is Consolidated by An Extensive Selection of Mass and Premium Brands
Local Lumene Strong - Success of Brand Overhaul in 2016-2017 Will Be Evaluated in the Forecast Period
Changes in Beiersdorf's Portfolio Are Substantial
Category Data
Table 103 Sales of Skin Care by Category: Value 2012-2017
Table 104 Sales of Skin Care by Category: % Value Growth 2012-2017
Table 105 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 106 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 107 Sales of Facial Moisturisers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 108 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 109 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 110 NBO Company Shares of Skin Care: % Value 2013-2017
Table 111 LBN Brand Shares of Skin Care: % Value 2014-2017
Table 112 LBN Brand Shares of Facial Moisturisers: % Value 2014-2017
Table 113 LBN Brand Shares of Anti-agers: % Value 2014-2017
Table 114 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2014-2017
Table 115 LBN Brand Shares of General Purpose Body Care: % Value 2014-2017
Table 116 LBN Brand Shares of Premium Skin Care: % Value 2014-2017
Table 117 Forecast Sales of Skin Care by Category: Value 2017-2022
Table 118 Forecast Sales of Skin Care by Category: % Value Growth 2017-2022
Headlines
Prospects
Consumer Awareness of Need for Sun Protection Will Further Boost Growth Rates in the Forecast Period
Value Will Grow Faster Than Volume - Thanks To More Advanced Products on Offer
Chemists/pharmacies Will Strengthen Their Position in Sun Care
Competitive Landscape
L'oréal Finland Leads Sun Care, and With A Greater Margin Than at the Beginning of the Review Period
Beiersdorf's Share Affected by Discontinuation of Eucerin Brand in Finland
Demand for Easy-to-use, Higher-quality Products Negatively Impacts Private Label
Category Data
Table 119 Sales of Sun Care by Category: Value 2012-2017
Table 120 Sales of Sun Care by Category: % Value Growth 2012-2017
Table 121 Sales of Sun Care by Premium vs Mass: % Value 2012-2017
Table 122 NBO Company Shares of Sun Care: % Value 2013-2017
Table 123 LBN Brand Shares of Sun Care: % Value 2014-2017
Table 124 LBN Brand Shares of Premium Adult Sun Care: % Value 2014-2017
Table 125 Forecast Sales of Sun Care by Category: Value 2017-2022
Table 126 Forecast Sales of Sun Care by Category: % Value Growth 2017-2022
Table 127 Forecast Sales of Sun Care by Premium vs Mass: % Value 2017-2022
Headlines
Prospects
Recovery From Downturn's Effects on Premium Beauty and Personal Care Will Take Time
Online Channel Will Continue To Add More Variety of Brands in Premium Beauty and Personal Care
Natural and Pharma Cosmetic Brands Will Emerge Stronger
Competitive Landscape
L'oréal Finland's Maintains Solid Share Within Fragmented Premium Beauty and Personal Care
Estée Lauder's Share Swells Thanks To Successful Clinique Launches
Several Traditional Premium Brands Lose Sales To Brands Focusing on Younger Consumer Segments and Innovation
Category Data
Table 128 Sales of Premium Beauty and Personal Care by Category: Value 2012-2017
Table 129 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 130 NBO Company Shares of Premium Beauty and Personal Care: % Value 2013-2017
Table 131 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2014-2017
Table 132 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 133 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Headlines
Prospects
Mass Beauty and Personal Care Will Benefit From A Higher Number of Added-value Products
Natural and Pharma Brands Will Gain Share in Mass Beauty and Personal Care
the Number of Mass Products Positioned As Professional Or With Celebrity Endorsement Is Swelling
Competitive Landscape
L'oréal Finland Leads Mass Beauty and Personal Care, and With An Increased Margin
Whilst Undergoing A Portfolio Overhaul, Lumene Has Managed To Maintain Its Share
Better Economy Negatively Affects Private Label, But New Channels May Help To Re-boost
Category Data
Table 134 Sales of Mass Beauty and Personal Care by Category: Value 2012-2017
Table 135 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 136 NBO Company Shares of Mass Beauty and Personal Care: % Value 2013-2017
Table 137 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2014-2017
Table 138 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 139 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022

Beauty and Personal Care in Finland

Whilst at the beginning of the review period features of mass and premium products were distinct, in 2017 more mass brands had premium characteristics and more premium brands were positioned at the more affordable end of the price spectrum. New types of products such as celebrity-endorsed brands, fashion and clothing label brands, lifestyle and professional brands entered the market. Natural and pharma brands also added to this blurring. As a result, innovation and most launches were taking plac...

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 2013-2017, allowing you to identify the sectors driving growth. Forecasts to 2022 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, 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.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.


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