Market Report, "Laundry Care in Estonia", published

From: Fast Market Research, Inc.
Published: Mon Apr 27 2015

Thanks to wide usage, laundry care is one of the most important within home care in the country. However, since its consumer base was already well-established, laundry care started to see some indications of maturity. Nevertheless, it saw volume and retail value growth in 2014 due to innovations and increase in income levels.

Competitive Landscape

As Estonian laundry care has numerous brands by different players, no company has dominance. However, Procter & Gamble maintained its leadership with a retail value share of 34% in 2014. The company offers various brands within laundry care and within different price ranges, including popular laundry detergent brands Ariel, Bonux and Tide. In addition, Procter & Gamble ensured its position through significant promotion via television, printed media and online channels and recent new launches. Another significant player was Henkel Balti with a retail value share of 19% in 2014. Similar to Procter & Gamble, Henkel Balti has wide brand portfolio, with most popular ones being Persil, Perwoll and Mini Risk. Local player Mayeri Industries maintained third position with a retail value share of 8% in 2014.

Full Report Details at

Industry Prospects

Laundry care is set to experience very moderate growth in the forecast period in value and volume. Although maturity is rising and consumption is already high, innovations and projected improvement in economic conditions could contribute to growth. However, as increase in income levels would be impaired by rising prices, consumers will remain cautious. Hence, improving sales requires greater effort from marketing and product development departments.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Laundry Care industry in Estonia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Laundry Care industry in Estonia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Laundry Care in Estonia market research report includes:

* Analysis of key supply-side and demand trends  
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

* What is the market size of Laundry Care in Estonia?
* What are the major brands in Estonia?
* What is the performance of concentrated liquid detergents?

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You may also be interested in these related reports:

- Laundry Care in the United Kingdom
- Laundry Care in Turkey
- Laundry Care in Lithuania
- Laundry Care in Russia
- Laundry Care in Morocco

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