Laundry Care in Estonia - New Study Released

From: Fast Market Research, Inc.
Published: Thu Mar 10 2016

Laundry care dominates overall sales of home care in Estonia, accounting for around 70% of overall value sales in 2015. With wide usage and a well-established consumer base, laundry care is showing some indications of maturity. Despite increasing maturity, sales saw volume and current value growth in the year due to innovations such as Unilever's Omo Little Giant and an increase in income levels.

Competitive Landscape

Procter & Gamble maintained first position in laundry care with a retail value share of 34% in 2015. The company offers well-known and well-trusted brands within laundry care such as Ariel, Bonux and Tide, while also offering different price ranges. The company also invests in strong marketing support via television, printed media and online. The company however saw the sharpest dip in value share among the leading players in the year, at almost half a percentage point, chiefly due to stronger competition from Henkel and Mayeri in second and third place.

Full Report Details at

Industry Prospects

Concentrated powder and liquid laundry detergents are expected to continue to attract more consumers in the forecast period. With rising disposable income levels and a growing focus on environmental protection, more consumers will be attracted by concentrated options, with concentrated powder detergents and concentrated liquid detergents seeing 3% and 4% volume CAGR respectively. Concentrated liquid detergents is expected to see the strongest growth thanks to a growing number of consumers viewing liquids as better for sensitive skin and less messy to use in comparison to powder detergents.

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?
* What are the main new products developments in the laundry aids area?

About Fast Market Research

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You may also be interested in these related reports:

- Laundry Care in Turkey
- Laundry Care in Japan
- Laundry Care in Russia
- Laundry Care in Ireland
- Laundry Care in Austria

Company: Fast Market Research, Inc.
Contact Name: Bill Thompson
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