HOME CARE IN ESTONIA Euromonitor International February 2018 LIST OF CONTENTS AND TABLES Executive Summary Home Care in Estonia Continues To Record Growth Alongside the Overall Economy Booming Real Estate Market Supports Current Value Growth of Home Care Products Domestic Manufacturer Continues Growing Large Retail Chains Offering Internet Orders Environmentally Friendly and Natural Products Expected To Record Growth Market Indicators Table 1 Households 2012-2017 Market Data Table 2 Sales of Home Care by Category: Value 2012-2017 Table 3 Sales of Home Care by Category: % Value Growth 2012-2017 Table 4 NBO Company Shares of Home Care: % Value 2013-2017 Table 5 LBN Brand Shares of Home Care: % Value 2014-2017 Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017 Table 7 Distribution of Home Care by Format: % Value 2012-2017 Table 8 Distribution of Home Care by Format and Category: % Value 2017 Table 9 Forecast Sales of Home Care by Category: Value 2017-2022 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022 Sources Summary 1 Research Sources Headlines Prospects Artificial Scents Not Attractive To Consumers Gel Air Fresheners Continues To Post Dynamic Growth Less Packaging Appealing To Consumers Competitive Landscape International Products Continue To Lead Few Domestic Players Private Label Not Present Category Data Table 11 Sales of Air Care by Category: Value 2012-2017 Table 12 Sales of Air Care by Category: % Value Growth 2012-2017 Table 13 NBO Company Shares of Air Care: % Value 2013-2017 Table 14 LBN Brand Shares of Air Care: % Value 2014-2017 Table 15 Forecast Sales of Air Care by Category: Value 2017-2022 Table 16 Forecast Sales of Air Care by Category: % Value Growth 2017-2022 Headlines Prospects Short Term Increase in Current Value Terms Long Term Stagnation for Bleach No New Product Developments Competitive Landscape International Company Leading Domestic Company Providing Competition Competitive Environment Not Expected To Change Category Data Table 17 Sales of Bleach: Value 2012-2017 Table 18 Sales of Bleach: % Value Growth 2012-2017 Table 19 NBO Company Shares of Bleach: % Value 2013-2017 Table 20 LBN Brand Shares of Bleach: % Value 2014-2017 Table 21 Forecast Sales of Bleach: Value 2017-2022 Table 22 Forecast Sales of Bleach: % Value Growth 2017-2022 Headlines Prospects Automatic Dishwashing Products Record Healthy Growth Hand Dishwashing Continues To Record Growth Premium Products Increasingly Attracting Consumer Interest Competitive Landscape Mayeri Becoming More Active Within Dishwashing Multinationals Stable and Mature Category Category Indicators Table 23 Household Possession of Dishwashers 2012-2017 Category Data Table 24 Sales of Dishwashing by Category: Value 2012-2017 Table 25 Sales of Dishwashing by Category: % Value Growth 2012-2017 Table 26 NBO Company Shares of Dishwashing: % Value 2013-2017 Table 27 LBN Brand Shares of Dishwashing: % Value 2014-2017 Table 28 Forecast Sales of Dishwashing by Category: Value 2017-2022 Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022 Headlines Prospects Consumers Seek Solutions for Recurring Problems Attractive Packaging Leads To Sales Environmental Impact Becomes More Important With Growing Awareness Competitive Landscape Limited Competition Results in A Narrow Selection Leading Companies Stay the Same Imported Products Are the Only Choice Category Data Table 30 Sales of Home Insecticides by Category: Value 2012-2017 Table 31 Sales of Home Insecticides by Category: % Value Growth 2012-2017 Table 32 NBO Company Shares of Home Insecticides: % Value 2013-2017 Table 33 LBN Brand Shares of Home Insecticides: % Value 2014-2017 Table 34 Forecast Sales of Home Insecticides by Category: Value 2017-2022 Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022 Headlines Prospects Convenience in Laundry Care Increases in Importance Liquid Detergents Become Commonly Used Products Powder Detergents Is A Mature Category Competitive Landscape A Well-known Domestic Player Multinationals Private Label Category Indicators Table 36 Household Possession of Washing Machines 2012-2017 Category Data Table 37 Sales of Laundry Care by Category: Value 2012-2017 Table 38 Sales of Laundry Care by Category: % Value Growth 2012-2017 Table 39 Sales of Laundry Aids by Category: Value 2012-2017 Table 40 Sales of Laundry Aids by Category: % Value Growth 2012-2017 Table 41 Sales of Laundry Detergents by Category: Value 2012-2017 Table 42 Sales of Laundry Detergents by Category: % Value Growth 2012-2017 Table 43 NBO Company Shares of Laundry Care: % Value 2013-2017 Table 44 LBN Brand Shares of Laundry Care: % Value 2014-2017 Table 45 NBO Company Shares of Laundry Aids: % Value 2013-2017 Table 46 LBN Brand Shares of Laundry Aids: % Value 2014-2017 Table 47 NBO Company Shares of Laundry Detergents: % Value 2013-2017 Table 48 LBN Brand Shares of Laundry Detergents: % Value 2014-2017 Table 49 Forecast Sales of Laundry Care by Category: Value 2017-2022 Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022 Headlines Prospects Vegan and Organic Shoe Creams Are Introduced Consumers' Purchasing Power Benefit Sales Growth of Higher-value Products Is Expected Competitive Landscape No Change at the Top Many Small Players International Companies Lead Polishes Category Data Table 51 Sales of Polishes by Category: Value 2012-2017 Table 52 Sales of Polishes by Category: % Value Growth 2012-2017 Table 53 NBO Company Shares of Polishes: % Value 2013-2017 Table 54 LBN Brand Shares of Polishes: % Value 2014-2017 Table 55 Forecast Sales of Polishes by Category: Value 2017-2022 Table 56 Forecast Sales of Polishes by Category: % Value Growth 2017-2022 Headlines Prospects Multi-purpose Cleaners Expected To Record the Strongest Growth Over the Forecast Period Convenience Helps To Sell Products Environmental and Health Concerns Likely To Influence Future Growth Competitive Landscape Multinational Companies Leading Domestic Companies Follow Stable Category Without Significant Changes Category Data Table 57 Sales of Surface Care by Category: Value 2012-2017 Table 58 Sales of Surface Care by Category: % Value Growth 2012-2017 Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017 Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017 Table 61 NBO Company Shares of Surface Care: % Value 2013-2017 Table 62 LBN Brand Shares of Surface Care: % Value 2014-2017 Table 63 Forecast Sales of Surface Care by Category: Value 2017-2022 Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022 Headlines Prospects Usage of Toilet Care Products Increases Premium Products Expected To Gain Interest Environmentally Friendly Products Expected To Have An Increasing Presence Competitive Landscape No Change in the Major Category Leaders Domestic Companies Keep Their Positions Private Label's Decreasing Share Category Data Table 65 Sales of Toilet Care by Category: Value 2012-2017 Table 66 Sales of Toilet Care by Category: % Value Growth 2012-2017 Table 67 NBO Company Shares of Toilet Care: % Value 2013-2017 Table 68 LBN Brand Shares of Toilet Care: % Value 2014-2017 Table 69 Forecast Sales of Toilet Care by Category: Value 2017-2022 Table 70 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022