New Report Available: Surface Care in Estonia

The number of retailers offering household care wipes and floor cleaning systems continued to broaden at the end of the review period, with many retailers also widening the range of products on offer. However, it remains difficult to encourage consumers to purchase these products unless attractive price discounts are offered. Consumers meanwhile appear to be particularly interested in kits in this area, particularly as many are using wipes for the first time. Consequently starter kits/sweepers/sticks (dry electro-static) and starter kits/trigger device floor cleaning systems saw the strongest current value growth across surface care in 2015 with 14% current value growth each.

Competitive Landscape

Unilever was the leading player in surface care throughout the review period and accounted for a fairly steady value share of 21%. This company benefits from its strong investment in marketing and its use of price promotions for its popular Cif and Domestos brands. These brands also offer affordable prices, thus attracting many consumers. Many consumers will buy these brands if they are discounted, while rising income levels at the end of the review period also boosted full-price sales.

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Industry Prospects

Dry electro-static wipes and floor cleaning systems, both new product entries during the review period, are expected to continue to see strong sales growth in the forecast period. These product areas are expected to benefit from rising income levels and growing interest in convenient and value-added home care. Dry electro-static wipes is expected to see 7% value CAGR at constant 2015 prices in the forecast period, while floor cleaning systems is expected to see 6% CAGR.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Surface 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 Surface Care industry in Estonia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Surface 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 Surface Care in Estonia?
* What are the major brands in Estonia?
* What are the fastest growth categories within surface care?

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