Table of Contents

TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: personal hygiene 2
Summary category level: bath & shower products 3
Summary category level: deodorants 4
Summary category level: soap 5
Chapter 2 Introduction 6
What is this report about? 6
How to use this report 6
Market definition 7
Chapter 3 Market Overview 20
Value analysis (Euro), 2003?08 20
Value analysis (Euro), 2008?13 21
Value analysis (US dollars), 2003?08 23
Value analysis (US dollars), 2008?13 23
Volume analysis, 2003?08 25
Volume analysis, 2008?13 26
Company and brand share analysis 28
Distribution analysis 33
Expenditure and consumption per capita 35
Chapter 4 Leading Company Profiles 38
Unilever 38
Henkel AG & Co. KGaA 40
Chapter 5 Category Analysis: Bath & shower products 42
Value analysis (Euro), 2003?08 42
Value analysis (Euro), 2008?13 43
Value analysis (US dollars), 2003?08 45
Value analysis (US dollars), 2008?13 45
Volume analysis, 2003?08 47
Volume analysis, 2008?13 48
Company and brand share analysis 50
Distribution analysis 53
Expenditure and consumption per capita 55
Chapter 6 Category Analysis: Deodorants 58
Value analysis (Euro), 2003?08 58
Value analysis (Euro), 2008?13 59
Value analysis (US dollars), 2003?08 61
Value analysis (US dollars), 2008?13 62
Volume analysis, 2003?08 64
Volume analysis, 2008?13 65
Company and brand share analysis 67
Distribution analysis 70
Expenditure and consumption per capita 72
Chapter 7 Category Analysis: Soap 78
Value analysis (Euro), 2003?08 78
Value analysis (Euro), 2008?13 79
Value analysis (US dollars), 2003?08 81
Value analysis (US dollars), 2008?13 81
Volume analysis, 2003?08 83
Volume analysis, 2008?13 84
Company and brand share analysis 86
Distribution analysis 90
Expenditure and consumption per capita 92
Chapter 8 Country Comparison 95
Value 95
Volume 99
Market share 103
Chapter 9 PESTLE Analysis 104
Summary 104
Political analysis 106
Economic analysis 109
Social analysis 112
Technological analysis 115
Legal analysis 119
Environmental analysis 122
Chapter 10 New Product Development 126
Product launches over time 126
Recent product launches 128
Chapter 11 Macroeconomic Profile 129
Macroeconomic indicators 129
Chapter 12 Research Methodology 134
Methodology overview 134
Secondary research 135
Market modeling 136
Creating an initial data model 136
Revising the initial data model 136
Creating a final estimate 137
Creating demographic value splits 137
Primary research 137
Data finalization 138
Ongoing research 138
Chapter 13 APPENDIX 139
Future readings 139
How to contact experts in your industry 139
Disclaimer 139

LIST OF FIGURES
Figure 1: Finland personal hygiene value and value forecast, 2003?13 (€m, nominal prices) 22
Figure 2: Finland personal hygiene category growth comparison, by value, 2003?13 24
Figure 3: Finland personal hygiene volume and volume forecast, 2003?13 (units, million) 27
Figure 4: Finland personal hygiene category growth comparison, by volume, 2003?13 27
Figure 5: Finland personal hygiene company share, by value, 2007?08 (%) 30
Figure 6: Finland personal hygiene distribution channels, by value, 2007?08 (%) 34
Figure 7: Finland bath & shower products value and value forecast, 2003?13 (€m, nominal prices) 44
Figure 8: Finland bath & shower products category growth comparison, by value, 2003?13 46
Figure 9: Finland bath & shower products volume and volume forecast, 2003?13 (units, million) 49
Figure 10: Finland bath & shower products category growth comparison, by volume, 2003?13 49
Figure 11: Finland bath & shower products company share, by value, 2007?08 (%) 51
Figure 12: Finland bath & shower products distribution channels, by value, 2007?08 (%) 54
Figure 13: Finland deodorants value and value forecast, 2003?13 (€m, nominal prices) 60
Figure 14: Finland deodorants category growth comparison, by value, 2003?13 63
Figure 15: Finland deodorants volume and volume forecast, 2003?13 (units, million) 66
Figure 16: Finland deodorants category growth comparison, by volume, 2003?13 66
Figure 17: Finland deodorants company share, by value, 2007?08 (%) 68
Figure 18: Finland deodorants distribution channels, by value, 2007?08 (%) 71
Figure 19: Finland soap value and value forecast, 2003?13 (€m, nominal prices) 80
Figure 20: Finland soap category growth comparison, by value, 2003?13 82
Figure 21: Finland soap volume and volume forecast, 2003?13 (units, million) 85
Figure 22: Finland soap category growth comparison, by volume, 2003?13 85
Figure 23: Finland soap company share, by value, 2007?08 (%) 88
Figure 24: Finland soap distribution channels, by value, 2007?08 (%) 91
Figure 25: Global personal hygiene market split (value terms, 2008), top five countries 96
Figure 26: Global personal hygiene market value, 2003–08, top five countries 98
Figure 27: Global personal hygiene market split (volume terms, 2008), top five countries 100
Figure 28: Global personal hygiene market volume, 2003–08, top five countries 102
Figure 29: Annual data review process 135

LIST OF TABLES
Table 1: Personal hygiene category definitions 8
Table 2: Personal hygiene distribution channels 9
Table 3: Finland personal hygiene value, 2003?08 (€m, nominal prices) 20
Table 4: Finland personal hygiene value forecast, 2008?13 (€m, nominal prices) 21
Table 5: Finland personal hygiene value, 2003?08 ($m, nominal prices) 23
Table 6: Finland personal hygiene value forecast, 2008?13 ($m, nominal prices) 23
Table 7: Finland personal hygiene volume, 2003?08 (units, million) 25
Table 8: Finland personal hygiene volume forecast, 2008?13 (units, million) 26
Table 9: Finland personal hygiene brand share, by value, 2007?08 (%) 28
Table 10: Finland personal hygiene value, by brand 2007?08 (€m, nominal prices) 29
Table 11: Finland personal hygiene company share by value, 2007?08 (%) 31
Table 12: Finland personal hygiene value, by company, 2007?08 (€m, nominal prices) 32
Table 13: Finland personal hygiene distribution channels, by value, 2007?08 (%) 33
Table 14: Finland personal hygiene value, by distribution channel, 2007?08 (€m, nominal prices) 33
Table 15: Finland personal hygiene expenditure per capita, 2003?08 (€, nominal prices) 35
Table 16: Finland personal hygiene forecast expenditure per capita, 2008?13 (€, nominal prices) 35
Table 17: Finland personal hygiene expenditure per capita, 2003?08 ($, nominal prices) 36
Table 18: Finland personal hygiene forecast expenditure per capita, 2008?13 ($, nominal prices) 36
Table 19: Finland personal hygiene consumption per capita, 2003?08 (units) 37
Table 20: Finland personal hygiene forecast consumption per capita, 2008?13 (units) 37
Table 21: Unilever key facts 38
Table 22: Henkel AG & Co. KGaA key facts 40
Table 23: Finland bath & shower products value, 2003?08 (€m, nominal prices) 42
Table 24: Finland bath & shower products value forecast, 2008?13 (€m, nominal prices) 43
Table 25: Finland bath & shower products value, 2003?08 ($m, nominal prices) 45
Table 26: Finland bath & shower products value forecast, 2008?13 ($m, nominal prices) 45
Table 27: Finland bath & shower products volume, 2003?08 (units, million) 47
Table 28: Finland bath & shower products volume forecast, 2008?13 (units, million) 48
Table 29: Finland bath & shower products brand share, by value, 2007?08 (%) 50
Table 30: Finland bath & shower products value, by brand 2007?08 (€m, nominal prices) 50
Table 31: Finland bath & shower products company share by value, 2007?08 (%) 52
Table 32: Finland bath & shower products value, by company, 2007?08 (€m, nominal prices) 52
Table 33: Finland bath & shower products distribution channels, by value, 2007?08 (%) 53
Table 34: Finland bath & shower products value, by distribution channel, 2007?08 (€m, nominal prices) 53
Table 35: Finland bath & shower products expenditure per capita, 2003?08 (€, nominal prices) 55
Table 36: Finland bath & shower products forecast expenditure per capita, 2008?13 (€, nominal prices) 55
Table 37: Finland bath & shower products expenditure per capita, 2003?08 ($, nominal prices) 56
Table 38: Finland bath & shower products forecast expenditure per capita, 2008?13 ($, nominal prices) 56
Table 39: Finland bath & shower products consumption per capita, 2003?08 (units) 57
Table 40: Finland bath & shower products forecast consumption per capita, 2008?13 (units) 57
Table 41: Finland deodorants value, 2003?08 (€m, nominal prices) 58
Table 42: Finland deodorants value forecast, 2008?13 (€m, nominal prices) 59
Table 43: Finland deodorants value, 2003?08 ($m, nominal prices) 61
Table 44: Finland deodorants value forecast, 2008?13 ($m, nominal prices) 62
Table 45: Finland deodorants volume, 2003?08 (units, million) 64
Table 46: Finland deodorants volume forecast, 2008?13 (units, million) 65
Table 47: Finland deodorants brand share, by value, 2007?08 (%) 67
Table 48: Finland deodorants value, by brand 2007?08 (€m, nominal prices) 67
Table 49: Finland deodorants company share by value, 2007?08 (%) 69
Table 50: Finland deodorants value, by company, 2007?08 (€m, nominal prices) 69
Table 51: Finland deodorants distribution channels, by value, 2007?08 (%) 70
Table 52: Finland deodorants value, by distribution channel, 2007?08 (€m, nominal prices) 70
Table 53: Finland deodorants expenditure per capita, 2003?08 (€, nominal prices) 72
Table 54: Finland deodorants forecast expenditure per capita, 2008?13 (€, nominal prices) 73
Table 55: Finland deodorants expenditure per capita, 2003?08 ($, nominal prices) 74
Table 56: Finland deodorants forecast expenditure per capita, 2008?13 ($, nominal prices) 75
Table 57: Finland deodorants consumption per capita, 2003?08 (units) 76
Table 58: Finland deodorants forecast consumption per capita, 2008?13 (units) 77
Table 59: Finland soap value, 2003?08 (€m, nominal prices) 78
Table 60: Finland soap value forecast, 2008?13 (€m, nominal prices) 79
Table 61: Finland soap value, 2003?08 ($m, nominal prices) 81
Table 62: Finland soap value forecast, 2008?13 ($m, nominal prices) 81
Table 63: Finland soap volume, 2003?08 (units, million) 83
Table 64: Finland soap volume forecast, 2008?13 (units, million) 84
Table 65: Finland soap brand share, by value, 2007?08 (%) 86
Table 66: Finland soap value, by brand 2007?08 (€m, nominal prices) 87
Table 67: Finland soap company share by value, 2007?08 (%) 89
Table 68: Finland soap value, by company, 2007?08 (€m, nominal prices) 89
Table 69: Finland soap distribution channels, by value, 2007?08 (%) 90
Table 70: Finland soap value, by distribution channel, 2007?08 (€m, nominal prices) 90
Table 71: Finland soap expenditure per capita, 2003?08 (€, nominal prices) 92
Table 72: Finland soap forecast expenditure per capita, 2008?13 (€, nominal prices) 92
Table 73: Finland soap expenditure per capita, 2003?08 ($, nominal prices) 93
Table 74: Finland soap forecast expenditure per capita, 2008?13 ($, nominal prices) 93
Table 75: Finland soap consumption per capita, 2003?08 (units) 94
Table 76: Finland soap forecast consumption per capita, 2008?13 (units) 94
Table 77: Global personal hygiene market value, 2008 95
Table 78: Global personal hygiene market split (value terms ($m), 2008), top five countries 98
Table 79: Global personal hygiene market volume, 2008 99
Table 80: Global personal hygiene market split (volume terms, 2008), top five countries 102
Table 81: Leading players, top five countries 103
Table 82: Analysis of Finland’s political landscape 106
Table 83: Analysis of Finland’s economy 109
Table 84: Analysis of Finland’s social system 112
Table 85: Analysis of Finland’s technology landscape 115
Table 86: Hourly labor cost in EU countries 117
Table 87: Patents received from USPTO 118
Table 88: Analysis of Finland’s legal landscape 119
Table 89: Analysis of Finland’s environmental landscape 122
Table 90: Finland personal hygiene new product launches reports, by company (top five companies), 2008 126
Table 91: Finland personal hygiene new product launches SKUs, by company (top five companies), 2008 126
Table 92: Finland personal hygiene new product launches (reports), by flavor and fragrances (top 10 flavors), 2008 127
Table 93: Finland personal hygiene new product launches (reports), by ingredients (top 10 ingredients), 2008 127
Table 94: Finland personal hygiene new product launches (reports), by package tags or claims (top 10 claims), 2008 128
Table 95: Finland personal hygiene new product launches (reports) - Recent five launches (2008) 128
Table 96: Finland population, by age group, 2003?08 (millions) 129
Table 97: Finland population forecast, by age group, 2008?13 (millions) 130
Table 98: Finland population, by gender, 2003?08 (millions) 130
Table 99: Finland population forecast, by gender, 2008?13 (millions) 131
Table 100: Finland nominal GDP, 2003?08 (€bn, nominal prices) 131
Table 101: Finland nominal GDP forecast, 2008?13 (€bn, nominal prices) 131
Table 102: Finland real GDP, 2003?08 (€bn, 2000 prices) 132
Table 103: Finland real GDP forecast, 2008?13 (€bn, 2000 prices) 132
Table 104: Finland real GDP, 2003?08 ($bn, 2000 prices) 132
Table 105: Finland real GDP forecast, 2008?13 ($bn, 2000 prices) 133
Table 106: Finland consumer price index, 2003?08 (2000=100) 133
Table 107: Finland consumer price index, 2008?13 (2000=100) 133