April 2026 · 87 SKUs
Finland’s
laundry aisle
spans 5×.
Across 3,073 shelf-price records, median laundry-liquid prices run from €2.73/L to €13.80/L. The gap comes from a very low discount floor.
Price spread
5×
from Wau! to Vanish
3,073 price records · 87 Finnish liquid laundry-detergent SKUs · Jan 27–Apr 7, 2026
Median price per litre
Finland · liquid laundry detergent
The aisle is wide
because the bottom is low.
Wau!
LV
Lumme
Omo
Serto
Vanish
Shelf range
€2.73/L → €13.80/L
The standout is Lidl’s Wau!, far below a mid-market cluster around €5–€9/L.
Annual cost gap
€58
per year for a household washing twice a week
About 10 litres a year means roughly €27 on Wau! versus €85 on Omo.
Why?
01
Private-label positioning
K-Ryhmä and S-Ryhmä have leaned more reliable and Finnish-made than ultra-cheap.
Neither major chain runs a deep-discount laundry-gel line at the very bottom of the aisle.
Wau! sets a much lower price floor than shoppers usually see in Prisma or K-Citymarket.
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