Household Care in Azerbaijan
Euromonitor International's Household Care in Azerbaijan market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 74 | Publication date: Jun 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Higher value growth in all categories in 2007
Over the review period, household care registered steady sales growth. However, in 2007, there was a decrease in volume growth and a high increase in value growth in almost all household care categories. The high rate of inflation at the end of the review period and, consequently, high savings rates amongst consumers slowed consumption in general and in household care in particular. The performance of this industry is traditionally closely related to the general economic situation in the country.
Rising energy and utility costs slow volume growth
At the end of the review period, price sensitivity was evident in the purchasing behaviour of consumers. Particularly middle-income consumers responded to rising prices by cutting down on their expenditure. As a result cheaper Turkish and Iranian brands in many categories enjoyed higher demand. On the other hand, at the end of the review period, the credit system was developed to a high level, allowing the majority of average-income consumers to purchase washing machines. However, traditional hand dishwashing practices remained common and dishwashing machines did not penetrate as significantly. Nonetheless, the increase in electricity prices made consumers economise on their use of washing machines. Dishwashing products was dominated by hand dishwashing and manufacturers launched added-value formulations and extensions of existing products which offered greater antibacterial and biodegradable features to protect the skin and prevent irritation.
Imported brands dominate household care
Foreign manufacturers dominate household care and imported products are present in all price segments. The leading company in household care in Azerbaijan in 2007 was Procter & Gamble ZAO, followed by Henkel ERA OAO and SC Johnson OOO. There are some domestic brands, such as Tara (AzerPak MMC) in dishwashing products and Rashka (Kuguar MMC) in dishwashing products, surface care, and toilet care products.
Development of distribution channels
Household care products are mostly distributed through supermarkets, discounters, independent small grocers, health and beauty retailers (perfumeries), other non-grocer retailers and department stores. Although the number of supermarkets is increasing year-on-year and therefore the number of consumers in this distribution channel is growing, unit price increases have forced many consumers to shift to lower-cost retailers, such as discounters, wholesale stores and outdoor markets. In addition, an important factor driving sales is the government’s recent economic development of the country, which widened the distribution of products to all regions.
Innovation to boost growth over the forecast period
Over the forecast period, household care will experience positive growth as the presence of multinationals increases. Traditional product types that were popular over the review period will maintain demand over the forecast period. The stabilisation of macroeconomic conditions and the increase in oil- and gas-related investment is expected. Thus, manufacturers are likely to gradually increase their turnover during the forecast period. Consumers will seek out products with innovations such as new fragrances, improved formulas, etc. The global trend of 2-in-1 and sometimes 3-in-1 products, and the launch of highly specialised products, such as hand dishwashing products with hand care or gel- or balsam-added ingredients might weaken the demand for some traditional standard products.
Table of contents
HOUSEHOLD CARE IN AZERBAIJAN : MARKET INSIGHT
EXECUTIVE SUMMARY
Higher value growth in all categories in 2007
Rising energy and utility costs slow volume growth
Imported brands dominate household care
Development of distribution channels
Innovation to boost growth over the forecast period
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 8 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
LAUNDRY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Indicators
Table 10 Household Penetration of Washing Machines 2002-2007
Sector Data
Table 11 Sales of Laundry Care by Subsector: Value 2002-2007
Table 12 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 13 Sales of Laundry Detergents by Type: Value 2002-2007
Table 14 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 15 Sales of Laundry Aids by Type: Value 2002-2007
Table 16 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 17 Laundry Care Company Shares 2003-2007
Table 18 Laundry Care Brand Shares 2004-2007
Table 19 Laundry Detergents Company Shares 2003-2007
Table 20 Laundry Detergents Brand Shares 2004-2007
Table 21 Laundry Aids Company Shares 2003-2007
Table 22 Laundry Aids Brand Shares 2004-2007
Table 23 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 24 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Indicators
Table 25 Household Penetration of Dishwashers 2002-2007
Sector Data
Table 26 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 27 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 28 Dishwashing Products Company Shares 2003-2007
Table 29 Dishwashing Products Brand Shares 2004-2007
Table 30 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 31 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 32 Sales of Surface Care by Subsector: Value 2002-2007
Table 33 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 34 Surface Care Company Shares 2003-2007
Table 35 Surface Care Brand Shares 2004-2007
Table 36 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 37 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 38 Sales of Chlorine Bleach: Value 2002-2007
Table 39 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 40 Chlorine Bleach Company Shares 2003-2007
Table 41 Chlorine Bleach Brand Shares 2004-2007
Table 42 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 43 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 44 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 45 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 46 Toilet Care Products Company Shares 2003-2007
Table 47 Toilet Care Products Brand Shares 2004-2007
Table 48 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 49 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 50 Sales of Polishes by Subsector: Value 2002-2007
Table 51 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 52 Polishes Company Shares 2003-2007
Table 53 Polishes Brand Shares 2004-2007
Table 54 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 55 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 56 Sales of Air Care by Subsector: Value 2002-2007
Table 57 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 58 Air Care Company Shares 2003-2007
Table 59 Air Care Brand Shares 2004-2007
Table 60 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 61 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 62 Sales of Insecticides by Subsector: Value 2002-2007
Table 63 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 64 Insecticides Company Shares 2003-2007
Table 65 Insecticides Brand Shares 2004-2007
Table 66 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 67 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012
AZERPAK MMC
Strategic Direction
Key Facts
Summary 2 AzerPak MMC: Key Facts
Summary 3 AzerPak MMC: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 4 AzerPak MMC: Competitive Position 2007
SUMGAIT HOUSEHOLD CHEMICAL GOODS JSC
Strategic Direction
Key Facts
Summary 5 Sumgait Household Chemical Goods JSC: Key Facts
Summary 6 Sumgait Household Chemical Goods JSC: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 7 Sumgait Household Chemical Goods JSC: Competitive Position 2007