Household
Household Care

Household Care in Belarus

Belarus

Euromonitor International's Household Care in Belarus 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: 75  |  Publication date: Jun 2008
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Product coverage

Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products

Executive summary

Stable development in 2007

In 2007 household care products continued to maintain a stable development, but growth showed signs of slowing down in many categories.

The growth of the population’s knowledge and awareness of hygiene matters and also the growth of disposable income help household care products to be widely used and profitable.

More sophisticated products on offer

Laundry detergents with multiple functions, for example, with fabric softeners, spot and stain removers, starch/ironing aids and bleach added as extra components, were also gaining popularity on the market. There were spot and stain removers on the market designed for different types of stains. Concentrated fabric softeners are now almost a norm on the market.

In hand dishwashing, products with added balsam, glycerine or minerals to protect hands and nails or in concentrated formats were gaining popularity. Automatic dishwashing tablets became more developed, offering more sophisticated products with multiple functions, for example tablets with 5-in-1, 7-in-1 or even all-in-1 claims. Special products for dishwashing machines came to the market – for example, aromatic dishwashing units. Surface care and toilet care products had a few new product types, including specially-designed products for ceramic hobs and for microwaves, products for kitchen or bathroom cleaning with multiple functions, toilet care tablets and foam drain openers.

Multinationals lead

The majority of leading players are multinational companies, with the exception of a few strong Russian players. Multinational companies continued to strengthen their market positions, increasing their shares and prospects for diversification in all spheres of their interest. The key multinational players are Procter & Gamble Co, Henkel KGaA, Reckitt Benckiser Plc, PZ Cussons Plc, McBride Plc, Kruse Chemie KG, Unilever Group amongst others.

Competition on the market increased in 2007 with new brands and new players coming to the market. Advertising became more active and aggressive due to the increasing competition.

Dynamics in retail distribution

Towards the end of the review period distribution experienced big improvement and began shifting to more modern channels. Other non-grocery retailers, including kiosks and open market pavilions, was still the main distribution channel for household care in 2007, sharing 60% of total retail value sales. But supermarkets/hypermarkets over the review period increased in numbers and more shelf space became available for household care products in this channel, which made it a very important distribution channel with an almost 17% value share in 2007. State-owned and other large department stores did not lose market share and position in general in 2007, sharing a 14% retail value share. Internet sales were increasing in popularity, but mainly for laundry care and for dishwashing products.

Positive growth ahead

In the forecast period, household care will experience stable value growth without any obstacles. Multinational companies will keep their dominant position, having their production in neighbouring countries (eg Russia, Ukraine, Poland), which helps them more easily import their products to Belarus. The imports of household care products to Belarus will be growing.

An adverse economic climate and heavily regulated market, with an economy planned and controlled by the government, makes Belarus is a less than attractive venue for foreign investments. Leading international companies are unlikely to open domestic production in Belarus.

There has been only one attempt by a leading international company to negotiate investment in Belarusian household care. Henkel KGaA is currently taking interest in investing in the production of the biggest laundry detergents manufacturer in Belarus – the state-owned company Barkhim UP.

Table of contents

HOUSEHOLD CARE IN BELARUS : MARKET INSIGHT

EXECUTIVE SUMMARY

Stable development in 2007

More sophisticated products on offer

Multinationals lead

Dynamics in retail distribution

Positive growth ahead

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 Data

Table 10 Sales of Laundry Care by Subsector: Value 2002-2007

Table 11 Sales of Laundry Care by Subsector: % Value Growth 2002-2007

Table 12 Sales of Laundry Detergents by Type: Value 2002-2007

Table 13 Sales of Laundry Detergents by Type: % Value Growth 2002-2007

Table 14 Sales of Laundry Aids by Type: Value 2002-2007

Table 15 Sales of Laundry Aids by Type: % Value Growth 2002-2007

Table 16 Laundry Care Company Shares 2003-2007

Table 17 Laundry Care Brand Shares 2004-2007

Table 18 Laundry Detergents Company Shares 2003-2007

Table 19 Laundry Detergents Brand Shares 2004-2007

Table 20 Laundry Aids Company Shares 2003-2007

Table 21 Laundry Aids Brand Shares 2004-2007

Table 22 Forecast Sales of Laundry Care by Subsector: Value 2007-2012

Table 23 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012

DISHWASHING PRODUCTS

Headlines

Trends

Competitive Landscape

Prospects

Sector Data

Table 24 Sales of Dishwashing Products by Subsector: Value 2002-2007

Table 25 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007

Table 26 Dishwashing Products Company Shares 2003-2007

Table 27 Dishwashing Products Brand Shares 2004-2007

Table 28 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012

Table 29 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012

SURFACE CARE

Headlines

Trends

Competitive Landscape

Prospects

Sector Data

Table 30 Sales of Surface Care by Subsector: Value 2002-2007

Table 31 Sales of Surface Care by Subsector: % Value Growth 2002-2007

Table 32 Sales of Wipes by Type: Value 2002-2007

Table 33 Sales of Wipes by Type: % 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 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

BARKHIM UP

Strategic Direction

Key Facts

Summary 2 Barkhim UP: Key Facts

Company Background

Prodution

Competitive Positioning

Summary 3 Barkhim UP: Competitive Position 2007

BRESTSKI ZAVOD BYTOVOI CHEMIJI

Strategic Direction

Key Facts

Summary 4 Brestski Zavod Bytovoi Chemiji: Key Facts

Company Background

Prodution

Competitive Positioning

Summary 5 Brestski Zavod Bytovoi Chemiji: Competitive Position 2007

GOMELSKY ZHIROVOY KOMBINAT OAO

Strategic Direction

Key Facts

Summary 6 Gomelsky Zhirovoy Kombinat OAO: Key Facts

Company Background

Production

Summary 7 Gomelsky Zhirovoy Kombinat OAO: Production Statistics 2007

Competitive Positioning

Summary 8 Gomelsky Zhirovoy Kombinat OAO: Competitive Position 2007

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