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.

Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes, company and brand shares, distribution and pricing data.

Tables: 76  |  Publication date: Jul 2009
Cost: 
GBP750.00

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

Economic growth supports good performance

In 2008, household care in Belarus maintained its strong development, although growth showed signs of slowing down in some categories. Value sales outperformed volume sales, with some less sophisticated categories registering declining volume sales. Steady value growth in the face of more conservative or declining volume growth is indicative of Belarussian consumers’ increasing preference for more sophisticated products, which carry higher unit prices. Increased knowledge and hygiene awareness, coupled with rising disposable incomes, also stimulated wider usage of household care products, thus boosting value sales.

Segmentation, unification and premiumisation

Rising disposable incomes and increased availability of consumer credit are having a strong impact on value sales of fast-moving consumer goods in Belarus. The increasing penetration of domestic electrical appliances and furniture, coupled with higher purchases of different floor materials and bathroom equipment, are creating strong demand for corresponding household care products. Consumers in Belarus are more likely to purchase more expensive furniture, fittings and finishing materials for their homes, and this is boosting value sales of corresponding task-specific surface care products. On the other hand, consumers’ eagerness to gain value for money and the convenience trend are benefiting multi-purpose cleaners.

Multinationals retain their leading positions

Multinational companies retained their leading positions across all household care categories in 2008, thanks to their ability provide stronger financial backing for new product development and brand extension, along with advertising and promotion. A few domestic companies continued to operate, focusing on specific categories in order to remain competitive. Multinationals continued to increase their value shares in 2008. The key players were The Procter & Gamble Co, Henkel KGaA, Reckitt Benckiser Plc, Sc Johnson & Son Inc, PZ Cussons Plc and Unilever Group. Only two local companies, namely Gomelsky Zhirovoy Kombinat and Barkhim UP, had a significant impact during the review period. Both benefited from State orders and local protectionism. Competition increased in 2008, with the entry of new brands and new players.

Distribution becomes more sophisticated

Distribution of household care in Belarus began shifting to more modern retail outlets towards the end of the review period. The development of large supermarkets/hypermarkets, offering convenient locations, free parking, and competitive price policies and discounting, led to a greater emphasis on value for money. In 2008, other non-grocery retailers, including kiosks and open market pavilions, lost value shares but remained the leading distribution channel for household care. Supermarkets/hypermarkets increased its value share during the review period, thanks to the growing number of outlets and greater shelf space for household care products. In general, state-owned and other large department stores maintained their value shares and positions in 2008. Internet retailing became increasingly popular, but was mainly limited to laundry care, dishwashing products and surface care.

Good growth potential over the forecast period

Household care in Belarus is expected to post strong value growth over the forecast period. The fact that per capita consumption of household care products is low in Belarus compared to Western European countries offers good growth potential. Increasing competition will force manufacturers to invest in added-value innovation, diversification and convenience products to maintain their value shares. Rising disposable incomes will further boost value growth, by stimulating demand for more sophisticated household care products. Multinationals, with production facilities in neighbouring Russia, Ukraine and Poland, will maintain their dominance. Imports of household care products to Belarus will grow over the forecast period. Leading international companies are very unlikely to begin domestic production in Belarus, as the local household care market is heavy regulated and has high barriers for new entrants.

Table of contents

HOUSEHOLD CARE IN BELARUS : MARKET INSIGHT

EXECUTIVE SUMMARY

Economic growth supports good performance

Segmentation, unification and premiumisation

Multinationals retain their leading positions

Distribution becomes more sophisticated

Good growth potential over the forecast period

MARKET INDICATORS

Table 1 Households 2003-2008

MARKET DATA

Table 2 Sales of Household Care by Sector: Value 2003-2008

Table 3 Sales of Household Care by Sector: % Value Growth 2003-2008

Table 4 Household Care Company Shares 2004-2008

Table 5 Household Care Brand Shares 2005-2008

Table 6 Sales of Household Care by Distribution Format: % Analysis 2003-2008

Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2008

Table 8 Forecast Sales of Household Care by Sector: Value 2008-2013

Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2008-2013

DEFINITIONS

Summary 1 Summary - Research Sources

LOCAL COMPANY PROFILES - BELARUS

BARKHIM UP - HOUSEHOLD CARE - BELARUS

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Summary - Barkhim UP: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 3 Summary - Barkhim UP: Competitive Position 2008

BRESTSKI ZAVOD BYTOVOI CHEMIJI - HOUSEHOLD CARE - BELARUS

STRATEGIC DIRECTION

KEY FACTS

Summary 4 Summary - Brestski Zavod Bytovoi Chemiji: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 5 Summary - Brestski Zavod Bytovoi Chemiji: Competitive Position 2008

GOMELSKY ZHIROVOY KOMBINAT OAO - HOUSEHOLD CARE - BELARUS

STRATEGIC DIRECTION

KEY FACTS

Summary 6 Summary - Gomelsky Zhirovoy Kombinat OAO: Key Facts

COMPANY BACKGROUND

PRODUCTION

Summary 7 Summary - Gomelsky Zhirovoy Kombinat OAO: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 8 Summary - Gomelsky Zhirovoy Kombinat OAO: Competitive Position 2008

LAUNDRY CARE IN BELARUS

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR INDICATORS

Table 10 Household Penetration of Washing Machines 2003-2008

SECTOR DATA

Table 11 Sales of Laundry Care by Subsector: Value 2003-2008

Table 12 Sales of Laundry Care by Subsector: % Value Growth 2003-2008

Table 13 Sales of Laundry Detergents by Type: Value 2003-2008

Table 14 Sales of Laundry Detergents by Type: % Value Growth 2003-2008

Table 15 Sales of Laundry Aids by Type: Value 2003-2008

Table 16 Sales of Laundry Aids by Type: % Value Growth 2003-2008

Table 17 Laundry Care Company Shares 2004-2008

Table 18 Laundry Care Brand Shares 2005-2008

Table 19 Laundry Detergents Company Shares 2004-2008

Table 20 Laundry Detergents Brand Shares 2005-2008

Table 21 Laundry Aids Company Shares 2004-2008

Table 22 Laundry Aids Brand Shares 2005-2008

Table 23 Forecast Sales of Laundry Care by Subsector: Value 2008-2013

Table 24 Forecast Sales of Laundry Care by Subsector: % Value Growth 2008-2013

DISHWASHING PRODUCTS IN BELARUS

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 25 Sales of Dishwashing Products by Subsector: Value 2003-2008

Table 26 Sales of Dishwashing Products by Subsector: % Value Growth 2003-2008

Table 27 Dishwashing Products Company Shares 2004-2008

Table 28 Dishwashing Products Brand Shares 2005-2008

Table 29 Forecast Sales of Dishwashing Products by Subsector: Value 2008-2013

Table 30 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2008-2013

SURFACE CARE IN BELARUS

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 31 Sales of Surface Care by Subsector: Value 2003-2008

Table 32 Sales of Surface Care by Subsector: % Value Growth 2003-2008

Table 33 Sales of Household Care Wipes and Floor Cleaning Systems by Type: Value 2003-2008

Table 34 Sales of Household Care Wipes and Floor Cleaning Systems by Type: % Value Growth 2003-2008

Table 35 Surface Care Company Shares 2004-2008

Table 36 Surface Care Brand Shares 2005-2008

Table 37 Forecast Sales of Surface Care by Subsector: Value 2008-2013

Table 38 Forecast Sales of Surface Care by Subsector: % Value Growth 2008-2013

CHLORINE BLEACH IN BELARUS

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 39 Sales of Chlorine Bleach: Value 2003-2008

Table 40 Sales of Chlorine Bleach: % Value Growth 2003-2008

Table 41 Chlorine Bleach Company Shares 2004-2008

Table 42 Chlorine Bleach Brand Shares 2005-2008

Table 43 Forecast Sales of Chlorine Bleach: Value 2008-2013

Table 44 Forecast Sales of Chlorine Bleach: % Value Growth 2008-2013

TOILET CARE PRODUCTS IN BELARUS

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 45 Forecast Sales of Toilet Care Products by Subsector: Value 2008-2013

Table 46 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2008-2013

Table 47 Sales of Toilet Care Products by Subsector: Value 2003-2008

Table 48 Sales of Toilet Care Products by Subsector: % Value Growth 2003-2008

Table 49 Toilet Care Products Company Shares 2004-2008

Table 50 Toilet Care Products Brand Shares 2005-2008

POLISHES IN BELARUS

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 51 Sales of Polishes by Subsector: Value 2003-2008

Table 52 Sales of Polishes by Subsector: % Value Growth 2003-2008

Table 53 Polishes Company Shares 2004-2008

Table 54 Polishes Brand Shares 2005-2008

Table 55 Forecast Sales of Polishes by Subsector: Value 2008-2013

Table 56 Forecast Sales of Polishes by Subsector: % Value Growth 2008-2013

AIR CARE IN BELARUS

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 57 Sales of Air Care by Subsector: Value 2003-2008

Table 58 Sales of Air Care by Subsector: % Value Growth 2003-2008

Table 59 Air Care Company Shares 2004-2008

Table 60 Air Care Brand Shares 2005-2008

Table 61 Forecast Sales of Air Care by Subsector: Value 2008-2013

Table 62 Forecast Sales of Air Care by Subsector: % Value Growth 2008-2013

INSECTICIDES IN BELARUS

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 63 Sales of Insecticides by Subsector: Value 2003-2008

Table 64 Sales of Insecticides by Subsector: % Value Growth 2003-2008

Table 65 Insecticides Company Shares 2004-2008

Table 66 Insecticides Brand Shares 2005-2008

Table 67 Forecast Sales of Insecticides by Subsector: Value 2008-2013

Table 68 Forecast Sales of Insecticides by Subsector: % Value Growth 2008-2013

Change currency displayed
all prices excluding P&P
request more information

Available formats

  • Instant online access
  • Download PDF
  • Download Word document
research methodology

Get Acrobat Reader

click here to download Adobe Acrobat Reader 7.0

© Euromonitor International 2010