Household Care in 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
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
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