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: 64 | Publication date: Feb 2007
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
Anti-inflationary measures affect growth, but rise continues
Belarus is a country with a relatively unstable economy, and the average annual income of consumers is quite low. However, the household care market performed well in 2005 due to increasing demand for higher value products. This was particularly evident among a core group of more affluent urban consumers. However, the increase demonstrated by the household care market in current value terms in 2005 was lower than that seen in previous years due to efforts by the country’s government to curb inflation.
Demand for higher value products increases
Interest in products offering greater convenience and a high level of effectiveness was evident in 2005. This was underpinned by consumers’ growing awareness of hygiene issues and advertising support by manufacturers, particularly for new products offering added feature and convenience benefits. Products developed specifically for cleaning kitchen surfaces saw strong growth, for example, as did window/glass cleaners. There was also growing demand for products in new formats, such as toilet care mousses.
Consumers in Belarus prefer foreign goods
Multinational players are dominant in most of the household care market in Belarus thanks to production facilities in the neighbouring countries of Russia, Ukraine and Poland. Consumers perceive the products offered by these players as being particularly effective. The three leading companies in the market in 2005 were Procter & Gamble, Henkel and Reckitt Benckiser, all of which saw increases in their value share over the previous year. There is only one domestic player of note – Brestski Zavod Bytovoi Chemiji – which held a marginal market value share.
Supermarkets and hypermarkets increase in importance
Supermarkets and hypermarkets became increasingly popular for purchases of household care products among consumers in Belarus at the end of the review period. While drawn to products from foreign manufacturers over their domestic counterparts, the country’s population is nonetheless quite price-sensitive, and they are therefore attracted to the competitive prices offered by supermarkets and hypermarkets. This channel also benefits from the wide range of products on offer, and its ability to implement promotional campaigns.
Russian gas price hikes may adversely impact market
While growth in the household care market remained notable in 2005, at the beginning of 2007 the Russian Government imposed increased gas prices, which may have a detrimental effect on the Belarusian economy in coming years, and thus impact consumer spending power. This may result in consumers being forced to reduce their expenditure on such products, trading down to cheaper alternatives from foreign manufacturers, or even reverting to usage of basic offerings such as chlorine bleach.
Table of contents
HOUSEHOLD CARE IN BELARUS : MARKET INSIGHT
EXECUTIVE SUMMARY
KEY TRENDS AND DEVELOPMENTS
Continued rise in consumer spending power
Greater interest in more advanced products
Ecological factors increasingly important
Changes in retail environment affect household care market
Increasingly sophisticated consumers drawn to new products
Market Indicators
Table 1 Households 2000-2005
Market Data
Table 2 Sales of Household Care by Sector: Value 2000-2005
Table 3 Sales of Household Care by Sector: % Value Growth 2000-2005
Table 4 Household Care Company Shares 2001-2005
Table 5 Household Care Brand Shares 2002-2005
Table 6 Sales of Household Care by Distribution Format: % Analysis 1999/2004
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2004
Table 8 Forecast Sales of Household Care by Sector: Value 2005-2010
Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2005-2010
LAUNDRY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 10 Sales of Laundry Care by Subsector: Value 2000-2005
Table 11 Sales of Laundry Care by Subsector: % Value Growth 2000-2005
Table 12 Laundry Care Company Shares 2001-2005
Table 13 Laundry Care Brand Shares 2002-2005
Table 14 Forecast Sales of Laundry Care by Subsector: Value 2005-2010
Table 15 Forecast Sales of Laundry Care by Subsector: % Value Growth 2005-2010
Table 16 Sales of Laundry Detergents by Type: Value 2000-2005
Table 17 Sales of Laundry Detergents by Type: % Value Growth 2000-2005
Table 18 Laundry Detergents Company Shares 2001-2005
Table 19 Laundry Detergents Brand Shares 2002-2005
DISHWASHING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 20 Sales of Dishwashing Products by Subsector: Value 2000-2005
Table 21 Sales of Dishwashing Products by Subsector: % Value Growth 2000-2005
Table 22 Dishwashing Products Company Shares 2001-2005
Table 23 Dishwashing Products Brand Shares 2002-2005
Table 24 Forecast Sales of Dishwashing Products by Subsector: Value 2005-2010
Table 25 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2005-2010
SURFACE CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 26 Sales of Surface Care by Subsector: Value 2000-2005
Table 27 Sales of Surface Care by Subsector: % Value Growth 2000-2005
Table 28 Surface Care Company Shares 2001-2005
Table 29 Surface Care Brand Shares 2002-2005
Table 30 Forecast Sales of Surface Care by Subsector: Value 2005-2010
Table 31 Forecast Sales of Surface Care by Subsector: % Value Growth 2005-2010
Table 32 Sales of Wipes by Type: Value 2000-2005
Table 33 Sales of Wipes by Type: % Value Growth 2000-2005
CHLORINE BLEACH
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 34 Sales of Chlorine Bleach: Value 2000-2005
Table 35 Sales of Chlorine Bleach: % Value Growth 2000-2005
Table 36 Chlorine Bleach Company Shares 2001-2005
Table 37 Chlorine Bleach Brand Shares 2002-2005
Table 38 Forecast Sales of Chlorine Bleach: Value 2005-2010
Table 39 Forecast Sales of Chlorine Bleach: % Value Growth 2005-2010
TOILET CARE PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 40 Sales of Toilet Care Products by Subsector: Value 2000-2005
Table 41 Sales of Toilet Care Products by Subsector: % Value Growth 2000-2005
Table 42 Toilet Care Products Company Shares 2001-2005
Table 43 Toilet Care Products Brand Shares 2002-2005
Table 44 Forecast Sales of Toilet Care Products by Subsector: Value 2005-2010
Table 45 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2005-2010
POLISHES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 46 Sales of Polishes by Subsector: Value 2000-2005
Table 47 Sales of Polishes by Subsector: % Value Growth 2000-2005
Table 48 Polishes Company Shares 2001-2005
Table 49 Polishes Brand Shares 2002-2005
Table 50 Forecast Sales of Polishes by Subsector: Value 2005-2010
Table 51 Forecast Sales of Polishes by Subsector: % Value Growth 2005-2010
AIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 52 Sales of Air Care by Subsector: Value 2000-2005
Table 53 Sales of Air Care by Subsector: % Value Growth 2000-2005
Table 54 Air Care Company Shares 2001-2005
Table 55 Air Care Brand Shares 2002-2005
Table 56 Forecast Sales of Air Care by Subsector: Value 2005-2010
Table 57 Forecast Sales of Air Care by Subsector: % Value Growth 2005-2010
INSECTICIDES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 58 Sales of Insecticides by Subsector: Value 2000-2005
Table 59 Sales of Insecticides by Subsector: % Value Growth 2000-2005
Table 60 Insecticides Company Shares 2001-2005
Table 61 Insecticides Brand Shares 2002-2005
Table 62 Forecast Sales of Insecticides by Subsector: Value 2005-2010
Table 63 Forecast Sales of Insecticides by Subsector: % Value Growth 2005-2010
OAO BRESTSKI ZAVOD BYTOVOI CHEMIJI
Strategic Direction
Key Facts
Summary 1 OAO Brestski Zavod Bytovoi Chemiji: Key Facts
Company Background
Production
Competitive Positioning
DEFINITIONS