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: 76 | Publication date: Jul 2009
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