Household Care in Iran
Euromonitor International's Household Care in Iran 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: 67 | Publication date: Nov 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
Household care shows healthy growth in current value terms
Household care registered strong current value growth of 14% in 2007, much higher than in 2006 and almost double the review period CAGR. Iranians have become more aware of these products and started to appreciate their necessity and convenience. Laundry care continued to be the most popular product, comprising over half of total household care value sales in 2007. Expanding range of products and competitive prices were the main drivers of growth in household care. Moreover, Westernisation and urbanisation trends with an increasing number of working women also boosted demand for household care products, resulting in sales being increasingly dependent on more affluent young urban consumers. In addition, a small sales base for products such as polishes, air care and insecticides were behind the dynamic growth of these products in Iran.
Polishes benefits from wider distribution in supermarkets/hypermarkets
Polishes constituted the most dynamic sector in current value terms in 2007, with sales increasing significantly from the previous year. Growth was primarily due to a low sales base for these products at the beginning of the review period underpinned by increased product visibility due to the expansion of supermarkets/hypermarkets. The recent development of retail chains and the opening of many new supermarkets/hypermarkets contributed to the increase in sales of polishes. Each supermarket/hypermarket outlet dedicates at least one shelf to polishes, which enhanced product visibility and purchasing. Supermarkets/hypermarkets dominated distribution of polishes in 2007 with a 55% value share; unique in household care, where distribution remains dominated by independent grocers.
Domestic players dominate
Domestic players dominated household care in 2007, offering a wide range of good quality products at reasonable prices. Sales were led by Paxan Co, which also benefited from wider distribution and advertising campaigns. Imports tend to be considerably more expensive and thus only have a niche appeal to affluent consumers.
Supermarkets/hypermarkets gain importance in distribution
Household care distribution channels changed considerably over the review period. In 2007, most brands started to distribute their products in large supermarkets, which had not previously happened in Iran. Nowadays Iranians can find most branded laundry and surface care, dishwashing and toilet care products, chlorine bleach and polishes in supermarkets. This trend started in 2005 and continues to develop although independent small grocers are still very popular distributors of household care products in Iran, accounting for majority of retail sales. However, the expansion of chained supermarkets/hypermarkets, thanks to their ability to offer wider product assortments and year-round discounted prices, continued to stimulate growth in household care volume sales in 2007.
Promising prospects despite negligible constant value growth
Over the forecast period, household care sales in Iran are expected to show negligible growth in constant value terms. However, as inflation in Iran is forecast to continue rising at around 17% per year, the market is expected to experience more positive performance in current value terms. Factors influencing sales will include strong population growth, urbanisation and supply-led determinants such as higher marketing spend and improved distribution. The long-established tradition of extensive household cleaning prior to Norooz will continue in Iran regardless of economic and political conditions. Indeed, such a culturally important event is likely to become even more significant to Iranians in such adverse conditions. This may result in even greater seasonality of sales of such products, and increasingly intense media advertising in support of household care products.
Table of contents
HOUSEHOLD CARE IN IRAN : MARKET INSIGHT
EXECUTIVE SUMMARY
Household care shows healthy growth in current value terms
Polishes benefits from wider distribution in supermarkets/hypermarkets
Domestic players dominate
Supermarkets/hypermarkets gain importance in distribution
Promising prospects despite negligible constant value growth
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
Summary 1 Research Sources
PAXAN CO
Strategic Direction
Key Facts
Summary 2 Paxan Co: Key Facts
Summary 3 Paxan Co: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 4 Paxan Co: Competitive Position 2007
TOLYPERS CO
Strategic Direction
Key Facts
Summary 5 Tolypers Co: Key Facts
Company Background
Production
Competitive Positioning
Summary 6 Tolypers Co: Competitive Position 2007
TOLID DARU CO
Strategic Direction
Key Facts
Summary 7 Tolid Daru Co: Key Facts
Company Background
Production
Competitive Positioning
Summary 8 Tolid Daru Co: Competitive Position 2007
LAUNDRY CARE IN IRAN
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 IN IRAN
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 IN IRAN
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 Surface Care Company Shares 2003-2007
Table 33 Surface Care Brand Shares 2004-2007
Table 34 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 35 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN IRAN
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 36 Sales of Chlorine Bleach: Value 2002-2007
Table 37 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 38 Chlorine Bleach Company Shares 2003-2007
Table 39 Chlorine Bleach Brand Shares 2004-2007
Table 40 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 41 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN IRAN
Headlines
Trends
Competitive Landscape
Prospects
POLISHES IN IRAN
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 42 Sales of Polishes by Subsector: Value 2002-2007
Table 43 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 44 Polishes Company Shares 2003-2007
Table 45 Polishes Brand Shares 2004-2007
Table 46 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 47 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN IRAN
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 48 Sales of Air Care by Subsector: Value 2002-2007
Table 49 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 50 Air Care Company Shares 2003-2007
Table 51 Air Care Brand Shares 2004-2007
Table 52 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 53 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN IRAN
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 54 Sales of Insecticides by Subsector: Value 2002-2007
Table 55 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 56 Insecticides Company Shares 2003-2007
Table 57 Insecticides Brand Shares 2004-2007
Table 58 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 59 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012