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: 73 | 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
Economic Environment Impacts Household Care Market
High inflation in Iran underpinned the high current value terms growth demonstrated by most household care products in the country in 2005. Increasing retail prices and falling consumer incomes as a result of the harsh economic environment arising from the spending policies of the country’s government, led to a considerable disparity between the performances demonstrated in current value terms and volume terms. The economic policies of President Mahmoud Ahmadinezhad have adversely impacted the spending power of almost every Iranian, so while inflation pushed up retail prices, consumers were forced to reduce expenditure on goods such as household care products.
Iranian Tradition of New Year Cleaning Influences Sales
The Iranian New Year holiday – No-ruz – is an important factor contributing to the performance of household care products in the country. In the run-up to No-ruz Iranian homes are thoroughly cleaned throughout, including items such as carpets and curtains, in addition to items that are cleaned on an everyday basis. This drives up sales, and is particularly important for products that are used less frequently, such as carpet cleaners.
Domestic Players Enjoy Considerable Advantages
The household care market in Iran is dominated by domestic players. Iranian companies are at a strong advantage in the country due to the government support they receive, and the ban on advertising by US companies implemented in 2002. Consumers are familiar with the brands offered by domestic players, which underpin their position with high levels of investment in advertising and promotion. This is further bolstered by their strong distribution in all of the country’s major cities.
Independent Food Stores Lead Distribution
Independent food stores accounted for the greatest proportion of sales in Iran’s household care market in 2005, with a value share of over 58%. This represented a marginal increase compared with the previous year. These outlets are popular due to their proximity to consumers’ homes. They tend to be small, and are more numerous in the less affluent southern region. Due to the limited shelf space in such outlets they tend to stock only well-known brands which are known to and trusted by consumers. Supermarkets and hypermarkets are most important in Tehran, the country’s most populous city with 8.6 million inhabitants. In 2005 supermarkets and hypermarkets accounted for a value share of just under 40% in sales of household care products, unchanged compared with the previous year.
Uncertain Future for Iran
At the end of the review period military action by the US remained a possibility. Such action would impact the country’s transport infrastructure, power and water supplies. This, coupled with rash spending by the Iranian Government is likely to have a continued detrimental effect on consumer spending power. As a result all areas of the household care market in the country are expected to see a decline in constant value terms over the forecast period.
Table of contents
HOUSEHOLD CARE IN IRAN : MARKET INSIGHT
EXECUTIVE SUMMARY
Economic Environment Impacts Household Care Market
Iranian Tradition of New Year Cleaning Influences Sales
Domestic Players Enjoy Considerable Advantages
Independent Food Stores Lead Distribution
Uncertain Future for Iran
KEY TRENDS AND DEVELOPMENTS
Economic Health in the Balance
High Unemployment Stifles Potential
Seasonality Evident in Household Care Sales
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 – IRAN
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
Table 20 Sales of Fabric Softeners by Type: Value 2000-2005
Table 21 Sales of Fabric Softeners by Type: % Value Growth 2000-2005
Table 22 Fabric Softeners Brand Shares 2002-2005
Table 23 Sales of Laundry Aids by Type: Value 2000-2005
Table 24 Laundry Aids Company Shares 2001-2005
Table 25 Laundry Aids Brand Shares 2002-2005
DISHWASHING PRODUCTS – IRAN
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 26 Sales of Dishwashing Products by Subsector: Value 2000-2005
Table 27 Sales of Dishwashing Products by Subsector: % Value Growth 2000-2005
Table 28 Dishwashing Products Company Shares 2001-2005
Table 29 Dishwashing Products Brand Shares 2002-2005
Table 30 Forecast Sales of Dishwashing Products by Subsector: Value 2005-2010
Table 31 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2005-2010
SURFACE CARE – IRAN
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 32 Sales of Surface Care by Subsector: Value 2000-2005
Table 33 Sales of Surface Care by Subsector: % Value Growth 2000-2005
Table 34 Surface Care Company Shares 2001-2005
Table 35 Surface Care Brand Shares 2002-2005
Table 36 Forecast Sales of Surface Care by Subsector: Value 2005-2010
Table 37 Forecast Sales of Surface Care by Subsector: % Value Growth 2005-2010
CHLORINE BLEACH – IRAN
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 38 Sales of Chlorine Bleach: Value 2000-2005
Table 39 Sales of Chlorine Bleach: % Value Growth 2000-2005
Table 40 Chlorine Bleach Company Shares 2001-2005
Table 41 Chlorine Bleach Brand Shares 2002-2005
Table 42 Forecast Sales of Chlorine Bleach: Value 2005-2010
Table 43 Forecast Sales of Chlorine Bleach: % Value Growth 2005-2010
TOILET CARE PRODUCTS – IRAN
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 44 Sales of Toilet Care Products by Subsector: Value 2000-2005
Table 45 Sales of Toilet Care Products by Subsector: % Value Growth 2000-2005
Table 46 Toilet Care Products Company Shares 2001-2005
Table 47 Toilet Care Products Brand Shares 2002-2005
Table 48 Forecast Sales of Toilet Care Products by Subsector: Value 2005-2010
Table 49 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2005-2010
POLISHES – IRAN
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 50 Sales of Polishes by Subsector: Value 2000-2005
Table 51 Sales of Polishes by Subsector: % Value Growth 2000-2005
Table 52 Polishes Company Shares 2001-2005
Table 53 Polishes Brand Shares 2002-2005
Table 54 Forecast Sales of Polishes by Subsector: Value 2005-2010
Table 55 Forecast Sales of Polishes by Subsector: % Value Growth 2005-2010
AIR CARE – IRAN
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 56 Sales of Air Care by Subsector: Value 2000-2005
Table 57 Sales of Air Care by Subsector: % Value Growth 2000-2005
Table 58 Air Care Company Shares 2001-2005
Table 59 Air Care Brand Shares 2002-2005
Table 60 Forecast Sales of Air Care by Subsector: Value 2005-2010
Table 61 Forecast Sales of Air Care by Subsector: % Value Growth 2005-2010
INSECTICIDES – IRAN
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 62 Sales of Insecticides by Subsector: Value 2000-2005
Table 63 Sales of Insecticides by Subsector: % Value Growth 2000-2005
Table 64 Insecticides Company Shares 2001-2005
Table 65 Insecticides Brand Shares 2002-2005
Table 66 Forecast Sales of Insecticides by Subsector: Value 2005-2010
Table 67 Forecast Sales of Insecticides by Subsector: % Value Growth 2005-2010
PAXAN CO
Strategic Direction
Key Facts
Summary 1 Paxan Co: Key Facts
Company Background
Production
Competitive Positioning
Summary 2 Paxan Co: Competitive Position 2005
TOLYPERS CO
Strategic Direction
Key Facts
Summary 3 Tolypers Co: Key Facts
Company Background
Production
Competitive Positioning
Summary 4 Tolypers Co: Competitive Position 2005
TOLID DARU COMPANY
Strategic Direction
Key Facts
Summary 5 Tolid Daru Company: Key Facts
Company Background
Production
Competitive Positioning
Summary 6 Tolid Daru Company: Competitive Position 2005
DEFINITIONS