Household Care in Russia
Euromonitor International's Household Care in Russia 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: 104 | Publication date: Nov 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
Household care development slows
The consumption boom which was evident in Russia throughout the review period came to an end towards the end of 2008 due to the impact of the global financial crisis. Although demand for household care products was negatively impacted by this development, it should be noted that the industry continues to perform better than many other FMCG areas due to the fact that household care products have become an indispensable part of daily life in the majority of Russian households. However, consumers are becoming increasingly cautious as a result of rising price sensitivity due to the economic downturn. The fact that household care is dominated by global players also helps to explain the industry’s resilience since such companies have the financial resources and experience to survive the downturn.
Financial crisis negatively influences consumer purchasing power
Russian consumers started to feel the consequences of the global financial crisis in the final quarter of 2008, with unemployment in the country rising significantly and purchasing power declining. Indeed, consumer confidence has currently reached the lowest level since records began. In addition, as a result of declining demand for goods and services, manufacturers are being forced to review their cost structures and to make redundancies.
Multinationals continue to dominate sales
Multinational companies continued to lead sales within household care during 2008. Procter & Gamble remained the number one player and was followed by RusHenk. The success of such companies can be attributed to the fact that they are able to spend huge sums on advertising and promoting their brands and on introducing new innovative products. However, it should be noted that a number of domestic players such as Nefis Cosmetics are also performing strongly within household care.
Supermarkets/hypermarkets continue to lead distribution sales
Supermarkets/hypermarkets continued to strengthen their position as the leading household care distribution format at the expense of non-grocery retailers during 2008 and this trend is expected to continue throughout the forecast period. In addition, discounters are also increasing their value shares at the expense of non-grocery retailers, with such outlets proving popular amongst increasingly price conscious Russian consumers. The success of both supermarkets/hypermarkets and discounters can also be attributed to rising demand for private label brands.
Increasing maturity of household care market
The development of household care slowed in current value terms during 2008. This slow down will continue over the forecast period as the industry becomes increasingly saturated. Major well-established categories such as standard powder detergents, hand wash detergents, and hand dishwashing will experience moderate growth rates. However, it should be noted that new innovative household care products such as automatic dishwashing tablets and liquids, electric insecticides, and air fresheners will continue to record rapid growth.
Table of contents
HOUSEHOLD CARE IN RUSSIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Household care development slows
Financial crisis negatively influences consumer purchasing power
Multinationals continue to dominate sales
Supermarkets/hypermarkets continue to lead distribution sales
Increasing maturity of household care market
KEY TRENDS AND DEVELOPMENTS
End of period of rapid economic development
Rising consumer price sensitivity
International companies dominate Russian household care sales
Increasing demand for private label products
Introduction of new innovative products to fuel household care development
CITY KEY TRENDS AND DEVELOPMENTS
Moscow
St Petersburg
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 Sales of Household Care by City: Value 2003-2008
Table 5 Sales of Household Care by City: % Value Growth 2003-2008
Table 6 Household Care Company Shares 2004-2008
Table 7 Household Care Brand Shares 2005-2008
Table 8 Penetration of Private Label by Sector 2003-2008
Table 9 Sales of Household Care by Distribution Format: % Analysis 2003-2008
Table 10 Sales of Household Care by Sector and Distribution Format: % Analysis 2008
Table 11 Forecast Sales of Household Care by Sector: Value 2008-2013
Table 12 Forecast Sales of Household Care by Sector: % Value Growth 2008-2013
Table 13 Forecast Sales of Household Care by City: Value 2008-2013
Table 14 Forecast Sales of Household Care by City: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - RUSSIA
AIST ZAO - HOUSEHOLD CARE - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Aist ZAO: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Aist ZAO: Competitive Position 2008
ARNEST OAO - HOUSEHOLD CARE - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Arnest OAO: Key Facts
Summary 5 Arnest OAO: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Arnest OAO: Competitive Position 2008
BIOGUARD OOO - HOUSEHOLD CARE - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Bioguard OOO: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Bioguard OOO: Competitive Position 2008
DOMBYTKHIM ZAO - HOUSEHOLD CARE - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Dombytkhim ZAO: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Dombytkhim ZAO: Competitive Position 2008
EVROPEYSKAYA KHIMICHESKAYA KOMPANYA OOO - HOUSEHOLD CARE - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Evropeyskaya Khimicheskaya Kompanya OOO: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Evropeyskaya Khimicheskaya Kompanya OOO: Competitive Position 2008
NEFIS COSMETICS OAO - HOUSEHOLD CARE - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Nefis Cosmetics OAO: Key Facts
Summary 14 Nefis Cosmetics OAO: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Nefis Cosmetics OAO: Competitive Position 2008
NEVSKAYA KOSMETIKA ZAO - HOUSEHOLD CARE - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Nevskaya Kosmetika ZAO: Key Facts
Summary 17 Nevskaya Kosmetika ZAO: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 18 Nevskaya Kosmetika ZAO: Competitive Position 2008
SODA OAO - HOUSEHOLD CARE - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 19 Soda OAO: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 20 Soda OAO: Competitive Position 2008
STUPINSKIY KHIMICHESKIY ZAVOD ZAO - HOUSEHOLD CARE - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 21 Stupinskiy Khimicheskiy Zavod ZAO: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 22 Stupinskiy Khimicheskiy Zavod ZAO: Competitive Position 2008
VESNA PKK OAO - HOUSEHOLD CARE - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 23 Vesna PKK OAO: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 24 Vesna PKK OAO: Competitive Position 2008
LAUNDRY CARE IN RUSSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 15 Household Penetration of Washing Machines 2003-2008
SECTOR DATA
Table 16 Sales of Laundry Care by Subsector: Value 2003-2008
Table 17 Sales of Laundry Care by Subsector: % Value Growth 2003-2008
Table 18 Sales of Laundry Detergents by Type: Value 2003-2008
Table 19 Sales of Laundry Detergents by Type: % Value Growth 2003-2008
Table 20 Sales of Laundry Aids by Type: Value 2003-2008
Table 21 Sales of Laundry Aids by Type: % Value Growth 2003-2008
Table 22 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2008
Table 23 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2007-2008
Table 24 Laundry Care Company Shares 2004-2008
Table 25 Laundry Care Brand Shares 2005-2008
Table 26 Laundry Detergents Company Shares 2004-2008
Table 27 Laundry Detergents Brand Shares 2005-2008
Table 28 Laundry Aids Company Shares 2004-2008
Table 29 Laundry Aids Brand Shares 2005-2008
Table 30 Forecast Sales of Laundry Care by Subsector: Value 2008-2013
Table 31 Forecast Sales of Laundry Care by Subsector: % Value Growth 2008-2013
DISHWASHING PRODUCTS IN RUSSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 32 Household Penetration of Dishwashers 2003-2008
SECTOR DATA
Table 33 Sales of Dishwashing Products by Subsector: Value 2003-2008
Table 34 Sales of Dishwashing Products by Subsector: % Value Growth 2003-2008
Table 35 Dishwashing Products Company Shares 2004-2008
Table 36 Dishwashing Products Brand Shares 2005-2008
Table 37 Forecast Sales of Dishwashing Products by Subsector: Value 2008-2013
Table 38 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2008-2013
SURFACE CARE IN RUSSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 39 Sales of Surface Care by Subsector: Value 2003-2008
Table 40 Sales of Surface Care by Subsector: % Value Growth 2003-2008
Table 41 Sales of Household Care Wipes and Floor Cleaning Systems by Type: Value 2003-2008
Table 42 Sales of Household Care Wipes and Floor Cleaning Systems by Type: % Value Growth 2003-2008
Table 43 Surface Care Company Shares 2004-2008
Table 44 Surface Care Brand Shares 2005-2008
Table 45 Household Care Wipes and Floor Cleaning Systems Company Shares 2004-2008
Table 46 Household Care Wipes and Floor Cleaning Systems Brand Shares 2005-2008
Table 47 Forecast Sales of Surface Care by Subsector: Value 2008-2013
Table 48 Forecast Sales of Surface Care by Subsector: % Value Growth 2008-2013
CHLORINE BLEACH IN RUSSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 49 Sales of Chlorine Bleach: Value 2003-2008
Table 50 Sales of Chlorine Bleach: % Value Growth 2003-2008
Table 51 Chlorine Bleach Company Shares 2004-2008
Table 52 Chlorine Bleach Brand Shares 2005-2008
Table 53 Forecast Sales of Chlorine Bleach: Value 2008-2013
Table 54 Forecast Sales of Chlorine Bleach: % Value Growth 2008-2013
TOILET CARE PRODUCTS IN RUSSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 Sales of Toilet Care Products by Subsector: Value 2003-2008
Table 56 Sales of Toilet Care Products by Subsector: % Value Growth 2003-2008
Table 57 Toilet Care Products Company Shares 2004-2008
Table 58 Toilet Care Products Brand Shares 2005-2008
Table 59 Forecast Sales of Toilet Care Products by Subsector: Value 2008-2013
Table 60 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2008-2013
POLISHES IN RUSSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 61 Sales of Polishes by Subsector: Value 2003-2008
Table 62 Sales of Polishes by Subsector: % Value Growth 2003-2008
Table 63 Polishes Company Shares 2004-2008
Table 64 Polishes Brand Shares 2005-2008
Table 65 Forecast Sales of Polishes by Subsector: Value 2008-2013
Table 66 Forecast Sales of Polishes by Subsector: % Value Growth 2008-2013
AIR CARE IN RUSSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 67 Sales of Air Care by Subsector: Value 2003-2008
Table 68 Sales of Air Care by Subsector: % Value Growth 2003-2008
Table 69 Air Care Fragrances Rankings by Value 2006-2008
Table 70 Air Care Company Shares 2004-2008
Table 71 Air Care Brand Shares 2005-2008
Table 72 Forecast Sales of Air Care by Subsector: Value 2008-2013
Table 73 Forecast Sales of Air Care by Subsector: % Value Growth 2008-2013
INSECTICIDES IN RUSSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 74 Sales of Insecticides by Subsector: Value 2003-2008
Table 75 Sales of Insecticides by Subsector: % Value Growth 2003-2008
Table 76 Spray Insecticides by Type: % Value Breakdown 2006-2008
Table 77 Insecticides Company Shares 2004-2008
Table 78 Insecticides Brand Shares 2005-2008
Table 79 Forecast Sales of Insecticides by Subsector: Value 2008-2013
Table 80 Forecast Sales of Insecticides by Subsector: % Value Growth 2008-2013