Household
Household Care

Household Care in Russia

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.

Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes, company and brand shares, distribution and pricing data.

Tables: 102  |  Publication date: Jun 2008
Cost: 
GBP1500.00

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  • 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 fosters consumerism

Russia’s economy continued to grow in 2007. This growth has spurred a consumption boom in Russia, leading to the development of the country’s industries. The new face of Russia is polished. Previously coveted Western trends are now within easier reach: consumerism is swiftly becoming the zeitgeist. This has allowed the household care industry to sustain strong growth. Value growth was broadly consistent across household care categories, though certain less sophisticated or individual product categories experienced continued declines in volume sales. The consistent value growth in the face of more conservative volume growth or decline remains representative of Russian consumers' increasing preference for more sophisticated products carrying higher unit prices.

Premiumisation, sophistication, and rising domestic appliances

Rising disposable income and more favourable economic conditions are having a strong impact on fast moving consumer goods. The penetration of domestic appliances is rising, which is bringing about strong growth in household care categories designed for use in automatic machines, especially dishwashing products and laundry care. Moreover, consumers are more likely to purchase more expensive furniture, fittings and finishing materials for their homes, again encouraging sales of corresponding task-specific surface care products, the category that registered the strongest value growth in 2007. Russian consumers remain keen to gain value for their money and the convenience trend has allowed multi-purpose products to perform strongly in a fast diversifying industry.

Multinationals lead, domestic companies opt for competition

Multinational companies retained their leadership across most categories given the stronger financial backing they provide to ensure new product development and brand extensions, advertising, and regular discounts for consumers. Certain domestic companies, which have made small gains recently, continued to perform well, as they invest more in innovation and potentially focus their businesses on particular categories in order to remain competitive. This is a significant value sales driver in an industry heading towards maturity and more domestic manufacturers are realising the need to compete with larger companies in more sophisticated categories.

Chained retailers share growing within distribution channels

Changes in retailing are gathering momentum as the supermarkets/hypermarkets channel extends its reach and increases its presence. Supermarkets/hypermarkets are expanding, offering more shelf space to brands and encouraging the further diversification of products, while increasingly bringing private label products to the fore. The changes in retailing have intensified the competition, moderated prices while simultaneously allowing more consumers access to higher quality products, thereby driving both value and volume sales.

Development predicted for household care

Household care is expected to register strong growth over the forecast period. Rising competition, due to the development of supermarkets and the increased penetration of private label, will force many manufacturers to invest in added-value innovation, diversification, and convenience products to ensure sales. The forecast for this industry relies considerably on economic stability being maintained since this has created the conditions under which consumerism has flourished. The extent to which Russia’s economy relies on the export of natural resources means that fluctuations in the price of oil could potentially destabilise forecast growth.

Table of contents

HOUSEHOLD CARE IN RUSSIA : MARKET INSIGHT

EXECUTIVE SUMMARY

Economic growth fosters consumerism

Premiumisation, sophistication, and rising domestic appliances

Multinationals lead, domestic companies opt for competition

Chained retailers share growing within distribution channels

Development predicted for household care

KEY TRENDS AND DEVELOPMENTS

Petrodollar consumption

Urbanisation

Changing retail landscape drives private label penetration

Multinationals dominate household care in Russia

Health and environmental awareness influence household care

CITY KEY TRENDS AND DEVELOPMENTS

Moscow

St. Petersburg

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 Sales of Household Care by City: Value 2002-2007

Table 5 Sales of Household Care by City: % Value Growth 2002-2007

Table 6 Household Care Company Shares 2003-2007

Table 7 Household Care Brand Shares 2004-2007

Table 8 Penetration of Private Label by Sector 2003-2007

Table 9 Sales of Household Care by Distribution Format: % Analysis 2002-2007

Table 10 Sales of Household Care by Sector and Distribution Format: % Analysis 2007

Table 11 Forecast Sales of Household Care by Sector: Value 2007-2012

Table 12 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012

Table 13 Forecast Sales of Household Care by City: Value 2007-2012

Table 14 Forecast Sales of Household Care by City: % Value Growth 2007-2012

DEFINITIONS

Sources

Summary 1 Research Sources

LOCAL COMPANY PROFILES - RUSSIA

EVROPEYSKAYA KHIMICHESKAYA KOMPANYA OOO - HOUSEHOLD CARE - RUSSIA

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Evropeyskaya Khimicheskaya Kompanya OOO: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 3 Evropeyskaya Khimicheskaya Kompanya OOO: Competitive Position 2007

FINIST MYLOVAR OOO - HOUSEHOLD CARE - RUSSIA

STRATEGIC DIRECTION

KEY FACTS

Summary 4 Finist Mylovar OOO: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 5 Finist Mylovar OOO: Competitive Position 2007

KHEMILAIN OOO - HOUSEHOLD CARE - RUSSIA

STRATEGIC DIRECTION

KEY FACTS

Summary 6 Khemilain OOO: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 7 Khemilain OOO: Competitive Position 2007

KHEMRUS OOO - HOUSEHOLD CARE - RUSSIA

STRATEGIC DIRECTION

KEY FACTS

Summary 8 Khemrus OOO: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 9 Khemrus OOO: Competitive Position 2007

KOSTROMSKOI KHIMZAVOD ZAO - HOUSEHOLD CARE - RUSSIA

STRATEGIC DIRECTION

KEY FACTS

Summary 10 Kostromskoi Khimzavod ZAO: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 11 Kostromskoi Khimzavod ZAO: Competitive Position 2007

SHCHEKINOAZOT OKK OOO - HOUSEHOLD CARE - RUSSIA

STRATEGIC DIRECTION

KEY FACTS

Summary 12 Shchekinoazot OKK OOO: Key Facts

Summary 13 Shchekinoazot OKK OOO: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 14 Shchekinoazot OKK OOO: Competitive Position 2007

STUPINSKIY KHIMICHESKIY ZAVOD ZAO - HOUSEHOLD CARE - RUSSIA

STRATEGIC DIRECTION

KEY FACTS

Summary 15 Stupinskiy Khimicheskiy Zavod ZAO: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 16 Stupinskiy Khimicheskiy Zavod ZAO: Competitive Position 2007

VESNA PKK OAO - HOUSEHOLD CARE - RUSSIA

STRATEGIC DIRECTION

KEY FACTS

Summary 17 Vesna PKK OAO: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 18 Vesna PKK OAO: Competitive Position 2007

VOLGODONSKI KHIMICHESKI ZAVOD OOO - HOUSEHOLD CARE - RUSSIA

STRATEGIC DIRECTION

KEY FACTS

Summary 19 Volgodonski Khimicheski Zavod OOO: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 20 Volgodonski Khimicheski Zavod OOO: Competitive Position 2007

ZAVOD MOYUSCHIKH SREDSTV OOO - HOUSEHOLD CARE - RUSSIA

STRATEGIC DIRECTION

KEY FACTS

Summary 21 Zavod Moyuschikh Sredstv OOO: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 22 Zavod Moyuschikh Sredstv OOO: Competitive Position 2007

LAUNDRY CARE IN RUSSIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR INDICATORS

Table 15 Household Penetration of Washing Machines 2002-2007

SECTOR DATA

Table 16 Sales of Laundry Care by Subsector: Value 2002-2007

Table 17 Sales of Laundry Care by Subsector: % Value Growth 2002-2007

Table 18 Sales of Laundry Detergents by Type: Value 2002-2007

Table 19 Sales of Laundry Detergents by Type: % Value Growth 2002-2007

Table 20 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2007

Table 21 Sales of Laundry Aids by Type: Value 2002-2007

Table 22 Sales of Laundry Aids by Type: % Value Growth 2002-2007

Table 23 Laundry Care Company Shares 2003-2007

Table 24 Laundry Care Brand Shares 2004-2007

Table 25 Laundry Detergents Company Shares 2003-2007

Table 26 Laundry Detergents Brand Shares 2004-2007

Table 27 Laundry Aids Company Shares 2003-2007

Table 28 Laundry Aids Brand Shares 2004-2007

Table 29 Forecast Sales of Laundry Care by Subsector: Value 2007-2012

Table 30 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012

DISHWASHING PRODUCTS IN RUSSIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR INDICATORS

Table 31 Household Penetration of Dishwashers 2002-2007

SECTOR DATA

Table 32 Sales of Dishwashing Products by Subsector: Value 2002-2007

Table 33 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007

Table 34 Dishwashing Products Company Shares 2003-2007

Table 35 Dishwashing Products Brand Shares 2004-2007

Table 36 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012

Table 37 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012

SURFACE CARE IN RUSSIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 38 Sales of Surface Care by Subsector: Value 2002-2007

Table 39 Sales of Surface Care by Subsector: % Value Growth 2002-2007

Table 40 Sales of Wipes by Type: Value 2002-2007

Table 41 Sales of Wipes by Type: % Value Growth 2002-2007

Table 42 Surface Care Company Shares 2003-2007

Table 43 Surface Care Brand Shares 2004-2007

Table 44 Wipes Company Shares 2003-2007

Table 45 Wipes Brand Shares 2004-2007

Table 46 Forecast Sales of Surface Care by Subsector: Value 2007-2012

Table 47 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012

CHLORINE BLEACH IN RUSSIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 48 Sales of Chlorine Bleach: Value 2002-2007

Table 49 Sales of Chlorine Bleach: % Value Growth 2002-2007

Table 50 Chlorine Bleach Company Shares 2003-2007

Table 51 Chlorine Bleach Brand Shares 2004-2007

Table 52 Forecast Sales of Chlorine Bleach: Value 2007-2012

Table 53 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012

Table 54 Chlorine Bleach by Type: % Value Analysis 2005-2007

TOILET CARE PRODUCTS IN RUSSIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 55 Sales of Toilet Care Products by Subsector: Value 2002-2007

Table 56 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007

Table 57 Toilet Care Products Company Shares 2003-2007

Table 58 Toilet Care Products Brand Shares 2004-2007

Table 59 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012

Table 60 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012

POLISHES IN RUSSIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 61 Sales of Polishes by Subsector: Value 2002-2007

Table 62 Sales of Polishes by Subsector: % Value Growth 2002-2007

Table 63 Polishes Company Shares 2003-2007

Table 64 Polishes Brand Shares 2004-2007

Table 65 Forecast Sales of Polishes by Subsector: Value 2007-2012

Table 66 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012

AIR CARE IN RUSSIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 67 Sales of Air Care by Subsector: Value 2002-2007

Table 68 Sales of Air Care by Subsector: % Value Growth 2002-2007

Table 69 Air Care Fragrances Rankings by Value 2006-2007

Table 70 Air Care Company Shares 2003-2007

Table 71 Air Care Brand Shares 2004-2007

Table 72 Forecast Sales of Air Care by Subsector: Value 2007-2012

Table 73 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012

INSECTICIDES IN RUSSIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 74 Sales of Insecticides by Subsector: Value 2002-2007

Table 75 Sales of Insecticides by Subsector: % Value Growth 2002-2007

Table 76 Spray Insecticides by Type: % Value Breakdown 2006-2007

Table 77 Insecticides Company Shares 2003-2007

Table 78 Insecticides Brand Shares 2004-2007

Table 79 Forecast Sales of Insecticides by Subsector: Value 2007-2012

Table 80 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012

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