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: 102 | Publication date: Jun 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
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