Household
Household Care

Household Care in Ukraine

Ukraine

Euromonitor International's Household Care in Ukraine 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: 84  |  Publication date: Oct 2008
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Product coverage

Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products

Executive summary

Growing product diversification boosts volume and value sales

In 2007, household care products continued to grow in volume and value terms, on the wave of further consumer interest in buying task-specific rather than universal cleaning products. Consumers were tempted by a widening assortment of kitchen cleaners, bathroom cleaners, laundry detergents for washing dark-coloured clothes or woollen garments, etc. These developments were mostly observed in cities, particularly in supermarkets/hypermarkets, due to the higher spending power of urban consumers.

Negligible niches reflect restricted consumer spending power

Despite growth in newer household care products such as gel air fresheners, candle air fresheners, liquid tablet detergents and other premium products, a number of niches remained negligible in 2007. The key obstacle to nationwide penetration of such products is their high unit price compared to standard well-established product offerings. The spending power of Ukrainian consumers is among the lowest in Europe, making the purchase of such products an unnecessary luxury. In rural areas, such “sophisticated” products are not on offer at all.

Foreign manufacturers dominate value sales

Foreign operators dominate value sales of household care products in Ukraine. Procter & Gamble Ukraine enjoys the leadership, having established a strong presence with its first-entry benefit, quality products and brand image appeal. Leading multinational brands have the strongest presence in cities, due to the higher disposable income levels of urban consumers. In rural areas, domestically produced household care products have a strong volume sales presence, based on a balance of quality and affordable price.

Supermarkets/hypermarkets appeals with a diverse product assortment

In 2007, the key distribution channels for household care products in Ukraine were supermarkets/hypermarkets, independent small grocers and other non-grocery retailers. While economy and mid-priced brands continued to determine volume sales nationwide, premium offerings were more characteristic of channels with “VIP-status”. Supermarkets/hypermarkets tempted consumers with the most diverse product assortment, including tablet, gel, and electric formats of household care products, as well as the more traditional ones. This appealed to city dwellers, particularly the middle and upper classes. As a result, supermarkets/hypermarkets represented a significant share of value sales in 2007.

Newer niches have considerable growth prospects

In view of the gradual improvement in consumer living standards, and the underdeveloped status of newer niches, household care products in Ukraine is expected to post healthy volume and value growth over the forecast period. Per capita consumption is set to rise, in volume and value terms. Automatic detergents and dishwashing products will benefit from the growing penetration of automatic washing machines and automatic dishwashers, particularly in cities. Aesthetic needs will be satisfied by growing demand for candle air fresheners and electric air fresheners. Products that are gentle for the skin will also become increasingly popular over the forecast period.

Table of contents

HOUSEHOLD CARE IN UKRAINE : MARKET INSIGHT

EXECUTIVE SUMMARY

Growing product diversification boosts volume and value sales

Negligible niches reflect restricted consumer spending power

Foreign manufacturers dominate value sales

Supermarkets/hypermarkets appeals with a diverse product assortment

Newer niches have considerable growth prospects

KEY TRENDS AND DEVELOPMENTS

Economic factors shape demand

Demographic changes lead to shifts in consumption patterns

Shopping environment becomes more advanced

“Powerisation” and convenience are among the key trends

Multinational companies in the lead

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 Penetration of Private Label by Sector 2003-2007

Table 7 Sales of Household Care by Distribution Format: % Analysis 2002-2007

Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2007

Table 9 Forecast Sales of Household Care by Sector: Value 2007-2012

Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012

DEFINITIONS

Summary 1 Research Sources

LOCAL COMPANY PROFILES - UKRAINE

ALES TOV - HOUSEHOLD CARE - UKRAINE

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Ales TOV: Key Facts

Summary 3 Ales TOV: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 4 Ales TOV: Production Statistics 2007

COMPETITIVE POSITIONING

KARAPUZ TOV - HOUSEHOLD CARE - UKRAINE

STRATEGIC DIRECTION

KEY FACTS

Summary 5 Karapuz TOV: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 6 Karapuz TOV: Competitive Position 2007

SAN CLEAN INT LTD - HOUSEHOLD CARE - UKRAINE

STRATEGIC DIRECTION

KEY FACTS

Summary 7 San Clean INT Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 8 San Clean INT Ltd: Competitive Position 2007

SV FIRMA TOV - HOUSEHOLD CARE - UKRAINE

STRATEGIC DIRECTION

KEY FACTS

Summary 9 SV Firma TOV: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 10 SV Firma TOV: Competitive Position 2007

VINNITSAPOBUTKHIM ZAT - HOUSEHOLD CARE - UKRAINE

STRATEGIC DIRECTION

KEY FACTS

Summary 11 Vinnitsapobutkhim ZAT: Key Facts

Summary 12 Vinnitsapobutkhim ZAT: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 13 Vinnitsapobutkhim ZAT: Competitive Position 2007

LAUNDRY CARE IN UKRAINE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR INDICATORS

Table 11 Household Penetration of Washing Machines 2002-2007

SECTOR DATA

Table 12 Sales of Laundry Care by Subsector: Value 2002-2007

Table 13 Sales of Laundry Care by Subsector: % Value Growth 2002-2007

Table 14 Sales of Laundry Detergents by Type: Value 2002-2007

Table 15 Sales of Laundry Detergents by Type: % Value Growth 2002-2007

Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2007

Table 17 Sales of Laundry Aids by Type: Value 2002-2007

Table 18 Sales of Laundry Aids by Type: % Value Growth 2002-2007

Table 19 Laundry Care Company Shares 2003-2007

Table 20 Laundry Care Brand Shares 2004-2007

Table 21 Laundry Detergents Company Shares 2003-2007

Table 22 Laundry Detergents Brand Shares 2004-2007

Table 23 Laundry Aids Company Shares 2003-2007

Table 24 Laundry Aids Brand Shares 2004-2007

Table 25 Forecast Sales of Laundry Care by Subsector: Value 2007-2012

Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012

DISHWASHING PRODUCTS IN UKRAINE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR INDICATORS

Table 27 Household Penetration of Dishwashers 2002-2007

SECTOR DATA

Table 28 Sales of Dishwashing Products by Subsector: Value 2002-2007

Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007

Table 30 Dishwashing Products Company Shares 2003-2007

Table 31 Dishwashing Products Brand Shares 2004-2007

Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012

Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012

SURFACE CARE IN UKRAINE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 34 Sales of Surface Care by Subsector: Value 2002-2007

Table 35 Sales of Surface Care by Subsector: % Value Growth 2002-2007

Table 36 Surface Care Company Shares 2003-2007

Table 37 Surface Care Brand Shares 2004-2007

Table 38 Forecast Sales of Surface Care by Subsector: Value 2007-2012

Table 39 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012

CHLORINE BLEACH IN UKRAINE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 40 Sales of Chlorine Bleach: Value 2002-2007

Table 41 Sales of Chlorine Bleach: % Value Growth 2002-2007

Table 42 Chlorine Bleach Company Shares 2003-2007

Table 43 Chlorine Bleach Brand Shares 2004-2007

Table 44 Forecast Sales of Chlorine Bleach: Value 2007-2012

Table 45 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012

TOILET CARE PRODUCTS IN UKRAINE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 46 Sales of Toilet Care Products by Subsector: Value 2002-2007

Table 47 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007

Table 48 Toilet Care Products Company Shares 2003-2007

Table 49 Toilet Care Products Brand Shares 2004-2007

Table 50 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012

Table 51 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012

POLISHES IN UKRAINE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 52 Sales of Polishes by Subsector: Value 2002-2007

Table 53 Sales of Polishes by Subsector: % Value Growth 2002-2007

Table 54 Polishes Company Shares 2003-2007

Table 55 Polishes Brand Shares 2004-2007

Table 56 Forecast Sales of Polishes by Subsector: Value 2007-2012

Table 57 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012

AIR CARE IN UKRAINE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 58 Sales of Air Care by Subsector: Value 2002-2007

Table 59 Sales of Air Care by Subsector: % Value Growth 2002-2007

Table 60 Air Care Fragrances Rankings by Value 2006-2007

Table 61 Air Care Company Shares 2003-2007

Table 62 Air Care Brand Shares 2004-2007

Table 63 Forecast Sales of Air Care by Subsector: Value 2007-2012

Table 64 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012

INSECTICIDES IN UKRAINE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 65 Sales of Insecticides by Subsector: Value 2002-2007

Table 66 Sales of Insecticides by Subsector: % Value Growth 2002-2007

Table 67 Spray Insecticides by Type: %Value Breakdown 2006-2007

Table 68 Insecticides Company Shares 2003-2007

Table 69 Insecticides Brand Shares 2004-2007

Table 70 Forecast Sales of Insecticides by Subsector: Value 2007-2012

Table 71 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012

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