Household Care in 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
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
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