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: 83 | Publication date: Jul 2007
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
Retailers disappointed by low sales of washing machines
In 2006, durable goods retailers reported that their sales were not as high as expected, as purchases of washing machines started to bottom out. As a result 2006 witnessed slow sales of washing machines compared to the relatively dynamic growth of 2005. However, despite lower than expected sales of washing machines, laundry care was not significantly affected over 2006, although sales may tail off as washing machine purchases slow down further.
New air care products bring “freshness” to consumers’ lives
In 2006 a range of new air fresheners entered Ukraine; for example, electric, candle, and gel air fresheners. Despite low or negligible in 2006, these new products are available in many different fragrances, illustrating the potential in air care. However, the demand for these new air fresheners remained restricted to affluent urban consumers that could afford the relatively high prices of these products. Despite strong consumer price sensitivity, sales are likely to be boosted by people keen to try new products.
Economy domestic products remain the most popular
In 2006, the majority of consumers continued to buy domestically produced products that are similar in terms of quality but lower in price than in foreign markets. Official statistics state that Ukraine consumes a major part of domestically produced household care products with exports by domestic companies remaining small. However, despite the dominance of domestic companies in retail volume terms, in retail value terms multinational companies held sway. Procter & Gamble Ukraine TOV remained the leading player in 2006 in value terms, due to the long-standing popularity of its brands in the country.
Affluent consumers switch to more modern household care products
Despite significant price constraints for the majority of Ukrainian consumers, an increasing number of affluent urban consumers started to trade-up to premium products. As a result, there was increased interest in experimenting with more expensive products such as detergent tablets. However, this trend remained restricted to urban consumers with people in rural areas continuing to purchase economy or mid-price brands.
Powder detergents to become increasingly mature over the forecast period
The forecast period is likely to see some laundry care products approach maturity, particularly powder detergents, leaving room for newer, more modern product types such as detergent tablets to develop. Other newer, more modern products types such as gel, and electric air fresheners are likely to produce good growth, as an increasing number of urban upper-income consumers are expected to experiment with newer alternatives. This development will open up the demand for and consumption of previously unexplored household care products.
Table of contents
HOUSEHOLD CARE IN UKRAINE : MARKET INSIGHT
EXECUTIVE SUMMARY
Retailers disappointed by low sales of washing machines
New air care products bring “freshness” to consumers’ lives
Economy domestic products remain the most popular
Affluent consumers switch to more modern household care products
Powder detergents to become increasingly mature over the forecast period
KEY TRENDS AND DEVELOPMENTS
Retail development penetrates the regions
Urbanisation trends continue in Ukraine
Higher disposable incomes in the mid-to-long term
Government incentives stimulate the birth rate in 2006
MARKET INDICATORS
Table 1 Households 2001-2006
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2001-2006
Table 3 Sales of Household Care by Sector: % Value Growth 2001-2006
Table 4 Household Care Company Shares 2002-2006
Table 5 Household Care Brand Shares 2003-2006
Table 6 Sales of Household Care by Distribution Format: % Analysis 2001/2006
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2006
Table 8 Forecast Sales of Household Care by Sector: Value 2006-2011
Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - UKRAINE
ALES OOO - HOUSEHOLD CARE - UKRAINE
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Ales OOO: Key Facts
Summary 2 Ales OOO: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 3 Ales OOO: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 4 Ales OOO: Competitive Position 2006
KARAPUZ TOV - HOUSEHOLD CARE - UKRAINE
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Karapuz TOV: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 6 Karapuz TOV: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 7 Karapuz TOV: Competitive Position 2006
SAN CLEAN INT LTD - HOUSEHOLD CARE - UKRAINE
STRATEGIC DIRECTION
KEY FACTS
Summary 8 San Clean INT Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 San Clean INT Ltd: Competitive Position 2006
SV FIRMA TOV - HOUSEHOLD CARE - UKRAINE
STRATEGIC DIRECTION
KEY FACTS
Summary 10 SV Firma TOV: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 SV Firma TOV: Competitive Position 2006
VINNITSAPOBUTKHIM ZAT - HOUSEHOLD CARE - UKRAINE
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Vinnitsapobutkhim ZAT: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 13 Vinnitsapobutkhim ZAT: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 14 Vinnitsapobutkhim ZAT: Competitive Position 2006
LAUNDRY CARE IN UKRAINE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 10 Household Penetration of Washing Machines 2001-2006
SECTOR DATA
Table 11 Sales of Laundry Care by Subsector: Value 2001-2006
Table 12 Sales of Laundry Care by Subsector: % Value Growth 2001-2006
Table 13 Sales of Laundry Detergents by Type: Value 2001-2006
Table 14 Sales of Laundry Detergents by Type: % Value Growth 2001-2006
Table 15 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2006
Table 16 Sales of Laundry Aids by Type: Value 2001-2006
Table 17 Sales of Laundry Aids by Type: % Value Growth 2001-2006
Table 18 Laundry Care Company Shares 2002-2006
Table 19 Laundry Care Brand Shares 2003-2006
Table 20 Laundry Detergents Company Shares 2002-2006
Table 21 Laundry Detergents Brand Shares 2003-2006
Table 22 Laundry Aids Company Shares 2002-2006
Table 23 Laundry Aids Brand Shares 2003-2006
Table 24 Forecast Sales of Laundry Care by Subsector: Value 2006-2011
Table 25 Forecast Sales of Laundry Care by Subsector: % Value Growth 2006-2011
DISHWASHING PRODUCTS IN UKRAINE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 26 Household Penetration of Dishwashers 2001-2006
SECTOR DATA
Table 27 Sales of Dishwashing Products by Subsector: Value 2001-2006
Table 28 Sales of Dishwashing Products by Subsector: % Value Growth 2001-2006
Table 29 Dishwashing Products Company Shares 2002-2006
Table 30 Dishwashing Products Brand Shares 2003-2006
Table 31 Forecast Sales of Dishwashing Products by Subsector: Value 2006-2011
Table 32 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2006-2011
SURFACE CARE IN UKRAINE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 33 Sales of Surface Care by Subsector: Value 2001-2006
Table 34 Sales of Surface Care by Subsector: % Value Growth 2001-2006
Table 35 Surface Care Company Shares 2002-2006
Table 36 Surface Care Brand Shares 2003-2006
Table 37 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 38 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH IN UKRAINE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 39 Sales of Chlorine Bleach: Value 2001-2006
Table 40 Sales of Chlorine Bleach: % Value Growth 2001-2006
Table 41 Chlorine Bleach by Type: % Value Analysis 2005-2006
Table 42 Chlorine Bleach Company Shares 2002-2006
Table 43 Chlorine Bleach Brand Shares 2003-2006
Table 44 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 45 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN UKRAINE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 46 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 47 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 48 Toilet Care Products Company Shares 2002-2006
Table 49 Toilet Care Products Brand Shares 2003-2006
Table 50 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 51 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN UKRAINE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 52 Sales of Polishes by Subsector: Value 2001-2006
Table 53 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 54 Polishes Company Shares 2002-2006
Table 55 Polishes Brand Shares 2003-2006
Table 56 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 57 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN UKRAINE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Air Care by Subsector: Value 2001-2006
Table 59 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 60 Air Care Company Shares 2002-2006
Table 61 Air Care Brand Shares 2003-2006
Table 62 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 63 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN UKRAINE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 64 Sales of Insecticides by Subsector: Value 2001-2006
Table 65 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 66 Insecticides Company Shares 2002-2006
Table 67 Insecticides Brand Shares 2003-2006
Table 68 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 69 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011