Home Care in Belarus

February 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care industry in Belarus with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care industry in Belarus, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Home Care in Belarus report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in Belarus?
  • Which are the leading brands in Home Care in Belarus?
  • How are products distributed in Home Care in Belarus?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Home Care in Belarus

Home care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for home care?
Table 1 Households 2016-2021
Table 2 Sales of Home Care by Category: Value 2016-2021
Table 3 Sales of Home Care by Category: % Value Growth 2016-2021
Table 4 NBO Company Shares of Home Care: % Value 2017-2021
Table 5 LBN Brand Shares of Home Care: % Value 2018-2021
Table 6 Penetration of Private Label in Home Care by Category: % Value 2016-2021
Table 7 Distribution of Home Care by Format: % Value 2016-2021
Table 8 Distribution of Home Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Home Care by Category: Value 2021-2026
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2021-2026

DISCLAIMER

Summary 1 Research Sources

Laundry Care in Belarus

KEY DATA FINDINGS

Laundry care continues to perform well despite no more stockpiling
New regulations for washing detergents see several brands banned
International players continue to lead in 2021
Consumers become increasingly price-sensitive in 2022 and beyond
International players continue to lead in 2022 and beyond
Bio, eco and non-allergy options are increasing in laundry care, however lack of knowledge and higher price-points make the mass consumer wary 
Table 11 Household Possession of Washing Machines 2016-2021
Table 12 Sales of Laundry Care by Category: Value 2016-2021
Table 13 Sales of Laundry Care by Category: % Value Growth 2016-2021
Table 14 Sales of Laundry Aids by Category: Value 2016-2021
Table 15 Sales of Laundry Aids by Category: % Value Growth 2016-2021
Table 16 Sales of Laundry Detergents by Category: Value 2016-2021
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2016-2021
Table 18 NBO Company Shares of Laundry Care: % Value 2017-2021
Table 19 LBN Brand Shares of Laundry Care: % Value 2018-2021
Table 20 NBO Company Shares of Laundry Aids: % Value 2017-2021
Table 21 LBN Brand Shares of Laundry Aids: % Value 2018-2021
Table 22 NBO Company Shares of Laundry Detergents: % Value 2017-2021
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2018-2021
Table 24 Forecast Sales of Laundry Care by Category: Value 2021-2026
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026

Dishwashing in Belarus

KEY DATA FINDINGS

Dishwashing slows but continues to perform better than seen prior to the pandemic
Consumers continue to economise in 2021 due to the ongoing financial repercussions of the pandemic
Henkel retains its lead, though smaller players gaining value share
Normalisation and economising lead to slowed growth in 2022 and beyond
Further penetration of dishwashers benefits automatic dishwashing
Leading players focus on scent in the coming years
Table 26 Household Possession of Dishwashers 2015-2020
Table 27 Sales of Dishwashing by Category: Value 2016-2021
Table 28 Sales of Dishwashing by Category: % Value Growth 2016-2021
Table 29 NBO Company Shares of Dishwashing: % Value 2017-2021
Table 30 LBN Brand Shares of Dishwashing: % Value 2018-2021
Table 31 Forecast Sales of Dishwashing by Category: Value 2021-2026
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2021-2026

Surface Care in Belarus

KEY DATA FINDINGS

Surface care continues to perform well in 2021 due to raised hygiene awareness
Economising consumers opt for multipurpose cleaners
Henkel Rus OOO retains its leading position in a highly fragmented competitive landscape 
Ongoing growth, however, at a slower rate in 2022 and beyond
Price discounts and the economising trend hampers value growth in surface care
Growing competition from larger Russian players
Table 33 Sales of Surface Care by Category: Value 2016-2021
Table 34 Sales of Surface Care by Category: % Value Growth 2016-2021
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2016-2021
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2016-2021
Table 37 NBO Company Shares of Surface Care: % Value 2017-2021
Table 38 LBN Brand Shares of Surface Care: % Value 2018-2021
Table 39 Forecast Sales of Surface Care by Category: Value 2021-2026
Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2021-2026

Bleach in Belarus

KEY DATA FINDINGS

Bleach continues to perform well due to the raised hygiene standards
Lower price points continue to boost the popularity of bleach in 2021
Economising consumers down trade to lower-priced unknown brands
Bleach decreases in popularity in line with the economy recovering
The eco-friendly trend set to threaten the performance of bleach over the forecast period
Growing threat from Russian brands as consumers continue to economise
Table 41 Sales of Bleach: Value 2016-2021
Table 42 Sales of Bleach: % Value Growth 2016-2021
Table 43 Forecast Sales of Bleach: Value 2021-2026
Table 44 Forecast Sales of Bleach: % Value Growth 2021-2026

Toilet Care in Belarus

KEY DATA FINDINGS

Slowed growth as consumers return to their pre pandemic routines
The economising trend leads to downtrading to lower-priced brands and even bleach
Leading international players increase their value shares, using strong advertising and wide product availability to boost results
Growing urbanisation drives value sales while volume sales negatively impacted by economising
New product developments focus on convenience, ease of use and extended variety
International brands make tough competition due to their advertising efforts and discounts
Table 45 Sales of Toilet Care by Category: Value 2016-2021
Table 46 Sales of Toilet Care by Category: % Value Growth 2016-2021
Table 47 NBO Company Shares of Toilet Care: % Value 2017-2021
Table 48 LBN Brand Shares of Toilet Care: % Value 2018-2021
Table 49 Forecast Sales of Toilet Care by Category: Value 2021-2026
Table 50 Forecast Sales of Toilet Care by Category: % Value Growth 2021-2026

Polishes in Belarus

KEY DATA FINDINGS

The reverse seen of 2020 in 2021 as consumers return to their pre pandemic routines
Shoe polish continues to drive overall growth in 2021
Discounts and price-points are key competitive tactics to gain value sales in furniture and floor polish
Shoe polishes set to outperform floor polishes once again as pre pandemic norms return
International lower-priced brands continue to lead in 2022 and beyond
New product development in shoe polish
Table 51 Sales of Polishes by Category: Value 2016-2021
Table 52 Sales of Polishes by Category: % Value Growth 2016-2021
Table 53 NBO Company Shares of Polishes: % Value 2017-2021
Table 54 LBN Brand Shares of Polishes: % Value 2018-2021
Table 55 Forecast Sales of Polishes by Category: Value 2021-2026
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2021-2026

Air Care in Belarus

KEY DATA FINDINGS

Volume sales continue to suffer as consumers economise and avoid inflated prices
Players hope to push electric air care for home usage in 2021
Leading players focus on expanding their assortments in 2021
Health-conscious consumers seek eco-friendlier products in 2022 and beyond
Spray/Aerosol air fresheners will continue to lead in current value terms
Consumers remain price-sensitive over the forecast period
Table 57 Sales of Air Care by Category: Value 2016-2021
Table 58 Sales of Air Care by Category: % Value Growth 2016-2021
Table 59 NBO Company Shares of Air Care: % Value 2017-2021
Table 60 LBN Brand Shares of Air Care: % Value 2018-2021
Table 61 Forecast Sales of Air Care by Category: Value 2021-2026
Table 62 Forecast Sales of Air Care by Category: % Value Growth 2021-2026

Home Insecticides in Belarus

KEY DATA FINDINGS

Another hot and humid summer boosts the demand for home insecticides in 2021
Local players continues to benefit from the economising trend in 2020
Home insecticides players face competition from other products, as well as repellents
Once Belarusians can travel abroad again in summer, demand will fall
New product launches focus on sensitive protection and scents
The economising trend continues throughout the forecast period
Table 63 Sales of Home Insecticides by Category: Value 2016-2021
Table 64 Sales of Home Insecticides by Category: % Value Growth 2016-2021
Table 65 NBO Company Shares of Home Insecticides: % Value 2017-2021
Table 66 LBN Brand Shares of Home Insecticides: % Value 2018-2021
Table 67 Forecast Sales of Home Insecticides by Category: Value 2021-2026
Table 68 Forecast Sales of Home Insecticides by Category: % Value Growth 2021-2026
The following categories and subcategories are included:

Home Care

    • Candle Air Fresheners
    • Car Air Fresheners
    • Electric Air Fresheners
    • Gel Air Fresheners
    • Liquid Air Fresheners
    • Spray/Aerosol Air Fresheners
      • Carpet Fresheners
      • Odour Neutralisers
      • Refrigerator Fresheners
      • Waste Bin Fresheners
      • Other Other Air Care
  • Bleach
      • Automatic Dishwashing Liquids
      • Automatic Dishwashing Powders
      • Automatic Dishwashing Tablets
      • Dishwashing Additives
    • Hand Dishwashing
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
      • Foggers/Bombs
      • In-Home Insect Repellents
      • Moth Proofers
      • Other Other Home Insecticides
    • Carpet Cleaners
      • Dryer Sheets
      • Liquid Fabric Softeners
      • Colour Safe Laundry Bleach
      • Fabric Fresheners
        • In-Wash Spot and Stain Removers
        • Pre-Wash Spot and Stain Removers
      • Starch/Ironing Aids
      • Water Softeners
        • Blues/Bluing
        • Colour Catchers
        • Colour Enhancers
        • Laundry Sanitiser
        • Scent Booster
        • Whiteners
        • Other Other Laundry Aids
          • Standard Powder Detergents
          • Concentrated Powder Detergents
          • Compact Powder Tablet Detergents
          • Liquid Tablet Detergents
          • Standard Liquid Detergents
          • Concentrated Liquid Detergents
        • Standard Powder Detergents
        • Standard Liquid Detergents
        • Concentrated Powder Detergents
        • Concentrated Liquid Detergents
        • Compact Powder Tablet Detergents
        • Liquid Tablet Detergents
        • Bar Detergents
        • Hand Wash Detergents
        • Fine Fabric Detergents
    • Floor Polish
    • Furniture Polish
    • Metal Polish
    • Shoe Polish
        • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
        • Wipes and Refills (Dry Electro-Static)
          • Cleaning Solution
          • Refill Wipes/Pads
        • Starter Kits/Trigger Device
        • All Purpose Cleaning Wipes
        • Furniture Polish Wipes
        • Toilet Care Wipes
        • Window/Glass Wipes
        • Other Impregnated Wipes
      • Starter Kits/Sweepers/Sticks (Excluding Wipes)
      • Wipes (Excluding Starter Kits/Sweepers/Sticks)
    • Bathroom Cleaners
    • Descalers
    • Drain Openers
      • Standard Floor Cleaners
      • Wash and Wax Floor Cleaners
    • Home Care Disinfectants
    • Kitchen Cleaners
    • Multi-Purpose Cleaners
    • Oven Cleaners
    • Scouring Agents
    • Window/Glass Cleaners
    • In-Cistern Devices
      • Rim Blocks
      • Rim Liquids
    • Toilet Care Tablets/Powders
    • Toilet Cleaning Systems
    • Toilet Liquids/Foam

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

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This report originates from Passport, our Home Care research and analysis database.

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