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Home Care in Belarus

February 2021
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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

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020 Table 3 Sales of Home Care by Category: % Value Growth 2015-2020 Table 4 Sales of Home Care by Category: Value 2015-2020 Table 5 Sales of Home Care by Category: % Value Growth 2015-2020 Table 6 NBO Company Shares of Home Care: % Value 2016-2020 Table 7 LBN Brand Shares of Home Care: % Value 2017-2020 Table 8 Penetration of Private Label in Home Care by Category: % Value 2015-2020 Table 9 Distribution of Home Care by Format: % Value 2015-2020 Table 10 Distribution of Home Care by Format and Category: % Value 2020 Table 11 Forecast Sales of Home Care by Category: Value 2020-2025 Table 12 Forecast Sales of Home Care by Category: % Value Growth 2020-2025 Table 13 Forecast Sales of Home Care by Category: Value 2020-2025 Table 14 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

SOURCES

Summary 1 Research Sources

CATEGORY INDICATORS

Table 15 Household Possession of Washing Machines 2015-2020

CATEGORY DATA

Table 16 Sales of Laundry Care by Category: Value 2015-2020 Table 17 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 18 Sales of Laundry Care by Category: Value 2015-2020 Table 19 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 20 Sales of Laundry Aids by Category: Value 2015-2020 Table 21 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 22 Sales of Laundry Aids by Category: Value 2015-2020 Table 23 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 24 Sales of Laundry Detergents by Category: Value 2015-2020 Table 25 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 26 Sales of Laundry Detergents by Category: Value 2015-2020 Table 27 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 28 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 29 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 30 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 31 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 32 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 33 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 34 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 35 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025 Table 36 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 37 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

CATEGORY INDICATORS

Table 38 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 39 Sales of Dishwashing by Category: Value 2015-2020 Table 40 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 41 Sales of Dishwashing by Category: Value 2015-2020 Table 42 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 43 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 44 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 45 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 46 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025 Table 47 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 48 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

CATEGORY DATA

Table 49 Sales of Surface Care by Category: Value 2015-2020 Table 50 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 51 Sales of Surface Care by Category: Value 2015-2020 Table 52 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 53 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020 Table 54 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020 Table 55 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020 Table 56 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020 Table 57 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2016-2020 Table 58 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2016-2020 Table 59 NBO Company Shares of Surface Care: % Value 2016-2020 Table 60 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 61 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 62 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025 Table 63 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

CATEGORY DATA

Table 65 Sales of Bleach: Value 2015-2020 Table 66 Sales of Bleach: % Value Growth 2015-2020 Table 67 Sales of Bleach: Value 2015-2020 Table 68 Sales of Bleach: % Value Growth 2015-2020 Table 69 Sales of Bleach: Value 2016-2018 Table 70 Sales of Bleach: % Value Growth 2016-2018 Table 71 NBO Company Shares of Bleach: % Value 2016-2020 Table 72 LBN Brand Shares of Bleach: % Value 2017-2020 Table 73 Forecast Sales of Bleach: Value 2020-2025 Table 74 Forecast Sales of Bleach: % Value Growth 2020-2025 Table 75 Forecast Sales of Bleach: Value 2020-2025 Table 76 Forecast Sales of Bleach: % Value Growth 2020-2025

CATEGORY DATA

Table 77 Sales of Toilet Care by Category: Value 2015-2020 Table 78 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 79 Sales of Toilet Care by Category: Value 2015-2020 Table 80 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 81 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 82 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 83 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 84 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025 Table 85 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 86 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

CATEGORY DATA

Table 87 Sales of Polishes by Category: Value 2015-2020 Table 88 Sales of Polishes by Category: % Value Growth 2015-2020 Table 89 Sales of Polishes by Category: Value 2015-2020 Table 90 Sales of Polishes by Category: % Value Growth 2015-2020 Table 91 NBO Company Shares of Polishes: % Value 2016-2020 Table 92 LBN Brand Shares of Polishes: % Value 2017-2020 Table 93 Forecast Sales of Polishes by Category: Value 2020-2025 Table 94 Forecast Sales of Polishes by Category: % Value Growth 2020-2025 Table 95 Forecast Sales of Polishes by Category: Value 2020-2025 Table 96 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

CATEGORY DATA

Table 97 Sales of Air Care by Category: Value 2015-2020 Table 98 Sales of Air Care by Category: % Value Growth 2015-2020 Table 99 Sales of Air Care by Category: Value 2015-2020 Table 100 Sales of Air Care by Category: % Value Growth 2015-2020 Table 101 NBO Company Shares of Air Care: % Value 2016-2020 Table 102 LBN Brand Shares of Air Care: % Value 2017-2020 Table 103 Forecast Sales of Air Care by Category: Value 2020-2025 Table 104 Forecast Sales of Air Care by Category: % Value Growth 2020-2025 Table 105 Forecast Sales of Air Care by Category: Value 2020-2025 Table 106 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

CATEGORY DATA

Table 107 Sales of Home Insecticides by Category: Value 2015-2020 Table 108 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 109 Sales of Home Insecticides by Category: Value 2015-2020 Table 110 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 111 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 112 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 113 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 114 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025 Table 115 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 116 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025

Home Care in Belarus

EXECUTIVE SUMMARY

COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?

MARKET INDICATORS

Table 117 Households 2015-2020

MARKET DATA

Table 118 Sales of Home Care by Category: Value 2015-2020 Table 119 Sales of Home Care by Category: % Value Growth 2015-2020 Table 120 NBO Company Shares of Home Care: % Value 2016-2020 Table 121 LBN Brand Shares of Home Care: % Value 2017-2020 Table 122 Penetration of Private Label in Home Care by Category: % Value 2015-2020 Table 123 Distribution of Home Care by Format: % Value 2015-2020 Table 124 Distribution of Home Care by Format and Category: % Value 2020 Table 125 Forecast Sales of Home Care by Category: Value 2020-2025 Table 126 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 2 Research Sources

Laundry Care in Belarus

KEY DATA FINDINGS

2020 IMPACT

Bar detergents registers significant volume increase as people flock to holiday homes
Lower profit margins for companies in 2020, due to currency devaluation
Top local brand Mira loses out to Procter & Gamble’s Tide

RECOVERY AND OPPORTUNITIES

Increasing price sensitivity over forecast period
Multinationals will continue to gain value share over forecast period
Bio, eco and non-allergy options are increasing in laundry care, however lack of knowledge and higher price-points make the mass consumer wary

CATEGORY INDICATORS

Table 127 Household Possession of Washing Machines 2015-2020

CATEGORY DATA

Table 128 Sales of Laundry Care by Category: Value 2015-2020 Table 129 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 130 Sales of Laundry Aids by Category: Value 2015-2020 Table 131 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 132 Sales of Laundry Detergents by Category: Value 2015-2020 Table 133 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 134 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 135 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 136 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 137 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 138 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 139 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 140 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 141 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in Belarus

KEY DATA FINDINGS

2020 IMPACT

Growth in sales of dishwashing appliances in turn leads to growth in sales of dishwashing products
Henkel retains its lead, though smaller players gaining value share
The competition amongst foreign and local dishwashing products remains strong as players compete through fierce discounts and promotions

RECOVERY AND OPPORTUNITIES

Muted volume growth over the forecast period
Declining population growth dampens value sales
New product developments focus on convenience, new formulas and the extension of existing lines

CATEGORY INDICATORS

Table 142 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 143 Sales of Dishwashing by Category: Value 2015-2020 Table 144 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 145 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 146 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 147 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 148 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in Belarus

KEY DATA FINDINGS

2020 IMPACT

Consumers switch to cheaper brands, due to increasing price sensitivity
Henkel Rus OOO retains its leading position in a highly fragmented competitive landscape
Growth in wipes is driven by the convenience trend

RECOVERY AND OPPORTUNITIES

Trend of declining volume growth over forecast period
Price discounts and the economising trend hampers value growth in surface care
New product developments focus on improved formulas and convenient packaging

CATEGORY DATA

Table 149 Sales of Surface Care by Category: Value 2015-2020 Table 150 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 151 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020 Table 152 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020 Table 153 NBO Company Shares of Surface Care: % Value 2016-2020 Table 154 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 155 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 156 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in Belarus

KEY DATA FINDINGS

2020 IMPACT

Steep price rises dampen volume growth slightly
Competition is led by locally-made products which offer attractive price points to consumers
Low price points attract consumers, and players try to gain sales through on-pack promotional messages and different formats of bleach

RECOVERY AND OPPORTUNITIES

Volume growth decline later in forecast period
Growing interest in health and eco-awareness threatens the growth of bleach in 2019
Bleach faces threats from alternative products, with surface care and toilet care negatively impacting bleach value sales

CATEGORY DATA

Table 157 Sales of Bleach: Value 2015-2020 Table 158 Sales of Bleach: % Value Growth 2015-2020 Table 159 Forecast Sales of Bleach: Value 2020-2025 Table 160 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in Belarus

KEY DATA FINDINGS

2020 IMPACT

Volume decline as many consumers switch to more economical bleach
Leading international players increase their value shares, using strong advertising and wide product availability to boost results
As consumers are not brand loyal, price competition remains fierce in toilet care

RECOVERY AND OPPORTUNITIES

Growing urbanisation drives value sales
New product developments focus on convenience, ease of use and extended variety
Rising hygiene standards, the convenience trend and the increase in busy lifestyles boost sales

CATEGORY DATA

Table 161 Sales of Toilet Care by Category: Value 2015-2020 Table 162 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 163 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 164 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 165 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 166 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in Belarus

KEY DATA FINDINGS

2020 IMPACT

With more time spent at home in 2020, people have more time to polish
The leading competitors maintain their positions, offering a wider range of popular shoe polishes
Discounts and price-points are key competitive tactics to gain value sales in furniture and floor polish

RECOVERY AND OPPORTUNITIES

Stronger value growth for shoe polish as consumers defer buying new shoes
Manufacturers expected to invest in other home care products, instead of polish
New product development in shoe polish

CATEGORY DATA

Table 167 Sales of Polishes by Category: Value 2015-2020 Table 168 Sales of Polishes by Category: % Value Growth 2015-2020 Table 169 NBO Company Shares of Polishes: % Value 2016-2020 Table 170 LBN Brand Shares of Polishes: % Value 2017-2020 Table 171 Forecast Sales of Polishes by Category: Value 2020-2025 Table 172 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in Belarus

KEY DATA FINDINGS

2020 IMPACT

High price rises lead to volume decline
SC Johnson & Son retains its lead position and international competitors dominate the landscape
The rising sales of cars in 2019 boosts value growth of car air fresheners

RECOVERY AND OPPORTUNITIES

Limited volume growth over the forecast period
Spray/aerosol air freshener leads value growth, benefiting from a wider variety of products and low price points
Price points vital, as economising trend leads to growing share of cheaper players

CATEGORY DATA

Table 173 Sales of Air Care by Category: Value 2015-2020 Table 174 Sales of Air Care by Category: % Value Growth 2015-2020 Table 175 NBO Company Shares of Air Care: % Value 2016-2020 Table 176 LBN Brand Shares of Air Care: % Value 2017-2020 Table 177 Forecast Sales of Air Care by Category: Value 2020-2025 Table 178 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in Belarus

KEY DATA FINDINGS

2020 IMPACT

Humid summer leads to increased demand
Local players gain value share
Home insecticides players face competition from other products, as well as repellents

RECOVERY AND OPPORTUNITIES

Once Belarusians can travel abroad again in summer, demand will fall
The economising trend hampers value growth in home insecticides
New product developments include a focus on sensitive protection, new scents and product strengths

CATEGORY DATA

Table 179 Sales of Home Insecticides by Category: Value 2015-2020 Table 180 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 181 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 182 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 183 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 184 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025
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This report originates from Passport, our Home Care research and analysis database.

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