Home Care in Georgia

Home Care in Georgia

EXECUTIVE SUMMARY

Home care in Georgia continues to see a positive performance

Devaluation of local currency continues affecting some areas of home care

Marginal changes in share structure, but Procter & Gamble and Henkel AG & Co remain distinct leaders

Traditional grocery retailing loses out within home care distribution

Positive performance by home care is expected to continue over the forecast period

MARKET INDICATORS

Table 1 Households 2012-2017

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2012-2017
Table 3 Sales of Home Care by Category: % Value Growth 2012-2017
Table 4 NBO Company Shares of Home Care: % Value 2013-2017
Table 5 LBN Brand Shares of Home Care: % Value 2014-2017
Table 6 Distribution of Home Care by Format: % Value 2012-2017
Table 7 Distribution of Home Care by Format and Category: % Value 2017
Table 8 Forecast Sales of Home Care by Category: Value 2017-2022
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Air Care in Georgia

HEADLINES

PROSPECTS

With stabilising growth of the car-owning population, car air fresheners is expected to expand more slowly compared to the review period

Expansion of modern grocery retailers is supporting the development of emerging areas of air care

The structure of air care products is expected to face a change by the end of the forecast period

COMPETITIVE LANDSCAPE

SC Johnson & Son leads air care in 2017

Small companies are expected to increase their value shares over the forecast period

Distinct leaders are present only in spray/aerosol air fresheners, while the rest remain strongly fragmented

CATEGORY DATA

Table 10 Sales of Air Care by Category: Value 2012-2017
Table 11 Sales of Air Care by Category: % Value Growth 2012-2017
Table 12 NBO Company Shares of Air Care: % Value 2013-2017
Table 13 LBN Brand Shares of Air Care: % Value 2014-2017
Table 14 Forecast Sales of Air Care by Category: Value 2017-2022
Table 15 Forecast Sales of Air Care by Category: % Value Growth 2017-2022

Bleach in Georgia

HEADLINES

PROSPECTS

Bleach records high current value growth despite the category’s maturity

Increasing number of tourists is expected to support volume growth of bleach

Obstacles to higher growth exist

COMPETITIVE LANDSCAPE

One-brand rule continues in bleach in 2017

Minor players are mainly present in traditional retailing channels

No changes in the share structure of bleach are expected

CATEGORY DATA

Table 16 Sales of Bleach: Value 2012-2017
Table 17 Sales of Bleach: % Value Growth 2012-2017
Table 18 NBO Company Shares of Bleach: % Value 2013-2017
Table 19 LBN Brand Shares of Bleach: % Value 2014-2017
Table 20 Forecast Sales of Bleach: Value 2017-2022
Table 21 Forecast Sales of Bleach: % Value Growth 2017-2022

Dishwashing in Georgia

HEADLINES

PROSPECTS

Probable growth in the number of dishwashing machines is expected to support the expansion of automatic dishwashing

Hand dishwashing’s value share of overall dishwashing is predicted to drop only a little over the forecast period

Independent small grocers to lose share quickly

COMPETITIVE LANDSCAPE

Procter & Gamble Co continues to be the clear leader of dishwashing in 2017

Werner & Mertz is the most dynamic company within dishwashing

Private label starts to appear within dishwashing

CATEGORY INDICATORS

Table 22 Household Possession of Dishwashers 2012-2017

CATEGORY DATA

Table 23 Sales of Dishwashing by Category: Value 2012-2017
Table 24 Sales of Dishwashing by Category: % Value Growth 2012-2017
Table 25 NBO Company Shares of Dishwashing: % Value 2013-2017
Table 26 LBN Brand Shares of Dishwashing: % Value 2014-2017
Table 27 Forecast Sales of Dishwashing by Category: Value 2017-2022
Table 28 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022

Home Insecticides in Georgia

HEADLINES

PROSPECTS

Increasing number of tourists is expected to support growth of home insecticides

Growing awareness will further support growth of home insecticides

Many consumers prioritise electric insecticides

COMPETITIVE LANDSCAPE

Few players with significant shares are present in home insecticides

Spray/aerosol format dominates in 2017

Share structure of home insecticides is expected to change

CATEGORY DATA

Table 29 Sales of Home Insecticides by Category: Value 2012-2017
Table 30 Sales of Home Insecticides by Category: % Value Growth 2012-2017
Table 31 NBO Company Shares of Home Insecticides: % Value 2013-2017
Table 32 LBN Brand Shares of Home Insecticides: % Value 2014-2017
Table 33 Forecast Sales of Home Insecticides by Category: Value 2017-2022
Table 34 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022

Laundry Care in Georgia

HEADLINES

PROSPECTS

Change expected in distribution channels

Restructured distribution is predicted to bring about a more consolidated laundry care category

Average unit price is expected to drop

COMPETITIVE LANDSCAPE

No threat to the leadership of Procter & Gamble

No movement in local production

Changes in shares are expected as a result of growth of underdeveloped areas

CATEGORY INDICATORS

Table 35 Household Possession of Washing Machines 2012-2017

CATEGORY DATA

Table 36 Sales of Laundry Care by Category: Value 2012-2017
Table 37 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 38 Sales of Laundry Aids by Category: Value 2012-2017
Table 39 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 40 Sales of Laundry Detergents by Category: Value 2012-2017
Table 41 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 42 NBO Company Shares of Laundry Care: % Value 2013-2017
Table 43 LBN Brand Shares of Laundry Care: % Value 2014-2017
Table 44 NBO Company Shares of Laundry Aids: % Value 2013-2017
Table 45 LBN Brand Shares of Laundry Aids: % Value 2014-2017
Table 46 NBO Company Shares of Laundry Detergents: % Value 2013-2017
Table 47 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
Table 48 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 49 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022

Polishes in Georgia

HEADLINES

PROSPECTS

Polishes in Georgia is expected to record low growth over the forecast period, but this is mainly due to expected unit price growth

Regardless of category maturity, there is still a minor area of polishes that is expected to develop

Distribution of polishes is gradually changing

COMPETITIVE LANDSCAPE

Polishes is dominated by imports

Pronto from SC Johnson & Son strengthens its leadership in 2017

Stable company shares over the review period, but changes are possible over the forecast period

CATEGORY DATA

Table 50 Sales of Polishes by Category: Value 2012-2017
Table 51 Sales of Polishes by Category: % Value Growth 2012-2017
Table 52 NBO Company Shares of Polishes: % Value 2013-2017
Table 53 LBN Brand Shares of Polishes: % Value 2014-2017
Table 54 Forecast Sales of Polishes by Category: Value 2017-2022
Table 55 Forecast Sales of Polishes by Category: % Value Growth 2017-2022

Surface Care in Georgia

HEADLINES

PROSPECTS

Growing awareness of surface care products is predicted to support steady growth of the overall category during the forecast period

Gradual change in distribution is evolving

Strong currency fluctuations are not expected to affect value sales of surface care products

COMPETITIVE LANDSCAPE

Unilever Group stands its ground in 2017

SC Johnson & Son ranks second in 2017 thanks to a wide portfolio

Third-ranked player shows strong growth

CATEGORY DATA

Table 56 Sales of Surface Care by Category: Value 2012-2017
Table 57 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 58 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017
Table 60 NBO Company Shares of Surface Care: % Value 2013-2017
Table 61 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 62 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 63 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022

Toilet Care in Georgia

HEADLINES

PROSPECTS

Growing number of modern grocery retailers gradually increases the awareness of various toilet care products

Unit prices set to decline

The split between rural and urban areas in terms of toilet care products is expected to continue over the forecast period

COMPETITIVE LANDSCAPE

SC Johnson & Son leads toilet care and increases its value share in 2017

Procter & Gamble ranks second thanks to lower prices

Private label starts to appear

CATEGORY DATA

Table 64 Sales of Toilet Care by Category: Value 2012-2017
Table 65 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 66 NBO Company Shares of Toilet Care: % Value 2013-2017
Table 67 LBN Brand Shares of Toilet Care: % Value 2014-2017
Table 68 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 69 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

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