Home Care in Georgia

Home Care in Georgia

EXECUTIVE SUMMARY

COVID-19 impact on home care

COVID-19 country impact

Company response

Retailing shift

What next for home care?

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 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Distribution of Home Care by Format: % Value 2015-2020
Table 7 Distribution of Home Care by Format and Category: % Value 2020
Table 8 Forecast Sales of Home Care by Category: Value 2020-2025
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Georgia

KEY DATA FINDINGS

2020 IMPACT

Retailers support volume sales with discounts and other promotions

Eco-friendly brands increase their share

Hotel and restaurant closures affect B2B sales

RECOVERY AND OPPORTUNITIES

New product launches to appeal to new consumers

Increased purchasing power to contribute to current value growth

Standard powder and standard liquid detergents to benefit from the convenience trend

CATEGORY INDICATORS

Table 10 Household Possession of Washing Machines 2015-2020

CATEGORY DATA

Table 11 Sales of Laundry Care by Category: Value 2015-2020
Table 12 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 13 Sales of Laundry Aids by Category: Value 2015-2020
Table 14 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 15 Sales of Laundry Detergents by Category: Value 2015-2020
Table 16 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 17 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 18 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 19 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 20 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 21 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 22 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 23 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in Georgia

KEY DATA FINDINGS

2020 IMPACT

Hand dishwashing products continue to dominate

Home-based lifestyles contribute to volume and current value growth

RECOVERY AND OPPORTUNITIES

Automatic dishwashing to benefit from rising disposable income levels

Hand dishwashing to grow further as even more people switch to eating at home

Multi-packs the focus of price promotions as players build further customer loyalty

CATEGORY INDICATORS

Table 25 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 26 Sales of Dishwashing by Category: Value 2015-2020
Table 27 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 28 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 29 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 30 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in Georgia

KEY DATA FINDINGS

2020 IMPACT

Volume sales grow as a measure against the spread of COVID-19

Economy a higher priority than innovation

Hotel and restaurant closures affect B2B sales

RECOVERY AND OPPORTUNITIES

Sales likely to benefit from increased on-trade demand and consumer focus on hygiene

New premium products to boost current value sales once the COVID-19 pandemic is over

Discounting increasingly used to boost leading brands and support new launches

CATEGORY DATA

Table 32 Sales of Surface Care by Category: Value 2015-2020
Table 33 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 34 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 36 NBO Company Shares of Surface Care: % Value 2016-2020
Table 37 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 38 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 39 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in Georgia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 has little impact on many consumers’ purchasing habits

Bleach brands further challenged by less harmful alternatives

Ace consolidated its position as leading bleach brand

RECOVERY AND OPPORTUNITIES

Consumers to switch to less harmful cleaning products

Volume growth to come from low-income households

Low pricing and discounting key in attracting low-income consumers

CATEGORY DATA

Table 40 Sales of Bleach: Value 2015-2020
Table 41 Sales of Bleach: % Value Growth 2015-2020
Table 42 NBO Company Shares of Bleach: % Value 2016-2020
Table 43 LBN Brand Shares of Bleach: % Value 2017-2020
Table 44 Forecast Sales of Bleach: Value 2020-2025
Table 45 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in Georgia

KEY DATA FINDINGS

2020 IMPACT

Urban areas drive growth with rural consumers remaining loyal to bleach

In-cistern products benefit from greater consumer awareness

Toilet Duck extends lead thanks to strong customer loyalty

RECOVERY AND OPPORTUNITIES

Increased purchasing power to contribute to current value growth

Modern grocery retailers’ expansion will result in wider consumer awareness and interest

Discounting set to increase as players woo new consumers

CATEGORY DATA

Table 46 Sales of Toilet Care by Category: Value 2015-2020
Table 47 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 48 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 49 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 50 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 51 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in Georgia

KEY DATA FINDINGS

2020 IMPACT

Lockdown reduces consumers’ need for polishes

Popularity of tiled floors causes demand for floor polish to subside

SC Johnson extends lead despite lack of marketing support

RECOVERY AND OPPORTUNITIES

Return to office working to boost demand for polishes

Increased purchasing power to contribute to current value growth

Strong new product development and marketing unlikely, as players remain cautious in wake of COVID-19 pandemic

CATEGORY DATA

Table 52 Sales of Polishes by Category: Value 2015-2020
Table 53 Sales of Polishes by Category: % Value Growth 2015-2020
Table 54 NBO Company Shares of Polishes: % Value 2016-2020
Table 55 LBN Brand Shares of Polishes: % Value 2017-2020
Table 56 Forecast Sales of Polishes by Category: Value 2020-2025
Table 57 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in Georgia

KEY DATA FINDINGS

2020 IMPACT

Currency devaluation causes growth in current value sales but impacts retail volume demand

Car air fresheners hit by transport ban and lockdown

SC Johnson and Reckitt Benckiser remain in lead thanks to strong distribution reach

RECOVERY AND OPPORTUNITIES

Return to office working to boost demand for air care

Return to commuting to have a beneficial effect on car air fresheners

Growing competition in modern grocery retailers may herald new era of value-added innovation

CATEGORY DATA

Table 58 Sales of Air Care by Category: Value 2015-2020
Table 59 Sales of Air Care by Category: % Value Growth 2015-2020
Table 60 NBO Company Shares of Air Care: % Value 2016-2020
Table 61 LBN Brand Shares of Air Care: % Value 2017-2020
Table 62 Forecast Sales of Air Care by Category: Value 2020-2025
Table 63 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in Georgia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 difficulties do not allow for a challenge to spray/aerosol home insecticides

Growing availability helps eclectic insecticides to develop

Weakened competition allows Raid to strengthen its lead in spray/aerosol insecticides

RECOVERY AND OPPORTUNITIES

Return of tourists to add volumes to home insecticides

Expansion of supermarkets and hypermarkets will continue to drive sales

Increased purchasing power to contribute to current value growth

CATEGORY DATA

Table 64 Sales of Home Insecticides by Category: Value 2015-2020
Table 65 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 66 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 67 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 68 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 69 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025

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