Home Care in Russia

Home Care in Russia

EXECUTIVE SUMMARY

Home care sales stagnate in Russia in 2018

Volume sales decrease, partly owing to more concentrated products

Multinationals continue to resist competition from local companies

Stagnation in new product development

Future performance equation with too many variables

MARKET INDICATORS

Table 1 Households 2013-2018

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2013-2018
Table 3 Sales of Home Care by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Home Care: % Value 2014-2018
Table 5 LBN Brand Shares of Home Care: % Value 2015-2018
Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 7 Distribution of Home Care by Format: % Value 2013-2018
Table 8 Distribution of Home Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Home Care by Category: Value 2018-2023
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Air Care in Russia

HEADLINES

PROSPECTS

Sales continue to increase in current value terms

Shift to sprays/aerosols in cans continues

Electric air fresheners bounce back in 2018

COMPETITIVE LANDSCAPE

Air care balanced between global and local players

Blade and Chirton are the leading brands

Private label has a strong presence

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2013-2018
Table 12 Sales of Air Care by Category: % Value Growth 2013-2018
Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 14 NBO Company Shares of Air Care: % Value 2014-2018
Table 15 LBN Brand Shares of Air Care: % Value 2015-2018
Table 16 Forecast Sales of Air Care by Category: Value 2018-2023
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Bleach in Russia

HEADLINES

PROSPECTS

Bleach returns temporarily to growth

Future growth is unlikely

COMPETITIVE LANDSCAPE

Ace retains lead but share decreases

Local products have a significant share

CATEGORY DATA

Table 18 Sales of Bleach: Value 2013-2018
Table 19 Sales of Bleach: % Value Growth 2013-2018
Table 20 NBO Company Shares of Bleach: % Value 2014-2018
Table 21 LBN Brand Shares of Bleach: % Value 2015-2018
Table 22 Forecast Sales of Bleach: Value 2018-2023
Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Dishwashing in Russia

HEADLINES

PROSPECTS

Sales static in 2018

Automatic dishwashing suffers

Powder declines while tablets gain

COMPETITIVE LANDSCAPE

Magic of Fairy continues

Local companies are strong in hand dishwashing

Finish and Somat lead automatic dishwashing sales

CATEGORY INDICATORS

Table 24 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 25 Sales of Dishwashing by Category: Value 2013-2018
Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Insecticides in Russia

HEADLINES

PROSPECTS

Better performance results hampered by economic uncertainty

Electric and spray formats shape the category

Other categories are under threat

COMPETITIVE LANDSCAPE

Local dominance continues

Global players cannot find the way to growth

Shift to cheaper products will continue to shape the category

CATEGORY DATA

Table 31 Sales of Home Insecticides by Category: Value 2013-2018
Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Laundry Care in Russia

HEADLINES

PROSPECTS

Crisis continues

Concentration to concentrates

Universality and replacement on agenda

COMPETITIVE LANDSCAPE

Shares remain stable

Nefis Cosmetics continues knocking on the door

Private label remains quite insignificant

CATEGORY INDICATORS

Table 38 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 39 Sales of Laundry Care by Category: Value 2013-2018
Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 41 Sales of Laundry Aids by Category: Value 2013-2018
Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 43 Sales of Laundry Detergents by Category: Value 2013-2018
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 45 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2013-2018
Table 46 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 47 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 48 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 49 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 50 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 51 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 52 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in Russia

HEADLINES

PROSPECTS

Shoes polish losing status as a necessity

Furniture polish has a declining consumer base

Future remains unclear

COMPETITIVE LANDSCAPE

Clear leadership in shoe polishes

SC Johnson dominates furniture polishes

Lack of manufacturer attention in other polishes

CATEGORY DATA

Table 54 Sales of Polishes by Category: Value 2013-2018
Table 55 Sales of Polishes by Category: % Value Growth 2013-2018
Table 56 NBO Company Shares of Polishes: % Value 2014-2018
Table 57 LBN Brand Shares of Polishes: % Value 2015-2018
Table 58 Forecast Sales of Polishes by Category: Value 2018-2023
Table 59 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in Russia

HEADLINES

PROSPECTS

Multipurpose cleaners drive growth

Some products benefit from their task-specific nature

Task-specific products decline

COMPETITIVE LANDSCAPE

Major multinationals lose share

Local players make efforts but remain small

Private label sales remain low

CATEGORY DATA

Table 60 Sales of Surface Care by Category: Value 2013-2018
Table 61 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 64 NBO Company Shares of Surface Care: % Value 2014-2018
Table 65 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 66 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 67 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 68 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 69 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in Russia

HEADLINES

PROSPECTS

Consumers in saving mode

Toilet liquids/foam and in-cistern devices are most resilient

Innovation and new categories are off the table

COMPETITIVE LANDSCAPE

International players still lead the market

Good performance by local brands

Exit of Mr Kryak

CATEGORY DATA

Table 70 Sales of Toilet Care by Category: Value 2013-2018
Table 71 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 72 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 73 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 74 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

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