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Country Report

Home Care in

Home Care in Russia

Feb 2020

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Executive Summary

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No return to positive growth for Russian home care in 2019

Home care continued to decline in both current value and volume terms in 2019, with consumer purchasing power being negatively affected by the seemingly endless economic uncertainty in Russia. Consumers in Russia continue to be cautious with their spending and have also become more careful in their use of products such as laundry care.

Volume sales not helped by popularity of concentrated and multipurpose products

Home care volume sales continue to perform worse than current value sales. Volume sales are being hit not only by the economic uncertainty, but also by a shift to more concentrated or multipurpose products, and even more careful use of standard products.

Multinationals generally remain ahead of local players

The home care market in Russia is something of a battlefield between major international heavyweights such as Procter & Gamble and Henkel and local challengers such as Nefis Cosmetics and Nevskaya Kosmetika. Leading domestic manufacturers invested significantly in new product development, marketing and distribution of home care products during the review period, with the aim of gaining significant share from the major multinationals.

Limited new product development activity

The home care market in Russia is operating in relatively difficult economic conditions, which is putting pressure on consumer purchasing power, resulting in a lack of dynamism in new product development. Brand owners’ efforts are tending to be focused on minimising operating costs and retaining market share, often through promotions and other deals to help retain their customer base.

Improved performance expected over the forecast period

A gradual improvement in the home care performance is expected with each passing year over the forecast period in both value and volume terms. However, while the forecast period current value CAGR is expected to be clearly positive and much higher than the review period CAGR, much of this could prove to be due to rising unit prices, as the volume CAGR will remain in negative territory in the forecast period.

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Home Care Sample Report Home Care Sample Data

Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home Care industry in Russia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Home Care industry in Russia, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Russia for free:

The Home Care in Russia market research report includes:

Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Home Care in Russia?
What are the major brands in Russia?
What is the importance of the trend towards environmentally friendly products in home care?
What are the main growth drivers of the home care market in Russia?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

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Home Care in Russia

EXECUTIVE SUMMARY

No return to positive growth for Russian home care in 2019

Volume sales not helped by popularity of concentrated and multipurpose products

Multinationals generally remain ahead of local players

Limited new product development activity

Improved performance expected over the forecast period

MARKET INDICATORS

Table 1 Households 2014-2019

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2014-2019
Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of Home Care: % Value 2015-2019
Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
Table 6 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 7 Distribution of Home Care by Format: % Value 2014-2019
Table 8 Distribution of Home Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Home Care by Category: Value 2019-2024
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Laundry Care in Russia

HEADLINES

PROSPECTS

No upturn seen in laundry care sales

Concentrated and liquid detergents continue taking share from standard and powder products

Auxiliary laundry care products struggle as consumers look to make savings

COMPETITIVE LANDSCAPE

Leaders Procter & Gamble and Henkel weather the storm of economic turmoil well

Local players Nefis Cosmetics and Nevskaya Kosmetika lose share

Economy brands doing well, but private label presence still limited

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2014-2019

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2014-2019
Table 13 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 14 Sales of Laundry Aids by Category: Value 2014-2019
Table 15 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 16 Sales of Laundry Detergents by Category: Value 2014-2019
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2014-2019
Table 19 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 20 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 21 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 22 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 23 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 24 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 25 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024

Dishwashing in Russia

HEADLINES

PROSPECTS

Hand dishwashing close to stagnation, but tablets and additives performing well

Automatic dishwashing sales seem to have recovered from the 2016-2017 downturn

Powders declining, tablets making gains

COMPETITIVE LANDSCAPE

Strong presence of local companies in hand dishwashing, with Nefis Cosmetics leading the way

Finish and Somat lead automatic dishwashing, with no presence of local brands

Amway continues struggling

CATEGORY INDICATORS

Table 27 Household Possession of Dishwashers 2014-2019

CATEGORY DATA

Table 28 Sales of Dishwashing by Category: Value 2014-2019
Table 29 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 30 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 31 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 32 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024

Surface Care in Russia

HEADLINES

PROSPECTS

No growth visible in surface care as consumers look for products that are on special offer

Only multipurpose cleaners recording positive volume growth in 2019

Some products still benefit from their task-specific nature

COMPETITIVE LANDSCAPE

Major multinationals lose share

Stupinskiy Khimicheskiy Zavod is the flagship player among local companies

Private label gaining share in surface care

CATEGORY DATA

Table 34 Sales of Surface Care by Category: Value 2014-2019
Table 35 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2014-2019
Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2014-2019
Table 38 NBO Company Shares of Surface Care: % Value 2015-2019
Table 39 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2019
Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2019
Table 42 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024

Bleach in Russia

HEADLINES

PROSPECTS

Bleach still popular among price-sensitive consumers

Innovations not expected in bleach

Players will fight to keep prices down

COMPETITIVE LANDSCAPE

Procter & Gamble’s Ace brand continues to lead but also to lose share

Generic Belizna products hold a significant share of bleach sales

Private label share growing

CATEGORY DATA

Table 44 Sales of Bleach: Value 2014-2019
Table 45 Sales of Bleach: % Value Growth 2014-2019
Table 46 NBO Company Shares of Bleach: % Value 2015-2019
Table 47 LBN Brand Shares of Bleach: % Value 2016-2019
Table 48 Forecast Sales of Bleach: Value 2019-2024
Table 49 Forecast Sales of Bleach: % Value Growth 2019-2024

Toilet Care in Russia

HEADLINES

PROSPECTS

Consumers looking to make savings

Toilet cleaning strips performing well

Rim liquids to remain the biggest category

COMPETITIVE LANDSCAPE

Leading multinationals manage to increase their shares in toilet care

Stupinskiy Khimicheskiy Zavod leads the local players

Domestos “stickers” represent a new product direction

CATEGORY DATA

Table 50 Sales of Toilet Care by Category: Value 2014-2019
Table 51 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 52 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 53 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 54 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024

Polishes in Russia

HEADLINES

PROSPECTS

Polishes remains in decline in 2019

Shoe polish is increasingly seen as less of a necessity

Furniture polish has a declining consumer base

COMPETITIVE LANDSCAPE

Dominant furniture polish player SC Johnson leads overall polishes

Cigir Kimya remains the clear leader in shoe polish

Lack of manufacturer attention in other polishes

CATEGORY DATA

Table 56 Sales of Polishes by Category: Value 2014-2019
Table 57 Sales of Polishes by Category: % Value Growth 2014-2019
Table 58 NBO Company Shares of Polishes: % Value 2015-2019
Table 59 LBN Brand Shares of Polishes: % Value 2016-2019
Table 60 Forecast Sales of Polishes by Category: Value 2019-2024
Table 61 Forecast Sales of Polishes by Category: % Value Growth 2019-2024

Air Care in Russia

HEADLINES

PROSPECTS

Air care sales continue to record modest current value growth

Gel air fresheners performing strongly in 2019

Spray/aerosol air fresheners continue to dominate air care sales

COMPETITIVE LANDSCAPE

Air care balanced between global and local players

Glade and Chirton the leading brands

Private label has a strong and growing presence in air care

CATEGORY DATA

Table 62 Sales of Air Care by Category: Value 2014-2019
Table 63 Sales of Air Care by Category: % Value Growth 2014-2019
Table 64 Sales of Air Care by Fragrance: Value Ranking 2018-2019
Table 65 NBO Company Shares of Air Care: % Value 2015-2019
Table 66 LBN Brand Shares of Air Care: % Value 2016-2019
Table 67 Forecast Sales of Air Care by Category: Value 2019-2024
Table 68 Forecast Sales of Air Care by Category: % Value Growth 2019-2024

Home Insecticides in Russia

HEADLINES

PROSPECTS

Stagnating home insecticides still being affected by economic uncertainty

Plug-in products doing well, unlike baits and coils

The electric and spray/aerosol formats shape the overall category

COMPETITIVE LANDSCAPE

Local players lead home insecticides, with Upeco to the fore

Global players struggle in home insecticides

Little change expected in the forecast period, although Upeco could increase its share

CATEGORY DATA

Table 69 Sales of Home Insecticides by Category: Value 2014-2019
Table 70 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2014-2019
Table 72 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 73 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 74 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024

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Megatrends

Country Report

Home Care in Russia

New Report Guarantee

Executive Summary

New Report Guarantee

No return to positive growth for Russian home care in 2019

Volume sales not helped by popularity of concentrated and multipurpose products

Multinationals generally remain ahead of local players

Limited new product development activity

Improved performance expected over the forecast period

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Home Care in Russia

EXECUTIVE SUMMARY

No return to positive growth for Russian home care in 2019

Volume sales not helped by popularity of concentrated and multipurpose products

Multinationals generally remain ahead of local players

Limited new product development activity

Improved performance expected over the forecast period

MARKET INDICATORS

MARKET DATA

SOURCES

Laundry Care in Russia

HEADLINES

PROSPECTS

No upturn seen in laundry care sales

Concentrated and liquid detergents continue taking share from standard and powder products

Auxiliary laundry care products struggle as consumers look to make savings

COMPETITIVE LANDSCAPE

Leaders Procter & Gamble and Henkel weather the storm of economic turmoil well

Local players Nefis Cosmetics and Nevskaya Kosmetika lose share

Economy brands doing well, but private label presence still limited

CATEGORY INDICATORS

CATEGORY DATA

Dishwashing in Russia

HEADLINES

PROSPECTS

Hand dishwashing close to stagnation, but tablets and additives performing well

Automatic dishwashing sales seem to have recovered from the 2016-2017 downturn

Powders declining, tablets making gains

COMPETITIVE LANDSCAPE

Strong presence of local companies in hand dishwashing, with Nefis Cosmetics leading the way

Finish and Somat lead automatic dishwashing, with no presence of local brands

Amway continues struggling

CATEGORY INDICATORS

CATEGORY DATA

Surface Care in Russia

HEADLINES

PROSPECTS

No growth visible in surface care as consumers look for products that are on special offer

Only multipurpose cleaners recording positive volume growth in 2019

Some products still benefit from their task-specific nature

COMPETITIVE LANDSCAPE

Major multinationals lose share

Stupinskiy Khimicheskiy Zavod is the flagship player among local companies

Private label gaining share in surface care

CATEGORY DATA

Bleach in Russia

HEADLINES

PROSPECTS

Bleach still popular among price-sensitive consumers

Innovations not expected in bleach

Players will fight to keep prices down

COMPETITIVE LANDSCAPE

Procter & Gamble’s Ace brand continues to lead but also to lose share

Generic Belizna products hold a significant share of bleach sales

Private label share growing

CATEGORY DATA

Toilet Care in Russia

HEADLINES

PROSPECTS

Consumers looking to make savings

Toilet cleaning strips performing well

Rim liquids to remain the biggest category

COMPETITIVE LANDSCAPE