Home Care in Russia

Home Care in Russia

EXECUTIVE SUMMARY

COVID-19 impact on home care

COVID-19 country impact

Company response

Retailing shift

What next for home care?

Chart 1 Home Care Value Sales Growth Scenarios: 2018-2025
Chart 2 Home Care Impact of Drivers on Value Sales: 2018-2025

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 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 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 Russia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 exacerbates the existing decline in laundry care

Auxiliary products continue to struggle as consumers spend only on basic laundry care

Concentrated and more innovative products fare better than standard laundry detergents

RECOVERY AND OPPORTUNITIES

Struggling economy dashes hopes for early recovery of consumer purchasing power

While COVID-19 may be brought under control, other factors will continue to hinder the Russian economy and consumers’ purchasing power

Lower-end brands expected to gain further popularity among increasingly cautious consumers

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 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2015-2020
Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in Russia

KEY DATA FINDINGS

2020 IMPACT

More time spent cooking and eating at home due to COVID-19 leads to positive growth in dishwashing

Hand dishwashing benefits the most in 2020 from consumers’ tightened financial circumstances

Limited growth in automatic dishwashing is supported by sales of automatic dishwashing tablets by top brands

RECOVERY AND OPPORTUNITIES

Consumers’ economising buying behaviour likely to persist in 2021

Automatic dishwashing set to feel the benefit of increasing consumer confidence in 2022

Steady performance expected for dishwashing over the forecast period as a whole

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 Russia

KEY DATA FINDINGS

2020 IMPACT

Increased cleaning and greater demand for multipurpose products leads to strong growth in surface care

Concern to prevent the spread of COVID-19 boosts sales of home care disinfectants

Performances in task-specific categories diverge

RECOVERY AND OPPORTUNITIES

Surface care growth slows down in 2021 but is buoyed by the continued strength of multi-purpose cleaners

Consumers expected to return to pre-pandemic purchasing behaviour

Moderate growth over the forecast period depends on Russia’s economic recovery

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 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
Table 39 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
Table 40 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 41 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in Russia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 leads to strong growth for bleach in 2020

Generic Belizna products continue to hold a significant share of bleach sales

Cheaper options gain share due to tightened household budgets

RECOVERY AND OPPORTUNITIES

Forecast period sales of bleach set to revert to the pre-COVID-19 pattern of decline

Innovation unlikely in bleach due to its low revenues and the presence of less harmful alternatives

B2B segment to sustain sales demand for manufacturers

CATEGORY DATA

Table 42 Sales of Bleach: Value 2015-2020
Table 43 Sales of Bleach: % Value Growth 2015-2020
Table 44 NBO Company Shares of Bleach: % Value 2016-2020
Table 45 LBN Brand Shares of Bleach: % Value 2017-2020
Table 46 Forecast Sales of Bleach: Value 2020-2025
Table 47 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in Russia

KEY DATA FINDINGS

2020 IMPACT

Toilet care continues to decline as COVID-19 increases consumers’ economic difficulties

Consumers stick with well-known global brands and more economical local brands

Toilet liquids/foam holds its ground while other types of toilet care suffer stronger decline

RECOVERY AND OPPORTUNITIES

Consumers will still view most toilet care products as non-essential while the economy struggles to recover

Toilet liquids/foam is the exception

Smaller toilet care categories look set to stabilise later in the forecast period

CATEGORY DATA

Table 48 Sales of Toilet Care by Category: Value 2015-2020
Table 49 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 50 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 51 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 52 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 53 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in Russia

KEY DATA FINDINGS

2020 IMPACT

Polishes suffers the steepest value decline among all types of home care

Shoe polish becomes even less of a necessity due to COVID-19 social restrictions

Consumers increasingly prefer furniture and floors that are easier and cheaper to clean and maintain

RECOVERY AND OPPORTUNITIES

Decline path to persist in polishes

Consumer lifestyle trends behind the continued decline in polishes

Sustainability may hold hope for shoe polish

CATEGORY DATA

Table 54 Sales of Polishes by Category: Value 2015-2020
Table 55 Sales of Polishes by Category: % Value Growth 2015-2020
Table 56 NBO Company Shares of Polishes: % Value 2016-2020
Table 57 LBN Brand Shares of Polishes: % Value 2017-2020
Table 58 Forecast Sales of Polishes by Category: Value 2020-2025
Table 59 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in Russia

KEY DATA FINDINGS

2020 IMPACT

Economic difficulties amid COVID-19 cause consumers to reduce air care purchases

Although saving money is a priority for consumers, home fragrance drives sales during home seclusion

Air care sales to commercial establishments are hit hard

RECOVERY AND OPPORTUNITIES

Air care set for stagnation in 2021

Stronger growth in smaller categories will have little impact on overall air care sales

Growth in the forecast period as a whole is projected to be moderate

CATEGORY DATA

Table 60 Sales of Air Care by Category: Value 2015-2020
Table 61 Sales of Air Care by Category: % Value Growth 2015-2020
Table 62 Sales of Air Care by Fragrance: Value Ranking 2018-2020
Table 63 NBO Company Shares of Air Care: % Value 2016-2020
Table 64 LBN Brand Shares of Air Care: % Value 2017-2020
Table 65 Forecast Sales of Air Care by Category: Value 2020-2025
Table 66 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in Russia

KEY DATA FINDINGS

2020 IMPACT

Perfect weather for insects to breed causes home insecticides sales to leap in 2020

Home seclusion and remote work in rural locations leads to greater demand for home insecticides

Consumers’ heightened price sensitivity benefits local players

RECOVERY AND OPPORTUNITIES

Home insecticides to see some level of “normalisation” in 2021

Local players’ domination set to continue

Forecast period performance difficult to predict

CATEGORY DATA

Table 67 Sales of Home Insecticides by Category: Value 2015-2020
Table 68 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 69 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 70 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 71 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 72 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 73 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025

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