Home Care in Russia

February 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care industry in Russia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care industry in Russia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Home Care in Russia report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in Russia?
  • Which are the leading brands in Home Care in Russia?
  • How are products distributed in Home Care in Russia?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

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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This report originates from Passport, our Home Care research and analysis database.

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