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Country Report

Home Care in

Home Care in Russia

58 pages, Feb 2018

US$2,650

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Market remains uncertain

2017 was expected to be a breakthrough year in Russian home care with the negative trends impacting sales of home care products diminishing and consumers resuming an upward trend in their consumption habits. Unfortunately, the continuing uncertainty in the Russian economy hampered the positive development for 2017.

Migration to cheaper products continues

2017 was not seen as a very dynamic year in terms of changes in consumer or product trends in Russia. The trajectory towards lower priced products started back in 2015 and cutting out the usage of some products in general continued.

Major players defend their ground

Despite expected declines in the sales share of major players, set to happen due to the efforts of local manufacturers to offer cheaper products for price-sensitive consumers, global players such as Procter & Gamble and Henkel roughly maintained their respective value share in Russian home care.

Price-cutting impacts home care

When it comes to the new product development which could impact home care, 2017 was not the most exciting year. The majority of product development actions taken by the major players related to reduction of production costs and consequently the average unit price.

Home care is set for stagnation rather than growth

Trends registered in 2017 are anticipated to prevail during the forecast period in Russia, with sales of home care expected to record a slightly negative value CAGR at constant 2017 prices in 2017-2022. While the Russian economy was set to stop declining in 2017, the anticipated growth is not yet reflected in consumers’ purchasing power.

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Home Care Sample Report Home Care Sample Data

Overview

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.

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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

Market remains uncertain

Migration to cheaper products continues

Major players defend their ground

Price-cutting impacts home care

Home care is set for stagnation rather than growth

MARKET INDICATORS

Table 1 Households 2012-2017

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2012-2017
Table 3 Sales of Home Care by Category: % Value Growth 2012-2017
Table 4 NBO Company Shares of Home Care: % Value 2013-2017
Table 5 LBN Brand Shares of Home Care: % Value 2014-2017
Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 7 Distribution of Home Care by Format: % Value 2012-2017
Table 8 Distribution of Home Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Home Care by Category: Value 2017-2022
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Air Care in Russia

HEADLINES

PROSPECTS

Air care is among the most affected categories by financial crisis

Demand for innovation falls

Car air fresheners register a flat rate

COMPETITIVE LANDSCAPE

Air care is a highly competitive category

Global players dominate innovative products

Local players claim spray/aerosol air fresheners

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2012-2017
Table 12 Sales of Air Care by Category: % Value Growth 2012-2017
Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2012-2017
Table 14 Sales of Air Care by Fragrance: Value Ranking 2012-2017
Table 15 NBO Company Shares of Air Care: % Value 2013-2017
Table 16 LBN Brand Shares of Air Care: % Value 2014-2017
Table 17 Forecast Sales of Air Care by Category: Value 2017-2022
Table 18 Forecast Sales of Air Care by Category: % Value Growth 2017-2022

Bleach in Russia

HEADLINES

PROSPECTS

Bleach loses out to alternative products

Average unit price is not expected to rise

COMPETITIVE LANDSCAPE

Ace loses its competitive advantage

Belizna is synonymous with bleach in Russia

CATEGORY DATA

Table 19 Sales of Bleach: Value 2012-2017
Table 20 Sales of Bleach: % Value Growth 2012-2017
Table 21 NBO Company Shares of Bleach: % Value 2013-2017
Table 22 LBN Brand Shares of Bleach: % Value 2014-2017
Table 23 Forecast Sales of Bleach: Value 2017-2022
Table 24 Forecast Sales of Bleach: % Value Growth 2017-2022

Dishwashing in Russia

HEADLINES

PROSPECTS

Hand dishwashing remains more successful

Tablets format most popular in automatic dishwashing

Additives still awaiting momentum

COMPETITIVE LANDSCAPE

Local company leads dishwashing

Brand level tells a different story

Reckitt Benckiser and Finish remain clear leaders in automatic dishwashing

CATEGORY INDICATORS

Table 25 Household Possession of Dishwashers 2012-2017

CATEGORY DATA

Table 26 Sales of Dishwashing by Category: Value 2012-2017
Table 27 Sales of Dishwashing by Category: % Value Growth 2012-2017
Table 28 NBO Company Shares of Dishwashing: % Value 2013-2017
Table 29 LBN Brand Shares of Dishwashing: % Value 2014-2017
Table 30 Forecast Sales of Dishwashing by Category: Value 2017-2022
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022

Home Insecticides in Russia

HEADLINES

PROSPECTS

Weather and disposable incomes both impact sales

Spray/aerosol insecticides remains the key choice

Electric insecticides is established in Russia

COMPETITIVE LANDSCAPE

Category of local brands

Upeco OOO is the overall leader

Limited potential for international players

CATEGORY DATA

Table 32 Sales of Home Insecticides by Category: Value 2012-2017
Table 33 Sales of Home Insecticides by Category: % Value Growth 2012-2017
Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017
Table 35 NBO Company Shares of Home Insecticides: % Value 2013-2017
Table 36 LBN Brand Shares of Home Insecticides: % Value 2014-2017
Table 37 Forecast Sales of Home Insecticides by Category: Value 2017-2022
Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022

Laundry Care in Russia

HEADLINES

PROSPECTS

Economic climate causes volume sales to contract

Shift to basic products continues

Review period sees shift from standard to concentrated liquid detergents

COMPETITIVE LANDSCAPE

Global players maintain strong leadership

Local players develop according to different scenarios

Private label finds its way onto shelves

CATEGORY INDICATORS

Table 39 Household Possession of Washing Machines 2012-2017

CATEGORY DATA

Table 40 Sales of Laundry Care by Category: Value 2012-2017
Table 41 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 42 Sales of Laundry Aids by Category: Value 2012-2017
Table 43 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 44 Sales of Laundry Detergents by Category: Value 2012-2017
Table 45 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 46 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2012-2017
Table 47 NBO Company Shares of Laundry Care: % Value 2013-2017
Table 48 LBN Brand Shares of Laundry Care: % Value 2014-2017
Table 49 NBO Company Shares of Laundry Aids: % Value 2013-2017
Table 50 LBN Brand Shares of Laundry Aids: % Value 2014-2017
Table 51 NBO Company Shares of Laundry Detergents: % Value 2013-2017
Table 52 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
Table 53 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 54 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022

Polishes in Russia

HEADLINES

PROSPECTS

Furniture polish is the main loser

Niche categories are more stable

Shoe polish is on hold

COMPETITIVE LANDSCAPE

Leaders remain the same

Competition intensifies in shoe polish

Furniture polish is at a crossroads

CATEGORY DATA

Table 55 Sales of Polishes by Category: Value 2012-2017
Table 56 Sales of Polishes by Category: % Value Growth 2012-2017
Table 57 NBO Company Shares of Polishes: % Value 2013-2017
Table 58 LBN Brand Shares of Polishes: % Value 2014-2017
Table 59 Forecast Sales of Polishes by Category: Value 2017-2022
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2017-2022

Surface Care in Russia

HEADLINES

PROSPECTS

The shift to basic products continues

Some products are hard to replace with multi-purpose cleaners

Discount hunting is a new sport

COMPETITIVE LANDSCAPE

Global players remain leaders but struggle

Local brands gain popularity with price-sensitive Russians

Private label penetration remains low

CATEGORY DATA

Table 61 Sales of Surface Care by Category: Value 2012-2017
Table 62 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 64 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017
Table 65 NBO Company Shares of Surface Care: % Value 2013-2017
Table 66 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 67 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017
Table 68 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017
Table 69 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 70 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022

Toilet Care in Russia

HEADLINES

PROSPECTS

Changed consumption preferences due to economy

Cheaper products prove more resistant

Lower unit price

COMPETITIVE LANDSCAPE

Major players retain leadership

Local players gain some sales share

Price is not the only factor

CATEGORY DATA

Table 71 Sales of Toilet Care by Category: Value 2012-2017
Table 72 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 73 NBO Company Shares of Toilet Care: % Value 2013-2017
Table 74 LBN Brand Shares of Toilet Care: % Value 2014-2017
Table 75 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 76 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Home Care in Russia

New Report Guarantee

Executive Summary

New Report Guarantee

Market remains uncertain

Migration to cheaper products continues

Major players defend their ground

Price-cutting impacts home care

Home care is set for stagnation rather than growth

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

Market remains uncertain

Migration to cheaper products continues

Major players defend their ground

Price-cutting impacts home care

Home care is set for stagnation rather than growth

MARKET INDICATORS

MARKET DATA

SOURCES

Air Care in Russia

HEADLINES

PROSPECTS

Air care is among the most affected categories by financial crisis

Demand for innovation falls

Car air fresheners register a flat rate

COMPETITIVE LANDSCAPE

Air care is a highly competitive category

Global players dominate innovative products

Local players claim spray/aerosol air fresheners

CATEGORY DATA

Bleach in Russia

HEADLINES

PROSPECTS

Bleach loses out to alternative products

Average unit price is not expected to rise

COMPETITIVE LANDSCAPE

Ace loses its competitive advantage

Belizna is synonymous with bleach in Russia

CATEGORY DATA

Dishwashing in Russia

HEADLINES

PROSPECTS

Hand dishwashing remains more successful

Tablets format most popular in automatic dishwashing

Additives still awaiting momentum

COMPETITIVE LANDSCAPE

Local company leads dishwashing

Brand level tells a different story

Reckitt Benckiser and Finish remain clear leaders in automatic dishwashing

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in Russia

HEADLINES

PROSPECTS

Weather and disposable incomes both impact sales

Spray/aerosol insecticides remains the key choice

Electric insecticides is established in Russia

COMPETITIVE LANDSCAPE

Category of local brands

Upeco OOO is the overall leader

Limited potential for international players

CATEGORY DATA

Laundry Care in Russia

HEADLINES

PROSPECTS

Economic climate causes volume sales to contract

Shift to basic products continues

Review period sees shift from standard to concentrated liquid detergents

COMPETITIVE LANDSCAPE

Global players maintain strong leadership

Local players develop according to different scenarios

Private label finds its way onto shelves