Home Care in Russia

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

Table 25 at 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 26 Household Possession of Dishwashers 2012-2017

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2012-2017
Table 28 Sales of Dishwashing by Category: % Value Growth 2012-2017
Table 29 NBO Company Shares of Dishwashing: % Value 2013-2017
Table 30 LBN Brand Shares of Dishwashing: % Value 2014-2017
Table 31 Forecast Sales of Dishwashing by Category: Value 2017-2022
Table 32 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 33 Sales of Home Insecticides by Category: Value 2012-2017
Table 34 Sales of Home Insecticides by Category: % Value Growth 2012-2017
Table 35 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017
Table 36 NBO Company Shares of Home Insecticides: % Value 2013-2017
Table 37 LBN Brand Shares of Home Insecticides: % Value 2014-2017
Table 38 Forecast Sales of Home Insecticides by Category: Value 2017-2022
Table 39 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 40 Household Possession of Washing Machines 2012-2017

CATEGORY DATA

Table 41 Sales of Laundry Care by Category: Value 2012-2017
Table 42 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 43 Sales of Laundry Aids by Category: Value 2012-2017
Table 44 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 45 Sales of Laundry Detergents by Category: Value 2012-2017
Table 46 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 47 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2012-2017
Table 48 NBO Company Shares of Laundry Care: % Value 2013-2017
Table 49 LBN Brand Shares of Laundry Care: % Value 2014-2017
Table 50 NBO Company Shares of Laundry Aids: % Value 2013-2017
Table 51 LBN Brand Shares of Laundry Aids: % Value 2014-2017
Table 52 NBO Company Shares of Laundry Detergents: % Value 2013-2017
Table 53 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
Table 54 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 55 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 56 Sales of Polishes by Category: Value 2012-2017
Table 57 Sales of Polishes by Category: % Value Growth 2012-2017
Table 58 NBO Company Shares of Polishes: % Value 2013-2017
Table 59 LBN Brand Shares of Polishes: % Value 2014-2017
Table 60 Forecast Sales of Polishes by Category: Value 2017-2022
Table 61 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 62 Sales of Surface Care by Category: Value 2012-2017
Table 63 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 64 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 65 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017
Table 66 NBO Company Shares of Surface Care: % Value 2013-2017
Table 67 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 68 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017
Table 69 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017
Table 70 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 71 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 72 Sales of Toilet Care by Category: Value 2012-2017
Table 73 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 74 NBO Company Shares of Toilet Care: % Value 2013-2017
Table 75 LBN Brand Shares of Toilet Care: % Value 2014-2017
Table 76 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 77 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

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