Laundry Care in Azerbaijan

PROSPECTS

Laundry care continues to see growth, dominating home care overall

During the review period, laundry care enjoyed a run of rapid growth in both volume and current value terms. Though its growth in 2019 continued at a healthy rate, it slowed significantly.

Standard powder detergents remains most trusted choice

Automatic detergents holds the highest share of value sales within laundry care, thanks to the performance of standard powder detergents. Consumers in Azerbaijan typically trust in products with a long-standing presence, and standard powder detergents have long been the preferred choice for handwashing as well as machine washing clothes and other household fabrics.

Rapid expansion of modern grocery retail outlets boosts sales in laundry care

The expansion and development of modern grocery retailers continue in Azerbaijan in 2019, as state authorities work to reduce the shadow economy. Towards the end of the review period, several traditional grocery retailers halted business, and modern grocery chains acquired the vacant outlets.

COMPETITIVE LANDSCAPE

Procter & Gamble Azerbaijan remains leader of laundry care in 2019

Procter & Gamble Azerbaijan continued to lead laundry care in 2019, with its Ariel brand leading brand share. The company derives its strength from well-established brands enjoying a reputation of quality.

Consumers continue to trust in multinational brands

Consumer preference for multinational brands reflects the trust held in their quality and familiarity with well-established names in laundry care. Trust in the quality of local products remains low, leading domestic manufacturers to offer their products are comparatively low prices.

New product developments attract consumer interest

Towards the end of the review period, rising consumer awareness of laundry aids and other products with specific functions prompted manufacturers to introduce and promote several new offerings. The most successful example of such products was Vernel Black, a highly concentrated fabric softener offered by Atropatena Ltd.

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