Laundry Care in Azerbaijan

PROSPECTS

The improved macroeconomic situation supports growth

With the resurgence of the national economy after a period of currency devaluation and macroeconomic recession in 2015 and 2016, laundry care posted strong growth both in volume and current value terms in 2018. With higher awareness amongst local consumers about the new products in the market and active advertising by manufacturers (mainly through modern grocery retailers, which are progressively developing in Azerbaijan), new and emerging laundry care categories such as fabric softeners, laundry aids and other products showed rapid incipient growth.

Consumers’ busier lifestyles support sales of laundry care products for machines

The rising share of female employment during the review period supported the growth of home laundry appliances, and this drove higher sales in laundry care, since automatic laundry care products are more expensive, and also include not only detergents, but a rich variety of laundry aids. The rapid growth in the number of busy women is expected to support sales of home laundry appliances over the forecast period, and therefore drive sales of automatic detergents and laundry aids in Azerbaijan.

Modern grocery retail outlets increase rapidly, supporting growth in laundry care

The development of modern grocery retailers during 2018 was fuelled both by market trends and government actions. The state authorities actively worked to reduce the shadow economy.

COMPETITIVE LANDSCAPE

Procter & Gamble Azerbaijan maintains its lead in laundry care

Laundry care was led by Procter & Gamble Azerbaijan in value terms throughout the review period, supported by its long history and broad advertising carried out through social media and retail channels. In-store promotions offered by the company include multipack products with gifts and buy-one-get-one-free actions, as well as seasonal sales.

International companies lead laundry care

Laundry care is saturated in Azerbaijan, with both local and international brands available. However, international brands led and outperformed local brands during the review period.

Emerging laundry care products witness new product launches

During 2018, rising consumer awareness of laundry aids resulted in more activity by manufacturers and suppliers in terms of introducing and promoting new product launches. The most successful example of such products was Vernel Black, a highly concentrated fabric softener.

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