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Strategy Briefing

Laundry Care in Eastern Europe

Jul 2018

US$1,325

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About This Report

New Report Guarantee

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

Eastern Europe is expected to see a somewhat improved performance after the economic downturn in some of its key markets. A number of factors will continue to impact both volume and value sales of laundry care, such as financial uncertainties, expanding private label, as well as some deeply rooted and persistent consumer habits. This report provides an overview of the regional trends and discusses the future growth drivers for laundry care in Eastern Europe.

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Overview

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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.

Sluggish growth in the region

Overall volume growth was sluggish in the region, mainly due to the saturation of the laundry care market, while value sales performed even worse due to an increase in demand for economy products and larger packaging sizes, due to the decline consumer purchasing power during the recent economic down turn in some of the largest markets. While new product developments were many,these were not enough to offset the negative impact of trading down.

Standard powder detergents dominate sales

While standard powder detergents are commonly used in the region, the category’s importance is somewhat skewed due to its dominance in Russia.Nevertheless, this format is popular because of its novelty in Eastern Europe,its wide availability across different retail channels, and the various packagingsizes available to suit a variety of consumer needs.

Detergent tablets’ growth hindered by consumer traditions

The growth of detergent tablets is affected by the deeply-rooted consumer habits in the region, which are for the use of powder detergents. Although producers are pushing for tablet sales and invest large sums into advertising and promotions, the tablet format is still foreign and less affordable for the majority of consumers.

Eco-friendly products to become a focus

While this category is very much underdeveloped in the region, there is a growing interest from the environmentally conscious consumer base in eco friendly products. The category is growing due to wider product availability,especially online, and an increased interest in laundry care products which are more sensitive and contain less harmful chemicals. Manufacturers must focus on marketing support and a wider commercial presence in order to benefit from this growing trend.

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introduction

Scope

Key findings

REGIONAL OVERVIEW

Eastern Europe sees sluggish growth

Slow but steady recovery after the downturn

Regional Overview

Russia is the biggest market in the region

Liquid detergents see growth in a number of markets

Bosnia sees fastest growth in laundry aids

Standard powder detergents shape the overall category performance

Non-store retailing is gaining ground, supported by e-commerce

Regional overview

Discounters and online retail show best performance

LEADING COMPANIES AND BRANDS

Slovenia leads in share of private label sales

Procter & Gamble faces declining share but maintains lead

Leading Companies and Brands

Russia is the main source of revenue for most companies

Tide/Ariel retains the regional lead

Forecast Projections

Ukraine to see the fastest value growth

Mixed performance across markets, with laundry detergents dominating

COUNTRY SNAPSHOTS

Belarus: market context

Belarus: competitive and retail landscape

Bosnia-Herzegovina: market context

Bosnia-Herzegovina: competitive and retail landscape

Bulgaria: market context

Bulgaria: competitive and retail landscape

Croatia: market context

Croatia: competitive and retail landscape

Czech Republic: market context

Czech Republic: competitive and retail landscape

Estonia: market context

Estonia: competitive and retail landscape

Georgia: market context

Georgia: competitive and retail landscape

Hungary: market context

Hungary: competitive and retail landscape

Latvia: market context

Latvia: competitive and retail landscape

Lithuania: market context

Lithuania: competitive and retail landscape

Macedonia: market context

Macedonia: competitive and retail landscape

Poland: market context

Poland: competitive and retail landscape

Romania: market context

Romania: competitive and retail landscape

Russia: market context

Russia: competitive and retail landscape

Serbia: market context

Serbia: competitive and retail landscape

Slovakia: market context

Slovakia: competitive and retail landscape

Slovenia: market context

Slovenia: competitive and retail landscape

Ukraine: market context

Ukraine: competitive and retail landscape

Why buy this report?

Want to find out more about this report?

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Megatrends

Strategy Briefing

Laundry Care in Eastern Europe

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Sluggish growth in the region

Standard powder detergents dominate sales

Detergent tablets’ growth hindered by consumer traditions

Eco-friendly products to become a focus

Want to find out more about this report?

Table of Contents

introduction

Scope

Key findings

REGIONAL OVERVIEW

Eastern Europe sees sluggish growth

Slow but steady recovery after the downturn

Regional Overview

Russia is the biggest market in the region

Liquid detergents see growth in a number of markets

Bosnia sees fastest growth in laundry aids

Standard powder detergents shape the overall category performance

Non-store retailing is gaining ground, supported by e-commerce

Regional overview

Discounters and online retail show best performance

LEADING COMPANIES AND BRANDS

Slovenia leads in share of private label sales

Procter & Gamble faces declining share but maintains lead

Leading Companies and Brands

Russia is the main source of revenue for most companies

Tide/Ariel retains the regional lead

Forecast Projections

Ukraine to see the fastest value growth

Mixed performance across markets, with laundry detergents dominating

COUNTRY SNAPSHOTS

Belarus: market context

Belarus: competitive and retail landscape

Bosnia-Herzegovina: market context

Bosnia-Herzegovina: competitive and retail landscape

Bulgaria: market context

Bulgaria: competitive and retail landscape

Croatia: market context

Croatia: competitive and retail landscape

Czech Republic: market context

Czech Republic: competitive and retail landscape

Estonia: market context

Estonia: competitive and retail landscape

Georgia: market context

Georgia: competitive and retail landscape

Hungary: market context

Hungary: competitive and retail landscape

Latvia: market context

Latvia: competitive and retail landscape

Lithuania: market context

Lithuania: competitive and retail landscape

Macedonia: market context

Macedonia: competitive and retail landscape

Poland: market context

Poland: competitive and retail landscape

Romania: market context

Romania: competitive and retail landscape

Russia: market context

Russia: competitive and retail landscape

Serbia: market context

Serbia: competitive and retail landscape

Slovakia: market context

Slovakia: competitive and retail landscape

Slovenia: market context

Slovenia: competitive and retail landscape

Ukraine: market context

Ukraine: competitive and retail landscape

Why buy this report?

Want to find out more about this report?

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