The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreJul 2018
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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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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.
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.
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.
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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