Laundry Care in Eastern Europe

April 2021

The laundry care performance in Eastern Europe was close to stagnation in 2020, hit by continued decline in Russia and slower growth in Ukraine and Poland. While the direct impact of Coronavirus (COVID-19) on laundry care sales will be relatively limited, the pandemic’s economic impact will make consumers more price sensitive. Improved performances are expected in the region over the forecast period.

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Key findings

Stagnating sales again in 2020

Growth in real value terms remained at a similar level to a year earlier in 2020, in spite of the presence of the COVID-19 virus in the region. The stagnating regional sales were heavily affected by another year of marked decline in Russia, Eastern Europe’s biggest market. Consumers’ purchasing power was already decreasing pre-pandemic as a result of the struggling Russian economy. While Russians were still buying laundry care products, they often looked to save money by not purchasing products seen as non-necessities, such as laundry aids and fabric softeners. COVID-19’s economic impact only exacerbated this trend.

Liquid tablet detergents most dynamic

Eastern Europe continued to see strong growth in sales of liquid tablet detergents in 2020, with concentrated liquid detergents also enjoying increasing demand. Eastern Europeans appreciate the convenience offered by these products, in addition to reducing the storage space needed for bulky packaging, and avoiding the mess that can often accompany using powder. Innovative formats such as tablets tend to carry higher-than-average unit prices, which was helping to drive value growth in overall laundry care.

Healthy forecast period growth expected

Although many consumers in the region will still be faced with constrained purchasing power, at least in the earliest years of the forecast period, liquid tablet detergents, followed by concentrated liquid detergents, will still be adding the most new retail value in 2020-2025. In the post-pandemic period, industry players are likely to pay more attention to new product development. This could be on products to kill bacteria and viruses, with COVID-19 still in mind, or new formulas that act effectively at low temperatures, with such washes being seen as “greener” than those at higher temperatures.



Key findings

Regional Overview

Disappointing performances by Eastern Europe
Strong growth expected in Eastern Europe over the forecast period
Poland, Hungary, Romania and Ukraine add the most new retail value
Liquid tablet detergents growing throughout the region
Standard powder detergents continue to lose out to competing products
Liquid tablet detergents the main growth driver in laundry care
Modern grocery retailers lead retail distribution of laundry care
E-commerce makes significant share gains in 2020

Leading Companies and Brands

Laundry care a concentrated competitive landscape
Procter & Gamble and Henkel are strong leading players
Russia the main market for a number of Eastern Europe’s top 10
No movement among the top four brands in 2020

Forecast Projections

Positive growth rates in Russia will help drive the regional performance
Liquid tablet detergents will be the main growth driver in 2020-2025
GDP growth expected despite COVID-19’s economic impact

Country Snapshots

Belarus: Market Context
Belarus: Competitive and Retail Landscape
Bosnia and Herzegovina: Market Context
Bosnia and 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
North Macedonia: Market Context
North 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


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