In general, as in 2020, laundry care was again seeing an improved performance in 2021 to what had gone before over much of the review period. With standard powder detergents still accounting for the bulk of laundry detergents sales in Russia, despite being in decline prior to the pandemic, it was the turnaround in this product area that helped drive the improvement in the overall laundry care performance in 2020 and 2021, particularly with consumers favouring cheaper, but still effective, products, given the economic impact of the pandemic.
Laundry detergents continues to dominate sales within laundry care, with many Russian consumers still mainly refraining from purchasing anything other than basic laundry care products in an ongoing attempt to optimise their household budgets, which continued to tighten due to the economic impact of COVID-19. With many consumers looking to make savings, such products are still perceived as unnecessary in their laundry care routines.
The two international heavyweights Procter & Gamble and Henkel continued to be strong leaders in laundry care, accounting for almost half of retail value sales between them. With wide product portfolios targeting all price segments and strong financial and negotiating resources, these major players managed to keep customers buying their products, albeit at times with the help of heavy promotions and discounts.
Laundry care in Russia is expected to see stagnation or slight declines in volume sales terms over the forecast period, although this will be a better performance than over the review period. Sales in current value terms will be recording growth, although much of this will be down to rising prices.
Although many consumers will continue to purchase more basic products, helping standard powder detergents to continue dominating sales over the forecast period, there will still be an ongoing trend towards the concentrated and liquid formats, which will be one of the drivers of current value growth in the coming years. Concentrated liquid detergents and liquid tablet detergents will continue to be among the most dynamic products in laundry care in the forecast period.
Auxiliary laundry care products such as fabric softeners, starch/ironing aids or water softeners will continue to have to fight against the fact that industry players continue to offer such claims in their laundry detergent products. With many consumers looking to make savings, such products could increasingly be perceived as being unnecessary in their laundry care routines, especially if their laundry detergent is claimed to product the same effect.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Russia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.See All of Our Definitions
This report originates from Passport, our Laundry Care research and analysis database.
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