COVID-19 added a negative impulse to laundry care in Russia in 2020, with the result that both value and volume sales suffered stronger decline compared to the previous year. Because of the restrictions imposed in the country due to the pandemic, people have been going out less, which has reduced their need to wear clothes that require special laundry care products such as fine fabric detergents.
Laundry detergents continued to dominate sales within laundry care in 2020. Russian consumers still mainly refrained 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.
Despite the overall decline in laundry care in 2020, the more innovative products continued to grow at a good pace. Concentrated products from brands that cater to the needs of price-sensitive consumers have continued to gain, with the majority of key liquid as well as powder detergent brands having moved from standard to concentrated options during the review period.
In laundry care in Russia, 2021 should not be expected to be the year of full recovery of current value sales to pre-COVID-19 levels. The country’s economy is not anticipated to regain the losses suffered in 2020.
It is anticipated that 2022 will demonstrate the first wave of market stabilisation in Russia. This is based upon expectations that COVID-19 will have been brought under control by then, aided by the roll-out of the vaccination programme among the population which was started in December 2020.
In the forecast period, it is expected that economic uncertainty will continue to negatively affect the sales performance of laundry care. Volume sales of laundry care will continue to decline, although this will be driven partly by the shift towards concentrated laundry detergents.
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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.
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This report originates from Passport, our Laundry Care research and analysis database.
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