Surface Care in Azerbaijan

PROSPECTS

Consumers show preference for multifunctional products

Surface care was represented mainly by multi-purpose cleaners in 2019. Despite improved macroeconomic conditions, consumers in Azerbaijan remain highly price-sensitive and actively seek out products that promise value-added benefits and are offered at discounts.

Wave of construction increases sales of surface care products

The urban landscape of Azerbaijan changed significantly over the review period, as major cities such as Baku saw dynamic construction and renovation. Government plans to transform the country into an arena for international events and tourism led to increased pollution of both air and water, with households suffering from high levels of dust and grime.

Supermarkets gains share to the detriment of traditional grocery retailers

The rapid development and expansion of modern grocery retailers across Azerbaijan continue to boost sales in home care, gaining the channel both volume and value share at the expense of traditional grocery retailer. Consumers are increasingly opting to purchase surface care products in conveniently located supermarkets and hypermarkets.

COMPETITIVE LANDSCAPE

No clear leader of surface care in 2019

Atropatena Ltd maintained a marginal lead of surface care in 2019, holding an almost equal share to Mazarina MMC. Procter & Gamble Azerbaijan followed closely behind to rank third.

Multinational players lead in the absence of a strong local manufacturer

Surface care remained mainly import-dependent in Azerbaijan in 2019, represented primarily by multinational brands, with Atropatena distributing brands on behalf of both Reckitt Benckiser Group Plc (RB) and Henkel AG & Co KGaA. Mazarina is a subsidiary of SC Johnson & Son Inc, the global owners of Mr Muscle, Utenok Aktivniy and Pronto.

Segmentation forecast to continue in surface cleaners

Rising consumer awareness of the variety of products available for different surfaces continues to support growth in surface cleaners. Segmentation in surface cleaners is due to the increasing number of products with a dedicated purpose, as new products are launched for tackling particular surfaces and materials.

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