Surface Care in Azerbaijan

PROSPECTS

Surface care increases and flourishes in 2018

Surface care was an emerging category in Azerbaijan in 2018, and with the improved macroeconomic situation locals increased their expenditure, supporting higher sales during the year. Even though consumers’ disposable incomes increased, and many traded up to the well-known and trusted brands they used before the currency devaluation in 2015/2016, they remained price-conscious and looked for value-added benefits and bargains when purchasing surface care products.

The dynamism of construction increases sales of surface care products

During the review period, the dynamism of construction in Baku and other cities in Azerbaijan, as a result of measures taken by the government to transform the country into an arena for international events and tourism, significantly affected the environment, leading to more polluted air and water. As a result, consumers faced an increase in dust penetrating their homes.

Supermarkets continues to take share at the expense of traditional grocery retailers

Over the review period, traditional grocery retailers continued to lead surface care in Azerbaijan. However, with the rapid development of modern grocery retailers, these channels became increasingly popular amongst local consumers, since they offer a wider range of products at comparatively lower unit prices.

COMPETITIVE LANDSCAPE

Surface care is led by Atropatena

Surface care was led by Atropatena in value terms in 2018, which owns the Cillit, Clin, Pemolux and Tiret brands at the national level. The company offers a wide range of products under these brands.

International players lead due to the lack of a strong local manufacturer

Surface care remained mainly import-dependent in Azerbaijan in 2018, represented primarily by international brands. The lack of successful local brands during the review period can be attributed to the low confidence of consumers in the quality of local products and their efficacy.

Segmentation becomes important for local consumers

Rising consumer awareness of the products that can be used for different surfaces and the specific products dedicated for these purposes supported growth in surface care during the review period. Manufacturers and suppliers also contributed to this segmentation, offering different product types for cleaning different surfaces.

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