Surface Care in Belarus

PROSPECTS

The stable economic situation and rising disposable incomes boost volume sales

In 2018, surface care in Belarus recorded a slight volume increase and strong current value growth. Thanks to the fairly stable economic situation and slight growth in disposable incomes, Belarusians began to pay greater attention to surface care products.

Value growth in surface care is hampered by the economising trend

The economising trend continued to have a negative effect on surface care in Belarus in 2018. In order to economise, local consumers preferred to purchase multipurpose surface care products which are suitable for all kinds of household surfaces and do not occupy a lot of space.

Limited variety and availability and high prices limit growth in home care wipes

Home care wipes recorded a volume decline in Belarus in 2018, for several reasons. First, surface care wipes were quite new, and the majority of local consumers did not find a use for such products.

COMPETITIVE LANDSCAPE

The leading players maintain their value shares

In 2018, surface care excluding wipes faced intensifying competition, with many major players, both local and foreign, increasing their product assortment. However, the leading players maintained their value shares thanks to their wide presence and product assortment, as well as advertising.

Strong price competition

2018 saw intensifying competition in the mid-priced segment of surface care excluding wipes in Belarus. The economising trend led to greater interest in inexpensive products, such as locally-made surface care brands and private label lines, which became increasingly available in grocery retailers and drugstores.

New product developments will lead to the further fragmentation of surface care

Due to high consumer price-sensitivity, 2018 did not record a large number of new product developments. Most new products were extensions of existing product lines.

Files are delivered directly into your account within a few minutes of purchase.