Surface Care in Belarus

PROSPECTS

Surface care growth is boosted by the stable economic situation, with multi-purpose cleaners driving sales

Price discounts and the economising trend hampers value growth in surface care

Growth in wipes is driven by the convenience trend, partnered with increasing disposable incomes as task-specific wipes gain ground

In all types of wipes, growth is stimulated by the convenience trend partnered with the growth in disposable incomes, with consumers reaching for wipes as a quick, efficient cleaning solution. The increasing variety of wipes available further drives growth, as does the growing share of inexpensive brands.

COMPETITIVE LANDSCAPE

Henkel Rus OOO retains its leading position among a highly fragmented competitive landscape 

The competition remained fragmented in 2019, the result of a large number of players present, particularly within different wipe areas. Since local consumers pay attention to prices, leading players regularly offer frequent price discounts, boosting sales figures.

Price competition is fierce in surface cleaners, as smaller inexpensive brands challenge more established players, leading to a reduction in price points

In 2019, a wider presence of smaller inexpensive wipe brands enhanced the competition, especially competition based on price point. These smaller players benefit from offering lower price points than leading brands, becoming more popular and increasing their value share in 2019, while more expensive leading players were forced to offer price discounts to retain their positions.

New product developments focused on improved formulas and convenient packaging

In 2019, new product developments in surface cleaners focused on scent and variety extensions by and number of players, with Domestos Power 5 and Cif Ultrafast offering new improved formulas. Mr Muscle Spray launched new convenient packs, and the increasing offering of eco products saw new product developments with less damaging ingredients.

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