Surface Care in Russia

PROSPECTS

Multipurpose cleaners drive growth

2018 saw surface care continue to move towards multipurpose products. Uncertainty in purchasing power has led consumers to make careful decisions regarding home care products, and to look for the most economic options.

Some products benefit from their task-specific nature

Although multipurpose cleaners are outperforming task-specific products, some task-specific surface care products are less easily replaced. A notable example is drain openers.

Task-specific products decline

Several surface care categories saw declines in 2018. Floor cleaners registered the poorest performance, as they are not considered essential by consumers.

COMPETITIVE LANDSCAPE

Major multinationals lose share

Surface care continues to be dominated by the subsidiaries of international companies, such as Procter & Gamble and Henkel; however, these companies continued to lose share in 2018. Global brands, such as Mr Proper, Cillit and Comet, have experienced growing competition from local manufacturers and, in certain categories, private label.

Local players make efforts but remain small

Historically, local home care brands in Russia were mainly concentrated in laundry care and dishwashing. Surface care was left to the major multinationals, as they have greater research, marketing and production resources than local manufacturers.

Private label sales remain low

Private label has only a small presence in surface care in Russia. Competition is still concentrated among global and local brands across the various price segments, leaving only limited space for private label.

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