Surface Care in Russia

PROSPECTS

No growth visible in surface care as consumers look for products that are on special offer

Volume sales were declining and current value sales stagnating in surface care in 2019. Consumers continue to look to save money in Russia, which is hitting volume sales, with value growth only being propped up somewhat due to price inflation.

Only multipurpose cleaners recording positive volume growth in 2019

Surface care continues to see a clear trend towards multipurpose products. Price-sensitive consumers are having to make careful decisions with regard to surface care product purchases, tending to look for the most economic options.

Some products still benefit from their task-specific nature

Although multipurpose cleaners are outperforming task-specific products, some specialist surface care products continue to hold their own. A notable example is window/glass cleaners.

COMPETITIVE LANDSCAPE

Major multinationals lose share

Surface care continues to be dominated by the major multinationals, such as Procter & Gamble, Unilever or Henkel. However, these companies continued to lose share in 2019.

Stupinskiy Khimicheskiy Zavod is the flagship player among local companies

Stupinskiy Khimicheskiy Zavod is the only real threat to the dominance of the global players. The company boasts a very strong portfolio of various cleaning products, ranging from economy/mid-price brands such as Sanfor to the more premium product lines such as Green Love and Five Plus.

Private label gaining share in surface care

Private label was demonstrating a clear upward trend in surface care in 2019. Private label players are targeting not only multipurpose cleaners, but also specific cleaners.

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