Executive Summary

Feb 2019
PROSPECTS
Surface care has multidirectional trends

The effectiveness of surface care has become increasingly important to Ukrainians, who are not prepared to spend too much time cleaning. This is leading them to purchase good-quality surface care, to reduce the time and effort taken for effective cleaning.

Manufacturers increase their mark-ups

In 2018, the average unit price for surface care increased, due to high inflation on the one hand and manufacturers starting to increase their mark-ups on the other, to return them to pre-crisis levels. Only drain openers and descalers recorded current value declines in their unit prices.

Floor cleaners grows significantly

Improvement in the economic situation and strong marketing support resulted in the growing demand for standard floor cleaners in 2018, although this was from a low base. As the unit price for standard floor cleaners increased by less than the inflation rate, increasing affordability of the product contributed to its volume demand.

COMPETITIVE LANDSCAPE
SC Johnson TOV gains in popularity

In 2018, Mr Muscle by SC Johnson TOV was the leading brand within surface care. With its help, SC Johnson not only retained its overall leadership of the category but also increased its value sales and share.

Ukrainian San Clean INT Ltd ranks fourth

Competition from Ukrainian companies continued to increase in 2018. Since they operate within the economy price segment but offer as good-quality products as international brands provide, demand for their surface care demonstrated positive growth.

International companies dominate sales value

In 2018, the leading three companies within surface care were SC Johnson, Procter & Gamble, and Unilever. Their popularity is based on three principles: strong marketing support, high-level availability of their products, and their good placement.

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Surface Care in Ukraine

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Overview

Discover the latest market trends and uncover sources of future market growth for the Surface Care industry in Ukraine with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Surface Care industry in Ukraine, our research will save you time and money while empowering you to make informed, profitable decisions.

The Surface Care in Ukraine market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Surface Care in Ukraine?
  • What are the major brands in Ukraine?
  • What are the fastest growth categories within surface care?
  • What are the key new product launches in the polishes market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Surface Care in Ukraine - Category analysis

HEADLINES

PROSPECTS

Surface care has multidirectional trends
Manufacturers increase their mark-ups
Floor cleaners grows significantly

COMPETITIVE LANDSCAPE

SC Johnson TOV gains in popularity
Ukrainian San Clean INT Ltd ranks fourth
International companies dominate sales value

CATEGORY DATA

Table 1 Sales of Surface Care by Category: Value 2013-2018
Table 2 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 3 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 4 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Surface Care: % Value 2014-2018
Table 6 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 7 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 8 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 9 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 10 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Home Care in Ukraine - Industry Overview

EXECUTIVE SUMMARY

Economic improvement stimulates value growth of home care
Concentrated and specialised home care attracts consumers
Competition between two leading companies increases
New product types appear
Home care predicted to improve

MARKET INDICATORS

Table 11 Households 2013-2018

MARKET DATA

Table 12 Sales of Home Care by Category: Value 2013-2018
Table 13 Sales of Home Care by Category: % Value Growth 2013-2018
Table 14 NBO Company Shares of Home Care: % Value 2014-2018
Table 15 LBN Brand Shares of Home Care: % Value 2015-2018
Table 16 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 17 Distribution of Home Care by Format: % Value 2013-2018
Table 18 Distribution of Home Care by Format and Category: % Value 2018
Table 19 Forecast Sales of Home Care by Category: Value 2018-2023
Table 20 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources