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