Toilet Care in Azerbaijan

PROSPECTS

Improved economic conditions support growth

Toilet care grew in volume and current value terms in Azerbaijan in 2018, mainly driven by the improved macroeconomic situation and more stable monetary system. Overall, keeping the toilet clean and fresh is a traditionally important household task; therefore, relevant products which help keep toilets spotless are considered essential in the country.

Poor water quality supports sales of toilet care products

Water quality remained an important challenge for Azerbaijani consumers in 2018. Due to the corrosion it creates and heavy sediment, local consumers have to use toilet care products often and in large amounts in order to keep toilets clean and disinfected.

Traditional grocery retailers leads whilst modern grocery retailers increases rapidly

Toilet care products were traditionally available through neighbourhood markets and other traditional grocery retailers. Over the review period there were dramatic changes in retailing.

COMPETITIVE LANDSCAPE

Mazarina leads toilet care in Azerbaijan

Mazarina led toilet care in value terms in 2018, thanks to the company’s presence in various toilet care categories, such as rim liquids, in-cistern devices and toilet liquids/foam. Having an extensive product portfolio, the company is able to meet the preferences of consumer groups; thus, it is able to increase the chance of being selected by various consumer groups.

Toilet care continues to be mainly import-dependent

International brands led toilet care in Azerbaijan in value terms during the review period. Local products remained fragmented and had narrow coverage – mainly distributed through markets on the outskirts and in the suburbs of cities.

Brands offering multipurpose toilet care products become more popular

During 2018, multipurpose toilet care products continued to rise in popularity, due to the growth of cities and the decreasing time available for household activities. As a result, products with dual actions, such as cleaning and disinfecting or cleaning and fragrancing, showed the best performances during 2018.

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