Toilet Care in Russia

PROSPECTS

Consumers looking to make savings

Toilet care continues to suffer at the hands of the economic uncertainty. Price-sensitive consumers are mainly looking for cheaper products, either within or outside the category, or buying products when they are on promotion.

Toilet cleaning strips performing well

A new type of product has met with a favourable reaction in the marketplace – toilet cleaning strips, which are being called “toilet cleaning stickers” in Russia. Major brands have introduced these products and they are enjoying quickly growing popularity.

Rim liquids to remain the biggest category

Rim liquids remains a competitive and price-sensitive category, with a lot of sales involving either brands on promotion or cheaper products. Rim liquids will remain the biggest category over the forecast period.

COMPETITIVE LANDSCAPE

Leading multinationals manage to increase their shares in toilet care

The major global players Henkel, Unilever and SC Johnson continue to lead toilet care. All three multinationals have increased their shares in recent years, despite the economic problems in Russia and the pressure on local consumers’ budgets.

Stupinskiy Khimicheskiy Zavod leads the local players

Local manufacturers managed to gain momentum in the Russian toilet care category during the economic turmoil. Stupinskiy Khimicheskiy Zavod is the leading local manufacturer in toilet care.

Domestos “stickers” represent a new product direction

Called toilet cleaning stickers in Russia, the Domestos Attax Toilet Cleaning Strips offer a new way to keep the toilet clean and fresh. The product is claimed to offer up to 450 rinses, providing fresh scent with every flush, while, at the same time, offering protection against bacteria and germs and fighting against limescale build-up.

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