Toilet Care in Russia

PROSPECTS

Consumers in saving mode

Toilet care is one of the home care categories that has been harmed most significantly by the economic uncertainty, which continued in 2018. After the more optimistic mood regarding the country’s economy and real incomes registered in the first half of 2018, the second half of the year saw a shift back to more pessimistic attitudes towards the wellbeing of households.

Toilet liquids/foam and in-cistern devices are most resilient

In the context of the negative dynamics in the toilet care category, with both value and volume sales declining in 2018, toilet liquids and in-cistern devices have been the most resistant to the general decrease in consumption. These two categories of products have established themselves as a necessary part of the cleaning routine in Russian households, and therefore the purchasing of these products has been less impacted by the general negative environment.

Innovation and new categories are off the table

The toilet care category is set to remain focused on toilet liquids/foam and in-cistern devices during the forecast period. Consumers are tending to save on purchases of toilet care products, limiting themselves to the most necessary items, and are not really interested in more innovative categories.

COMPETITIVE LANDSCAPE

International players still lead the market

Although the major global players Henkel Rus OOO, SC Johnson OOO and Unilever Rus OOO have experienced challenges, owing to shrinking purchasing power, they still accounted for the great majority of toilet care sales in value terms in Russia in 2018. Bref, Toilet Duck and Domestos are very well-known brands among consumers and enjoy strong support from their brand owners.

Good performance by local brands

Local manufacturers have managed to gain momentum in the Russian toilet care category during the economic turmoil, and are expected to maintain this success during forecast period. Stupinskiy Khimicheskiy Zavod ZAO is one of the leaders among local manufacturers in home care in general and in toilet care in particular.

Exit of Mr Kryak

Stupinskiy Khimicheskiy Zavod ZAO stopped production of toilet liquids/foam under the Mr Kryak brand in January 2018. The brand competed directly with Toilet Duck, from SC Johnson OOO.

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