HOME CARE IN RUSSIA

Euromonitor International

February 2019

LIST OF CONTENTS AND TABLES

Executive Summary

Home Care Sales Stagnate in Russia in 2018

Volume Sales Decrease, Partly Owing To More Concentrated Products

Multinationals Continue To Resist Competition From Local Companies

Stagnation in New Product Development

Future Performance Equation With Too Many Variables

Market Indicators

Table 1 Households 2013-2018

Market Data

Table 2 Sales of Home Care by Category: Value 2013-2018

Table 3 Sales of Home Care by Category: % Value Growth 2013-2018

Table 4 NBO Company Shares of Home Care: % Value 2014-2018

Table 5 LBN Brand Shares of Home Care: % Value 2015-2018

Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018

Table 7 Distribution of Home Care by Format: % Value 2013-2018

Table 8 Distribution of Home Care by Format and Category: % Value 2018

Table 9 Forecast Sales of Home Care by Category: Value 2018-2023

Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Sources

Summary 1 Research Sources

Headlines

Prospects

Sales Continue To Increase in Current Value Terms

Shift To Sprays/aerosols in Cans Continues

Electric Air Fresheners Bounce Back in 2018

Competitive Landscape

Air Care Balanced Between Global and Local Players

Blade and Chirton Are the Leading Brands

Private Label Has A Strong Presence

Category Data

Table 11 Sales of Air Care by Category: Value 2013-2018

Table 12 Sales of Air Care by Category: % Value Growth 2013-2018

Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018

Table 14 NBO Company Shares of Air Care: % Value 2014-2018

Table 15 LBN Brand Shares of Air Care: % Value 2015-2018

Table 16 Forecast Sales of Air Care by Category: Value 2018-2023

Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Bleach Returns Temporarily To Growth

Future Growth Is Unlikely

Competitive Landscape

Ace Retains Lead But Share Decreases

Local Products Have A Significant Share

Category Data

Table 18 Sales of Bleach: Value 2013-2018

Table 19 Sales of Bleach: % Value Growth 2013-2018

Table 20 NBO Company Shares of Bleach: % Value 2014-2018

Table 21 LBN Brand Shares of Bleach: % Value 2015-2018

Table 22 Forecast Sales of Bleach: Value 2018-2023

Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Headlines

Prospects

Sales Static in 2018

Automatic Dishwashing Suffers

Powder Declines While Tablets Gain

Competitive Landscape

Magic of Fairy Continues

Local Companies Are Strong in Hand Dishwashing

Finish and Somat Lead Automatic Dishwashing Sales

Category Indicators

Table 24 Household Possession of Dishwashers 2013-2018

Category Data

Table 25 Sales of Dishwashing by Category: Value 2013-2018

Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018

Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018

Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018

Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023

Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Headlines

Prospects

Better Performance Results Hampered by Economic Uncertainty

Electric and Spray Formats Shape the Category

Other Categories Are Under Threat

Competitive Landscape

Local Dominance Continues

Global Players Cannot Find the Way To Growth

Shift To Cheaper Products Will Continue To Shape the Category

Category Data

Table 31 Sales of Home Insecticides by Category: Value 2013-2018

Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018

Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018

Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018

Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018

Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023

Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Headlines

Prospects

Crisis Continues

Concentration To Concentrates

Universality and Replacement on Agenda

Competitive Landscape

Shares Remain Stable

Nefis Cosmetics Continues Knocking on the Door

Private Label Remains Quite Insignificant

Category Indicators

Table 38 Household Possession of Washing Machines 2013-2018

Category Data

Table 39 Sales of Laundry Care by Category: Value 2013-2018

Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018

Table 41 Sales of Laundry Aids by Category: Value 2013-2018

Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018

Table 43 Sales of Laundry Detergents by Category: Value 2013-2018

Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018

Table 45 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2013-2018

Table 46 NBO Company Shares of Laundry Care: % Value 2014-2018

Table 47 LBN Brand Shares of Laundry Care: % Value 2015-2018

Table 48 NBO Company Shares of Laundry Aids: % Value 2014-2018

Table 49 LBN Brand Shares of Laundry Aids: % Value 2015-2018

Table 50 NBO Company Shares of Laundry Detergents: % Value 2014-2018

Table 51 LBN Brand Shares of Laundry Detergents: % Value 2015-2018

Table 52 Forecast Sales of Laundry Care by Category: Value 2018-2023

Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Shoes Polish Losing Status As A Necessity

Furniture Polish Has A Declining Consumer Base

Future Remains Unclear

Competitive Landscape

Clear Leadership in Shoe Polishes

SC Johnson Dominates Furniture Polishes

Lack of Manufacturer Attention in Other Polishes

Category Data

Table 54 Sales of Polishes by Category: Value 2013-2018

Table 55 Sales of Polishes by Category: % Value Growth 2013-2018

Table 56 NBO Company Shares of Polishes: % Value 2014-2018

Table 57 LBN Brand Shares of Polishes: % Value 2015-2018

Table 58 Forecast Sales of Polishes by Category: Value 2018-2023

Table 59 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Headlines

Prospects

Multipurpose Cleaners Drive Growth

Some Products Benefit From Their Task-specific Nature

Task-specific Products Decline

Competitive Landscape

Major Multinationals Lose Share

Local Players Make Efforts But Remain Small

Private Label Sales Remain Low

Category Data

Table 60 Sales of Surface Care by Category: Value 2013-2018

Table 61 Sales of Surface Care by Category: % Value Growth 2013-2018

Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018

Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018

Table 64 NBO Company Shares of Surface Care: % Value 2014-2018

Table 65 LBN Brand Shares of Surface Care: % Value 2015-2018

Table 66 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018

Table 67 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018

Table 68 Forecast Sales of Surface Care by Category: Value 2018-2023

Table 69 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Consumers in Saving Mode

Toilet Liquids/foam and In-cistern Devices Are Most Resilient

Innovation and New Categories Are Off the Table

Competitive Landscape

International Players Still Lead the Market

Good Performance by Local Brands

Exit of Mr Kryak

Category Data

Table 70 Sales of Toilet Care by Category: Value 2013-2018

Table 71 Sales of Toilet Care by Category: % Value Growth 2013-2018

Table 72 NBO Company Shares of Toilet Care: % Value 2014-2018

Table 73 LBN Brand Shares of Toilet Care: % Value 2015-2018

Table 74 Forecast Sales of Toilet Care by Category: Value 2018-2023

Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

Home care sales did not return to growth in 2018, despite the hopes of the industry. The main reason for the sluggish performance of home care products sales is continuing uncertainty in the economy. Although 2018 initially saw some positive development in terms of real income dynamics, this trend vanished during the second half of 2018. As a result, consumers in Russia continued in their saving mode, which started earlier in the review period.

Euromonitor International's Home Care in Russia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2023 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.