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COVID-19 had a dual impact on sales of home care in Russia in 2020. Categories which have anti-pandemic products in their portfolios witnessed fast growth in their sales, benefiting from the growing hygiene awareness level of consumers. As a result, surface cleaning products, impregnated wipes and even bleach posted an impressive performance in 2020. In general, home care categories which consumers considered would help them to stay healthy at home benefited from the outbreak of COVID-19. On the...
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 2025 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.TABLE OF CONTENTS
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Home Care Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
Table 1 Households 2015-2020MARKET DATA
Table 2 Sales of Home Care by Category: Value 2015-2020 Table 3 Sales of Home Care by Category: % Value Growth 2015-2020 Table 4 NBO Company Shares of Home Care: % Value 2016-2020 Table 5 LBN Brand Shares of Home Care: % Value 2017-2020 Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020 Table 7 Distribution of Home Care by Format: % Value 2015-2020 Table 8 Distribution of Home Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Home Care by Category: Value 2020-2025 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
COVID-19 exacerbates the existing decline in laundry care
Auxiliary products continue to struggle as consumers spend only on basic laundry care
Concentrated and more innovative products fare better than standard laundry detergents
RECOVERY AND OPPORTUNITIES
Struggling economy dashes hopes for early recovery of consumer purchasing power
While COVID-19 may be brought under control, other factors will continue to hinder the Russian economy and consumers' purchasing power
Lower-end brands expected to gain further popularity among increasingly cautious consumers
CATEGORY DATA
Table 11 Sales of Laundry Care by Category: Value 2015-2020 Table 12 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 13 Sales of Laundry Aids by Category: Value 2015-2020 Table 14 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 15 Sales of Laundry Detergents by Category: Value 2015-2020 Table 16 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 17 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2015-2020 Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
More time spent cooking and eating at home due to COVID-19 leads to positive growth in dishwashing
Hand dishwashing benefits the most in 2020 from consumers' tightened financial circumstances
Limited growth in automatic dishwashing is supported by sales of automatic dishwashing tablets by top brands
RECOVERY AND OPPORTUNITIES
Consumers' economising buying behaviour likely to persist in 2021
Automatic dishwashing set to feel the benefit of increasing consumer confidence in 2022
Steady performance expected for dishwashing over the forecast period as a whole
CATEGORY DATA
Table 26 Sales of Dishwashing by Category: Value 2015-2020 Table 27 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 28 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 29 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 30 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Increased cleaning and greater demand for multipurpose products leads to strong growth in surface care
Concern to prevent the spread of COVID-19 boosts sales of home care disinfectants
Performances in task-specific categories diverge
RECOVERY AND OPPORTUNITIES
Surface care growth slows down in 2021 but is buoyed by the continued strength of multi-purpose cleaners
Consumers expected to return to pre-pandemic purchasing behaviour
Moderate growth over the forecast period depends on Russia's economic recovery
CATEGORY DATA
Table 32 Sales of Surface Care by Category: Value 2015-2020 Table 33 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 34 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020 Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020 Table 36 NBO Company Shares of Surface Care: % Value 2016-2020 Table 37 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 38 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020 Table 39 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020 Table 40 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 41 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
COVID-19 leads to strong growth for bleach in 2020
Generic Belizna products continue to hold a significant share of bleach sales
Cheaper options gain share due to tightened household budgets
RECOVERY AND OPPORTUNITIES
Forecast period sales of bleach set to revert to the pre-COVID-19 pattern of decline
Innovation unlikely in bleach due to its low revenues and the presence of less harmful alternatives
B2B segment to sustain sales demand for manufacturers
CATEGORY DATA
Table 42 Sales of Bleach: Value 2015-2020 Table 43 Sales of Bleach: % Value Growth 2015-2020 Table 44 NBO Company Shares of Bleach: % Value 2016-2020 Table 45 LBN Brand Shares of Bleach: % Value 2017-2020 Table 46 Forecast Sales of Bleach: Value 2020-2025 Table 47 Forecast Sales of Bleach: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Toilet care continues to decline as COVID-19 increases consumers' economic difficulties
Consumers stick with well-known global brands and more economical local brands
Toilet liquids/foam holds its ground while other types of toilet care suffer stronger decline
RECOVERY AND OPPORTUNITIES
Consumers will still view most toilet care products as non-essential while the economy struggles to recover
Toilet liquids/foam is the exception
Smaller toilet care categories look set to stabilise later in the forecast period
CATEGORY DATA
Table 48 Sales of Toilet Care by Category: Value 2015-2020 Table 49 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 50 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 51 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 52 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 53 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Polishes suffers the steepest value decline among all types of home care
Shoe polish becomes even less of a necessity due to COVID-19 social restrictions
Consumers increasingly prefer furniture and floors that are easier and cheaper to clean and maintain
RECOVERY AND OPPORTUNITIES
Decline path to persist in polishes
Consumer lifestyle trends behind the continued decline in polishes
Sustainability may hold hope for shoe polish
CATEGORY DATA
Table 54 Sales of Polishes by Category: Value 2015-2020 Table 55 Sales of Polishes by Category: % Value Growth 2015-2020 Table 56 NBO Company Shares of Polishes: % Value 2016-2020 Table 57 LBN Brand Shares of Polishes: % Value 2017-2020 Table 58 Forecast Sales of Polishes by Category: Value 2020-2025 Table 59 Forecast Sales of Polishes by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Economic difficulties amid COVID-19 cause consumers to reduce air care purchases
Although saving money is a priority for consumers, home fragrance drives sales during home seclusion
Air care sales to commercial establishments are hit hard
RECOVERY AND OPPORTUNITIES
Air care set for stagnation in 2021
Stronger growth in smaller categories will have little impact on overall air care sales
Growth in the forecast period as a whole is projected to be moderate
CATEGORY DATA
Table 60 Sales of Air Care by Category: Value 2015-2020 Table 61 Sales of Air Care by Category: % Value Growth 2015-2020 Table 62 Sales of Air Care by Fragrance: Value Ranking 2018-2020 Table 63 NBO Company Shares of Air Care: % Value 2016-2020 Table 64 LBN Brand Shares of Air Care: % Value 2017-2020 Table 65 Forecast Sales of Air Care by Category: Value 2020-2025 Table 66 Forecast Sales of Air Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Perfect weather for insects to breed causes home insecticides sales to leap in 2020
Home seclusion and remote work in rural locations leads to greater demand for home insecticides
Consumers' heightened price sensitivity benefits local players
RECOVERY AND OPPORTUNITIES
Home insecticides to see some level of "normalisation" in 2021
Local players' domination set to continue
Forecast period performance difficult to predict
CATEGORY DATA
Table 67 Sales of Home Insecticides by Category: Value 2015-2020 Table 68 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 69 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020 Table 70 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 71 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 72 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 73 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025