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COVID-19 gave a boost to home care in 2020, with current value and volume growth. As people were spending more time at home, due to restrictions on movement, they spent more time cooking and cleaning. This growth was in spite of the negative economic performance in 2020, as COVID-19 caused job losses, particularly in the foodservice sector.
Euromonitor International's Home Care in Kazakhstan 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?
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 Distribution of Home Care by Format: % Value 2015-2020 Table 7 Distribution of Home Care by Format and Category: % Value 2020 Table 8 Forecast Sales of Home Care by Category: Value 2020-2025 Table 9 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
Clothes washed more often to minimise spread of infection
Global brands retain lead, thanks to being perceived as higher quality by premium-seeking consumers
Russian players do not see as much success in laundry care
RECOVERY AND OPPORTUNITIES
Lower value and volume growth than 2020
Detergent tablets gain value growth over forecast period
Fresh scents and eco-friendly options drive innovation in liquid fabric softeners
CATEGORY INDICATORS
Table 10 Household Possession of Washing Machines 2015-2020CATEGORY 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 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 18 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 19 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 20 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 21 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 22 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 23 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
More dishes washed as people cook more at home, due to COVID-19
Fairy brand continues to lead hand dishwashing
Growth of automatic dishwashing restricted to urban areas
RECOVERY AND OPPORTUNITIES
Once COVID-19 under control, volume growth will decline
Professional urban lifestyles cause time-restricted consumers to seek convenience
Innovation in hand dishwashing driven by eco-friendly and hypoallergenic trends
CATEGORY INDICATORS
Table 25 Household Possession of Dishwashers 2015-2020CATEGORY 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
To stop spread of COVID-19, surface areas were regularly cleaned
Global brands continue to lead, whilst upcoming brands set to do well with eco-friendly options
Strong growth driven by multiple benefits of multi-purpose products
RECOVERY AND OPPORTUNITIES
Healthy value growth, as product area far from mature
Ongoing urbanisation trends and spacious properties will continue to support strong growth in surface care products
Domestic players yet to make an impact, but there is good scope for development
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 NBO Company Shares of Surface Care: % Value 2016-2020 Table 35 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 36 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 37 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Value sales in B2B channel declines significantly
Domestic player KazBytKhim leads, thanks to its strong economy offerings
Small margins make bleach unattractive to new players
RECOVERY AND OPPORTUNITIES
Once COVID-19 is under control, volume growth will be muted
Multi-purpose usage and low unit prices support small sales of bleach
Bleach may be hindered by growth of eco-friendly product options
CATEGORY DATA
Table 38 Sales of Bleach: Value 2015-2020 Table 39 Sales of Bleach: % Value Growth 2015-2020 Table 40 NBO Company Shares of Bleach: % Value 2016-2020 Table 41 LBN Brand Shares of Bleach: % Value 2017-2020 Table 42 Forecast Sales of Bleach: Value 2020-2025 Table 43 Forecast Sales of Bleach: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
More cleaning due to COVID-19 leads to increased volume sales
Global players maintain lead places, thanks to international reputation of top brands
Toilet liquids/foam proves biggest seller, thanks to ease-of-use and affordability
RECOVERY AND OPPORTUNITIES
Steady value and volume growth over forecast period
Urbanisation and modern home designs boost popularity of specialist toilet care products
Rim blocks and ITBs also perform well, with good scope for innovation as premium products
CATEGORY DATA
Table 44 Sales of Toilet Care by Category: Value 2015-2020 Table 45 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 46 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 47 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 48 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 49 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Polishes unaffected by COVID-19, as consumers priorities other cleaners
SC Johnson maintains lead thanks to top brands of Salamander and Pronto
Success of shoe polish supported by traditional fashion
RECOVERY AND OPPORTUNITIES
Product area unaffected by COVID-19 and will continue as before
Niche polishes segment set to face potential threat from multi-purpose products
Value growth will be driven through modern grocery channels
CATEGORY DATA
Table 50 Sales of Polishes by Category: Value 2015-2020 Table 51 Sales of Polishes by Category: % Value Growth 2015-2020 Table 52 NBO Company Shares of Polishes: % Value 2016-2020 Table 53 LBN Brand Shares of Polishes: % Value 2017-2020 Table 54 Forecast Sales of Polishes by Category: Value 2020-2025 Table 55 Forecast Sales of Polishes by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
COVID-19 gives air care an extra boost as people spend time at home
Global players maintain lead
Russian brands popular among lower-income consumers
RECOVERY AND OPPORTUNITIES
Lower growth than review period, as product area becomes more mature
Spray/aerosol air fresheners remain the largest segment, thanks to tradition, affordability, and availability
Urbanisation boosts popularity of air care products
CATEGORY DATA
Table 56 Sales of Air Care by Category: Value 2015-2020 Table 57 Sales of Air Care by Category: % Value Growth 2015-2020 Table 58 NBO Company Shares of Air Care: % Value 2016-2020 Table 59 LBN Brand Shares of Air Care: % Value 2017-2020 Table 60 Forecast Sales of Air Care by Category: Value 2020-2025 Table 61 Forecast Sales of Air Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Home insecticides unaffected by COVID-19
Global heavyweight SC Johnson maintains lead due to strong brand recognition
Closest contender, Russian player Aerosol Novomoskovsk, benefits from marketing and R&D
RECOVERY AND OPPORTUNITIES
Warmer temperatures and increased insect population lead to higher volume sales
Development in modern retail channels set to boost sales
More demand for greener home insecticides over forecast period
CATEGORY DATA
Table 62 Sales of Home Insecticides by Category: Value 2015-2020 Table 63 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 64 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 65 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 66 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 67 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025