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Belarus has been an outlier in terms of COVID-19 and has not imposed any strict restrictions. All the same people restricted their movements, especially early in the pandemic, and there has been an economic fallout, with many people losing their jobs, especially in foodservice.
Euromonitor International's Home Care in Belarus 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 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
Bar detergents registers significant volume increase as people flock to holiday homes
Lower profit margins for companies in 2020, due to currency devaluation
Top local brand Mira loses out to Procter & Gamble's Tide
RECOVERY AND OPPORTUNITIES
Increasing price sensitivity over forecast period
Multinationals will continue to gain value share over forecast period
Bio, eco and non-allergy options are increasing in laundry care, however lack of knowledge and higher price-points make the mass consumer wary
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2015-2020CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2015-2020 Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 14 Sales of Laundry Aids by Category: Value 2015-2020 Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 16 Sales of Laundry Detergents by Category: Value 2015-2020 Table 17 Sales of Laundry Detergents by Category: % Value Growth 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
Growth in sales of dishwashing appliances in turn leads to growth in sales of dishwashing products
Henkel retains its lead, though smaller players gaining value share
The competition amongst foreign and local dishwashing products remains strong as players compete through fierce discounts and promotions
RECOVERY AND OPPORTUNITIES
Muted volume growth over the forecast period
Declining population growth dampens value sales
New product developments focus on convenience, new formulas and the extension of existing lines
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2015-2020CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2015-2020 Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Consumers switch to cheaper brands, due to increasing price sensitivity
Henkel Rus OOO retains its leading position in a highly fragmented competitive landscape
Growth in wipes is driven by the convenience trend
RECOVERY AND OPPORTUNITIES
Trend of declining volume growth over forecast period
Price discounts and the economising trend hampers value growth in surface care
New product developments focus on improved formulas and convenient packaging
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2015-2020 Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020 Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020 Table 37 NBO Company Shares of Surface Care: % Value 2016-2020 Table 38 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 39 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Steep price rises dampen volume growth slightly
Competition is led by locally-made products which offer attractive price points to consumers
Low price points attract consumers, and players try to gain sales through on-pack promotional messages and different formats of bleach
RECOVERY AND OPPORTUNITIES
Volume growth decline later in forecast period
Growing interest in health and eco-awareness threatens the growth of bleach in 2019
Bleach faces threats from alternative products, with surface care and toilet care negatively impacting bleach value sales
CATEGORY DATA
Table 41 Sales of Bleach: Value 2015-2020 Table 42 Sales of Bleach: % Value Growth 2015-2020 Table 43 Forecast Sales of Bleach: Value 2020-2025 Table 44 Forecast Sales of Bleach: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Volume decline as many consumers switch to more economical bleach
Leading international players increase their value shares, using strong advertising and wide product availability to boost results
As consumers are not brand loyal, price competition remains fierce in toilet care
RECOVERY AND OPPORTUNITIES
Growing urbanisation drives value sales
New product developments focus on convenience, ease of use and extended variety
Rising hygiene standards, the convenience trend and the increase in busy lifestyles boost sales
CATEGORY DATA
Table 45 Sales of Toilet Care by Category: Value 2015-2020 Table 46 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 47 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 48 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 49 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 50 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
With more time spent at home in 2020, people have more time to polish
The leading competitors maintain their positions, offering a wider range of popular shoe polishes
Discounts and price-points are key competitive tactics to gain value sales in furniture and floor polish
RECOVERY AND OPPORTUNITIES
Stronger value growth for shoe polish as consumers defer buying new shoes
Manufacturers expected to invest in other home care products, instead of polish
New product development in shoe polish
CATEGORY DATA
Table 51 Sales of Polishes by Category: Value 2015-2020 Table 52 Sales of Polishes by Category: % Value Growth 2015-2020 Table 53 NBO Company Shares of Polishes: % Value 2016-2020 Table 54 LBN Brand Shares of Polishes: % Value 2017-2020 Table 55 Forecast Sales of Polishes by Category: Value 2020-2025 Table 56 Forecast Sales of Polishes by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
High price rises lead to volume decline
SC Johnson & Son retains its lead position and international competitors dominate the landscape
The rising sales of cars in 2019 boosts value growth of car air fresheners
RECOVERY AND OPPORTUNITIES
Limited volume growth over the forecast period
Spray/aerosol air freshener leads value growth, benefiting from a wider variety of products and low price points
Price points vital, as economising trend leads to growing share of cheaper players
CATEGORY DATA
Table 57 Sales of Air Care by Category: Value 2015-2020 Table 58 Sales of Air Care by Category: % Value Growth 2015-2020 Table 59 NBO Company Shares of Air Care: % Value 2016-2020 Table 60 LBN Brand Shares of Air Care: % Value 2017-2020 Table 61 Forecast Sales of Air Care by Category: Value 2020-2025 Table 62 Forecast Sales of Air Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Humid summer leads to increased demand
Local players gain value share
Home insecticides players face competition from other products, as well as repellents
RECOVERY AND OPPORTUNITIES
Once Belarusians can travel abroad again in summer, demand will fall
The economising trend hampers value growth in home insecticides
New product developments include a focus on sensitive protection, new scents and product strengths
CATEGORY DATA
Table 63 Sales of Home Insecticides by Category: Value 2015-2020 Table 64 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 65 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 66 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 67 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 68 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025