Home Care in Belarus

February 2022 | 52 pages | ID: H3546B9077EEN
Euromonitor International Ltd

Abstracts

Home care performed well to the COVID-19 pandemic in 2020 due to consumers spending more time at home. Likewise, due to the raised hygiene concerns many products areas performed well such as dishwashing and bleach. Unexpectedly, home insecticides also performed very well. The reason for the unexpected boost was that many people flocked to their rural holidays homes in an effort to avoid crowded locations. The biggest loser was air care, with volume growth considerably lower than in 2019. Air fre...

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 2026 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.

Contents

HOME CARE IN BELARUS
EXECUTIVE SUMMARY
Home care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2016-2021
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2016-2021
Table 3 Sales of Home Care by Category: % Value Growth 2016-2021
Table 4 NBO Company Shares of Home Care: % Value 2017-2021
Table 5 LBN Brand Shares of Home Care: % Value 2018-2021
Table 6 Penetration of Private Label in Home Care by Category: % Value 2016-2021
Table 7 Distribution of Home Care by Format: % Value 2016-2021
Table 8 Distribution of Home Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Home Care by Category: Value 2021-2026
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN BELARUS
KEY DATA FINDINGS
2021 DEVELOPMENTS
Laundry care continues to perform well despite no more stockpiling
New regulations for washing detergents see several brands banned
International players continue to lead in 2021
PROSPECTS AND OPPORTUNITIES
Consumers become increasingly price-sensitive in 2022 and beyond
International players continue to lead in 2022 and beyond
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 2016-2021
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2016-2021
Table 13 Sales of Laundry Care by Category: % Value Growth 2016-2021
Table 14 Sales of Laundry Aids by Category: Value 2016-2021
Table 15 Sales of Laundry Aids by Category: % Value Growth 2016-2021
Table 16 Sales of Laundry Detergents by Category: Value 2016-2021
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2016-2021
Table 18 NBO Company Shares of Laundry Care: % Value 2017-2021
Table 19 LBN Brand Shares of Laundry Care: % Value 2018-2021
Table 20 NBO Company Shares of Laundry Aids: % Value 2017-2021
Table 21 LBN Brand Shares of Laundry Aids: % Value 2018-2021
Table 22 NBO Company Shares of Laundry Detergents: % Value 2017-2021
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2018-2021
Table 24 Forecast Sales of Laundry Care by Category: Value 2021-2026
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026
DISHWASHING IN BELARUS
KEY DATA FINDINGS
2021 DEVELOPMENTS
Dishwashing slows but continues to perform better than seen prior to the pandemic
Consumers continue to economise in 2021 due to the ongoing financial repercussions of the pandemic
Henkel retains its lead, though smaller players gaining value share
PROSPECTS AND OPPORTUNITIES
Normalisation and economising lead to slowed growth in 2022 and beyond
Further penetration of dishwashers benefits automatic dishwashing
Leading players focus on scent in the coming years
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2016-2021
Table 28 Sales of Dishwashing by Category: % Value Growth 2016-2021
Table 29 NBO Company Shares of Dishwashing: % Value 2017-2021
Table 30 LBN Brand Shares of Dishwashing: % Value 2018-2021
Table 31 Forecast Sales of Dishwashing by Category: Value 2021-2026
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2021-2026
SURFACE CARE IN BELARUS
KEY DATA FINDINGS
2021 DEVELOPMENTS
Surface care continues to perform well in 2021 due to raised hygiene awareness
Economising consumers opt for multipurpose cleaners
Henkel Rus OOO retains its leading position in a highly fragmented competitive landscape 
PROSPECTS AND OPPORTUNITIES
Ongoing growth, however, at a slower rate in 2022 and beyond
Price discounts and the economising trend hampers value growth in surface care
Growing competition from larger Russian players
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2016-2021
Table 34 Sales of Surface Care by Category: % Value Growth 2016-2021
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2016-2021
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2016-2021
Table 37 NBO Company Shares of Surface Care: % Value 2017-2021
Table 38 LBN Brand Shares of Surface Care: % Value 2018-2021
Table 39 Forecast Sales of Surface Care by Category: Value 2021-2026
Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2021-2026
BLEACH IN BELARUS
KEY DATA FINDINGS
2021 DEVELOPMENTS
Bleach continues to perform well due to the raised hygiene standards
Lower price points continue to boost the popularity of bleach in 2021
Economising consumers down trade to lower-priced unknown brands
PROSPECTS AND OPPORTUNITIES
Bleach decreases in popularity in line with the economy recovering
The eco-friendly trend set to threaten the performance of bleach over the forecast period
Growing threat from Russian brands as consumers continue to economise
CATEGORY DATA
Table 41 Sales of Bleach: Value 2016-2021
Table 42 Sales of Bleach: % Value Growth 2016-2021
Table 43 Forecast Sales of Bleach: Value 2021-2026
Table 44 Forecast Sales of Bleach: % Value Growth 2021-2026
TOILET CARE IN BELARUS
KEY DATA FINDINGS
2021 DEVELOPMENTS
Slowed growth as consumers return to their pre pandemic routines
The economising trend leads to downtrading to lower-priced brands and even bleach
Leading international players increase their value shares, using strong advertising and wide product availability to boost results
PROSPECTS AND OPPORTUNITIES
Growing urbanisation drives value sales while volume sales negatively impacted by economising
New product developments focus on convenience, ease of use and extended variety
International brands make tough competition due to their advertising efforts and discounts
CATEGORY DATA
Table 45 Sales of Toilet Care by Category: Value 2016-2021
Table 46 Sales of Toilet Care by Category: % Value Growth 2016-2021
Table 47 NBO Company Shares of Toilet Care: % Value 2017-2021
Table 48 LBN Brand Shares of Toilet Care: % Value 2018-2021
Table 49 Forecast Sales of Toilet Care by Category: Value 2021-2026
Table 50 Forecast Sales of Toilet Care by Category: % Value Growth 2021-2026
POLISHES IN BELARUS
KEY DATA FINDINGS
2021 DEVELOPMENTS
The reverse seen of 2020 in 2021 as consumers return to their pre pandemic routines
Shoe polish continues to drive overall growth in 2021
Discounts and price-points are key competitive tactics to gain value sales in furniture and floor polish
PROSPECTS AND OPPORTUNITIES
Shoe polishes set to outperform floor polishes once again as pre pandemic norms return
International lower-priced brands continue to lead in 2022 and beyond
New product development in shoe polish
CATEGORY DATA
Table 51 Sales of Polishes by Category: Value 2016-2021
Table 52 Sales of Polishes by Category: % Value Growth 2016-2021
Table 53 NBO Company Shares of Polishes: % Value 2017-2021
Table 54 LBN Brand Shares of Polishes: % Value 2018-2021
Table 55 Forecast Sales of Polishes by Category: Value 2021-2026
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2021-2026
AIR CARE IN BELARUS
KEY DATA FINDINGS
2021 DEVELOPMENTS
Volume sales continue to suffer as consumers economise and avoid inflated prices
Players hope to push electric air care for home usage in 2021
Leading players focus on expanding their assortments in 2021
PROSPECTS AND OPPORTUNITIES
Health-conscious consumers seek eco-friendlier products in 2022 and beyond
Spray/Aerosol air fresheners will continue to lead in current value terms
Consumers remain price-sensitive over the forecast period
CATEGORY DATA
Table 57 Sales of Air Care by Category: Value 2016-2021
Table 58 Sales of Air Care by Category: % Value Growth 2016-2021
Table 59 NBO Company Shares of Air Care: % Value 2017-2021
Table 60 LBN Brand Shares of Air Care: % Value 2018-2021
Table 61 Forecast Sales of Air Care by Category: Value 2021-2026
Table 62 Forecast Sales of Air Care by Category: % Value Growth 2021-2026
HOME INSECTICIDES IN BELARUS
KEY DATA FINDINGS
2021 DEVELOPMENTS
Another hot and humid summer boosts the demand for home insecticides in 2021
Local players continues to benefit from the economising trend in 2020
Home insecticides players face competition from other products, as well as repellents
PROSPECTS AND OPPORTUNITIES
Once Belarusians can travel abroad again in summer, demand will fall
New product launches focus on sensitive protection and scents
The economising trend continues throughout the forecast period
CATEGORY DATA
Table 63 Sales of Home Insecticides by Category: Value 2016-2021
Table 64 Sales of Home Insecticides by Category: % Value Growth 2016-2021
Table 65 NBO Company Shares of Home Insecticides: % Value 2017-2021
Table 66 LBN Brand Shares of Home Insecticides: % Value 2018-2021
Table 67 Forecast Sales of Home Insecticides by Category: Value 2021-2026
Table 68 Forecast Sales of Home Insecticides by Category: % Value Growth 2021-2026