Table of Content

Home Care in Georgia
Euromonitor International
March 2021

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 2015-2020
MARKET 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 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Retailers support volume sales with discounts and other promotions
Eco-friendly brands increase their share
Hotel and restaurant closures affect B2B sales
RECOVERY AND OPPORTUNITIES
New product launches to appeal to new consumers
Increased purchasing power to contribute to current value growth
Standard powder and standard liquid detergents to benefit from the convenience trend
CATEGORY INDICATORS
Table 10 Household Possession of Washing Machines 2015-2020
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 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 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Hand dishwashing products continue to dominate
Home-based lifestyles contribute to volume and current value growth
RECOVERY AND OPPORTUNITIES
Automatic dishwashing to benefit from rising disposable income levels
Hand dishwashing to grow further as even more people switch to eating at home
Multi-packs the focus of price promotions as players build further customer loyalty
CATEGORY INDICATORS
Table 25 Household Possession of Dishwashers 2015-2020
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 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Volume sales grow as a measure against the spread of COVID-19
Economy a higher priority than innovation
Hotel and restaurant closures affect B2B sales
RECOVERY AND OPPORTUNITIES
Sales likely to benefit from increased on-trade demand and consumer focus on hygiene
New premium products to boost current value sales once the COVID-19 pandemic is over
Discounting increasingly used to boost leading brands and support new launches
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 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 39 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 has little impact on many consumers’ purchasing habits
Bleach brands further challenged by less harmful alternatives
Ace consolidated its position as leading bleach brand
RECOVERY AND OPPORTUNITIES
Consumers to switch to less harmful cleaning products
Volume growth to come from low-income households
Low pricing and discounting key in attracting low-income consumers
CATEGORY DATA
Table 40 Sales of Bleach: Value 2015-2020
Table 41 Sales of Bleach: % Value Growth 2015-2020
Table 42 NBO Company Shares of Bleach: % Value 2016-2020
Table 43 LBN Brand Shares of Bleach: % Value 2017-2020
Table 44 Forecast Sales of Bleach: Value 2020-2025
Table 45 Forecast Sales of Bleach: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Urban areas drive growth with rural consumers remaining loyal to bleach
In-cistern products benefit from greater consumer awareness
Toilet Duck extends lead thanks to strong customer loyalty
RECOVERY AND OPPORTUNITIES
Increased purchasing power to contribute to current value growth
Modern grocery retailers’ expansion will result in wider consumer awareness and interest
Discounting set to increase as players woo new consumers
CATEGORY DATA
Table 46 Sales of Toilet Care by Category: Value 2015-2020
Table 47 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 48 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 49 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 50 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 51 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Lockdown reduces consumers’ need for polishes
Popularity of tiled floors causes demand for floor polish to subside
SC Johnson extends lead despite lack of marketing support
RECOVERY AND OPPORTUNITIES
Return to office working to boost demand for polishes
Increased purchasing power to contribute to current value growth
Strong new product development and marketing unlikely, as players remain cautious in wake of COVID-19 pandemic
CATEGORY DATA
Table 52 Sales of Polishes by Category: Value 2015-2020
Table 53 Sales of Polishes by Category: % Value Growth 2015-2020
Table 54 NBO Company Shares of Polishes: % Value 2016-2020
Table 55 LBN Brand Shares of Polishes: % Value 2017-2020
Table 56 Forecast Sales of Polishes by Category: Value 2020-2025
Table 57 Forecast Sales of Polishes by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Currency devaluation causes growth in current value sales but impacts retail volume demand
Car air fresheners hit by transport ban and lockdown
SC Johnson and Reckitt Benckiser remain in lead thanks to strong distribution reach
RECOVERY AND OPPORTUNITIES
Return to office working to boost demand for air care
Return to commuting to have a beneficial effect on car air fresheners
Growing competition in modern grocery retailers may herald new era of value-added innovation
CATEGORY DATA
Table 58 Sales of Air Care by Category: Value 2015-2020
Table 59 Sales of Air Care by Category: % Value Growth 2015-2020
Table 60 NBO Company Shares of Air Care: % Value 2016-2020
Table 61 LBN Brand Shares of Air Care: % Value 2017-2020
Table 62 Forecast Sales of Air Care by Category: Value 2020-2025
Table 63 Forecast Sales of Air Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 difficulties do not allow for a challenge to spray/aerosol home insecticides
Growing availability helps eclectic insecticides to develop
Weakened competition allows Raid to strengthen its lead in spray/aerosol insecticides
RECOVERY AND OPPORTUNITIES
Return of tourists to add volumes to home insecticides
Expansion of supermarkets and hypermarkets will continue to drive sales
Increased purchasing power to contribute to current value growth
CATEGORY DATA
Table 64 Sales of Home Insecticides by Category: Value 2015-2020
Table 65 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 66 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 67 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 68 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 69 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025