Table of Content

Home Care in Ukraine
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?
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 2015-2020
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 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 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
COVID-19 and numerous lockdowns diminish demand for laundry care in 2020
Growing demand for concentrated detergents that offer multifunctionality, convenience and space saving
DM-Drogerie Markt performs well in compact powder detergents due to low competition as consumers shift to liquid tablet detergents
RECOVERY AND OPPORTUNITIES
Positive growth for laundry care though growth unlikely to reach pre-pandemic rates over the forecast period
Slowdown in powder detergents due to growing demand for liquid detergents
Recent necessity-driven demand of e-commerce set to boost the channel’s popularity as consumers adapt to the “new normal”
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2015-2020
CATEGORY 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 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Strong growth for dishwashing boosted by home seclusion and rise in home cooking
Growth spike for hand dishwashing due to necessity for strict hygiene requirements
Demand rises for efficacy and well-known products in 2020 with eco-friendly properties taking second place
RECOVERY AND OPPORTUNITIES
Growth in automatic dishwashing as possession rates of dishwashers rise
Growing demand for dishwashing additives
Price competition in the aftermath of the pandemic
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2015-2020
CATEGORY 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 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Lockdown boosts sales of home care disinfectants due to heightened focus on hygiene
Growth in bathroom cleaners and pandemic stimulates greater attention to hygiene, while floor cleaners witnesses a slowdown
SC Johnson maintains lead and engages in price promotions
RECOVERY AND OPPORTUNITIES
Mixed performance for surface care as consumers use stockpiled products in 2021 before buying replacements
Strong growth for hypermarkets benefited by increasing number of price promotions and heightened consumer price sensitivity while e-commerce also benefits
Multi-purpose cleaners remains largest category and subject to the most innovation, including environmentally friendly options
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 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
Table 41 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Rebound for bleach in 2020 after years of contracting sales
Local player Milam ZPH TOV maintains strong lead due to a lack of interest from multinationals
Growth in private label due to economic fears stimulated by the pandemic
RECOVERY AND OPPORTUNITIES
Bright prospects for bleach over the forecast period
Growth in e-commerce as consumer habits experience longer-term change
Growing demand for more natural and less harsh products
CATEGORY DATA
Table 43 Sales of Bleach: Value 2015-2020
Table 44 Sales of Bleach: % Value Growth 2015-2020
Table 45 NBO Company Shares of Bleach: % Value 2016-2020
Table 46 LBN Brand Shares of Bleach: % Value 2017-2020
Table 47 Forecast Sales of Bleach: Value 2020-2025
Table 48 Forecast Sales of Bleach: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Growth surge for toilet care due to heightened cleaning regimes
Growth in average unit price for overall toilet care though in-cistern devices, ITBs and rim liquids experience a decline
SC Johnson maintains lead followed closely by Henkel
RECOVERY AND OPPORTUNITIES
Toilet liquids/foam remains the largest category and enjoys the strongest growth
Growing demand for underdeveloped categories such as rim liquids stimulated by lower unit prices and larger pack sizes
Small players and private label with limited distribution suffer while those offering e-commerce flourish
CATEGORY DATA
Table 49 Sales of Toilet Care by Category: Value 2015-2020
Table 50 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 51 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 52 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 53 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Little overall impact of COVID-19 on the category though stronger decline for furniture polish
Diminishing disposable income concentrates spending on products with disinfectant properties
Leading players retain their positions, with most seeing slight dips in their category shares
RECOVERY AND OPPORTUNITIES
Solid growth for polishes over the forecast period due to reduced need to disinfect
Positive forecast period growth for floor and furniture polish
Steady demand for shoe polish as people return to their workplaces and socialise once more
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2015-2020
Table 56 Sales of Polishes by Category: % Value Growth 2015-2020
Table 57 NBO Company Shares of Polishes: % Value 2016-2020
Table 58 LBN Brand Shares of Polishes: % Value 2017-2020
Table 59 Forecast Sales of Polishes by Category: Value 2020-2025
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Slowdown for air care as consumers maintain demand for spray/aerosol air fresheners
Strong growth for liquid air fresheners as the category benefits from new products launches and a fall in unit prices
Strong growth for air care sales via e-commerce
RECOVERY AND OPPORTUNITIES
Strong demand for air care even after the pandemic recedes with liquid air fresheners experiencing the strongest growth
Steady growth for spray/aerosol air fresheners though growing competition from liquid and gel air fresheners
High growth for car air fresheners as people are able to spend more time outside their homes and travel once more
CATEGORY DATA
Table 61 Sales of Air Care by Category: Value 2015-2020
Table 62 Sales of Air Care by Category: % Value Growth 2015-2020
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 2020-2025
KEY DATA FINDINGS
2020 IMPACT
The pandemic stimulates further slowdown in home insecticides during 2020 as consumers are not engaged with this small category
Spray/aerosol insecticides remains the largest category due to the prevalence of flying insects
Category witnesses growing competition with brands with a strong odour losing out
RECOVERY AND OPPORTUNITIES
Home insecticides returns to positive growth from 2021
Growth for electric insecticides as consumers shift from slabs to liquids
Strong growth in e-commerce distribution for home insecticides continues
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