Boston, MA -- (ReleaseWire) -- 07/16/2014 -- Russian consumers benefited from rising disposable income levels at the end of the review period, thanks to growth in wages and the widening availability of consumer credit. Consequently, Russians began to spend more freely in many areas, including laundry care. For many niche products, this fuelled strong growth in 2012 but growth softened in 2013, partly due to a slow rate of repeat purchases. Carpet cleaners for example saw 9% volume growth in 2012 but dropped back to just 1% growth in 2013. However, for the most significant product areas growth continued to be good in 2013. Liquid fabric softeners and standard powder detergents are the most significant product areas in laundry care, accounting for 67% and 12% value share respectively in overall sales in 2013. These products saw a good volume growth of 3% in the year thanks to more frequent repeat purchases, with this being higher in comparison to their review period CAGRs.
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Proctor & Gamble was the clear leader in laundry care throughout the review period and in 2013, accounting for almost 40% value share in the latter year. This company was one of the first multinationals to enter laundry care in Russia and thus benefits from offering well-established brands and strong consumer trust. The company owned four of the top six brands in laundry care in 2013, with Tide and Ariel in first and second place and Mif and Lenor in fifth and sixth place.
Domestic players are expected to see a strong growth in share in the forecast period. Nefis is set to see a particularly strong performance thanks to its packaging upgrades and strong new product development at the end of the review period. The company's concentrated powder detergents BiMax Compact and the more affordable AOS Concentrate launched in 2013 are expected to gain share in this area, with the company also likely to continue to invest heavily in new product development and marketing during the forecast period. Leading player Proctor & Gamble is meanwhile likely to face a strong challenge to its share in the forecast period, particularly as the company has announced plans to cut global marketing spending and shift its focus from TV advertising to online advertising.
Discover the latest market trends and uncover sources of future market growth for the Laundry Care industry in Russia with research from Euromonitor's team of in-country analysts.
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If you're in the Laundry Care industry in Russia, our research will save you time and money while empowering you to make informed, profitable decisions.
The Laundry Care in Russia market research report includes:
- Analysis of key supply-side and demand trends
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Laundry Care in Russia?
- What are the major brands in Russia?
- What is the performance of concentrated liquid detergents?
- What are the main new products developments in the laundry aids area?
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Product coverage: Carpet Cleaners, Fabric Softeners, Laundry Aids, Laundry Detergents.
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