Home Care in Ukraine - Research and Markets

The home care market experienced a slowdown in current value sales in 2020 due to the onset of the Coronavirus (COVID-19) global pandemic. Strict measures imposed by the government to control the spread of the virus included a number of lockdowns, home seclusion, the closure of schools and non-essential shops and businesses. It also stimulated more people into working from home.

The Home Care in Ukraine 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.

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 ENVIRONMENTGLOBAL INDUSTRY ENVIRONMENTDISCLAIMER

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