"Surface Care in Russia" Published

There were two trends that benefited surface care value sales at the end of the review period, with both linked to rising disposable income levels and a growing consumer demand for convenience. Firstly, there was a shift from using cheaper alternative products for cleaning homes, as consumers sought greater ease of cleaning. The main alternatives used in Russia are bleach, bar detergents and hand wash detergents, with these being particularly popular among low-income groups due to their lower cost, older consumers due to their preference for traditional cleaning methods and in rural areas, where the distribution of a wide range of surface care remained limited for much of the review period. However, there was widening distribution for surface care in the regions during the review period, while disposable income levels rose. Consequently, many consumers traded up to surface care.

Competitive Landscape

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Proctor & Gamble was the clear leader in surface care throughout the review period and in 2013 accounted for almost double the value share of its nearest competitor at 19%. The company is significant in only a handful of product areas but is hugely successful within these thanks to supporting its Comet and Mr Proper brands with strong TV advertising and wide distribution. The company led multi-purpose cleaners and bathroom cleaners in 2013 with 31% and 21% value share respectively and ranked second in scouring agents with almost 22% value share.

Industry Prospects

Surface care is expected to see stronger growth in the forecast period with 3% value CAGR at constant 2013 prices in comparison to the 2% CAGR seen in the review period. Stronger growth will be due to consumers' growing demand for convenience and growing willingness to spend on value-added benefits in home care. Growth will also be supported by widening distribution for many products and brands in Russia's regions.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Surface Care industry in Russia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Surface Care industry in Russia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Surface 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

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