Market Report, "Surface Care in Ukraine", published

Inflation and the rising cost of living impacted consumers’ purchasing patterns in Ukraine at the end of the review period. Prices of most goods skyrocketed whilst Ukrainians’ average income stayed on the same level. Also, the growth of surface care was constrained by consumers’ preference for multifunctional surface care over task-specific products. Many product areas saw only limited demand from mid- to high-income consumers in major cities at the end of the review period. Those constraints resulted in surface care’s decline of 5% in current value terms in 2014 and its sales reached UAH1.9 billion.

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Competitive Landscape

SC Johnson and Procter & Gamble were the leaders in surface care in Ukraine, holding a 23% and 20% share of value sales respectively in 2014. The main reason for the strength of these companies is their long-standing presence in surface care, good awareness of their brands and the affordable pricing of their products. SC Johnson was a leader thanks to its Mr Muscle brand present in such categories as window/glass cleaners and multi-purpose cleaners, whilst Procter & Gamble Ukraine was famous due to its Comet and Mr Proper brands present in multi-purpose cleaners, bathroom cleaners, standard floor cleaners and descalers.

Industry Prospects

Volume sales will decline for the majority of the categories over the forecast period. The price-value ratio of products will remain a leading factor in the consumer’s purchasing decision. Consumers will also show declining demand for convenience and increased willingness to spend less on surface care. As a result, surface care is expected to post a value CAGR of -1% at constant 2014 prices over the forecast period, which is worse performance in comparison to the 4% constant value CAGR seen in the review period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Surface Care industry in Ukraine 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 Ukraine, our research will save you time and money while empowering you to make informed, profitable decisions.

The Surface Care in Ukraine 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:

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