Laundry Care in Russia - New Market Report

Several Russian consumer markets faced difficulties in 2014 amidst high inflation and minimal growth in the real incomes of consumers. The majority of Russian consumers remain highly price-sensitive, a situation which limits their options when making purchases, especially in the case of value-added products. At the same time, middle-income and affluent consumers remain generally keen to experiment with innovative and effective laundry care products such compact powder tablet detergents and concentrated liquid detergents.

Competitive Landscape

Procter & Gamble was the clear leader in laundry care throughout the review period and in 2014 the company accounted for 38% of total retail value sales in the category. The company was one of the first multinational players to enter laundry care in Russia and it thus benefits from its well-established brands and strong consumer trust. The company’s Ariel and Tide brands remained the most popular brands in laundry care in Russia at the end of the review period. Procter & Gamble invests heavily in frequent advertising campaigns and some sources have named it as the highest spender on television advertising in Russia at the end of the review period. In 2014, company’s advertising activities were especially strong for its recently launched liquid tablet detergents.

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Industry Prospects

Laundry care is expected to record a steady performance over the forecast period despite the anticipated deterioration of the economic situation in Russia. This slowdown in growth in real incomes is set to ensure that price-sensitive consumers become more prudent, partly shifting away from mid-priced brands to economy brands. At the same time, middle-income and high-income consumers who demand products with value-added features are unlikely to be affected by economic deterioration and for this reason more expensive brands will continue to drive growth in niche categories. In general, the minimal growth expected in real income levels is unlikely to be reflected in a significant weakening of consumer demand for laundry care, but through a gradual shift towards more affordable products in the mass segment.

Report Overview

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.

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 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:

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