Retail value sales speed up during 2010
The ongoing influx of new economy and standard-priced brands prevented substantial unit price increases in home care during 2010 and extended the range of product available.
Azerbaijan’s increasingly price sensitive consumers remained unwilling to switch to more expensive home care brands, eschewing innovative products for more basic alternatives. However, an increasing number of Azeri consumers seemed keener on maintaining the living standards to which they had become accustomed during the period immediately preceding the global economic crisis, and home care products benefited from this trend during 2010.
Browse All : Market Research Report
Inevitable price increases place pressure on consumer confidence
Towards the end of review period, the growing popularity of task-specific home care products with value added properties was fuelled by the rising demand for more convenient and effective products. Consumer interest in automatic detergents increased during 2010 in line with the improved penetration of washing machines and dishwashers in Azerbaijan and various in-store promotional campaigns. Consumer attitudes towards task-specific home care products continued to shift during 2010 as Azerbaijanis were encouraged to forget the austerity resulting from the global economic crisis, at least for a while.
Multinationals continue to lead home care in Azerbaijan
Despite the high penetration of domestic products in home care in Azerbaijan, multinational players continued to lead home care in Azerbaijan during 2010. Procter & Gamble, Henkel, Unilever, SC Johnson & Son and Reckitt Benckiser remained the leading international players, and all of these companies maintained a strong presence in home care in Azerbaijan during 2010. Those strong multinationals have established themselves strongly in the country by offering a wide range of products which are supported by aggressive advertising. This has led to a high level of brand recognition among home care consumers in Azerbaijan. Furthermore, in 2010, the competitive landscape in home care in Azerbaijan continued to be shaped by the activities of other several international players from Russia, Turkey, Ukraine, Bulgaria, Poland and Germany. Domestic companies AzerPak MMC, Kuguar MMC, Zaman Muessissesi and Ilkin-A MMC continued to attempt to enlarge their value shares in home care by developing new formulations and fragrances. Domestic home care players continued to focus on being more innovative, copying the developments of multinationals throughout 2010.
Grocery retailers among the key distribution channels in 2010
Azerbaijani consumers typically purchase their home care products through a range of distribution channels including independent small grocers, supermarkets/hypermarkets, kiosks, health and beauty retailers and outdoor markets. In the country’s big cities, supermarkets/hypermarkets are promoted as retail outlets which offer a wide variety of home care options at competitive prices which offer added convenience. In a number of outlets, supermarkets/hypermarkets remain the only channel through which consumers can expect to find premium home care brands.
Good constant value sales prospects for home care during the forecast period
Over the forecast period, home care in Azerbaijan is expected to feature a number of categories with high constant value sales, especially laundry care, polishes, surface care and toilet care. Home care in Azerbaijan will continue comprising products which are an indispensable part of daily life in the majority of Azerbaijani households. This performance will be driven by Azeris becoming increasingly concerned about hygiene and sanitation, which will further fuel demand for home care products. This trend bodes well for on-going strong growth in task-specific home care products. Multinational companies will continue to lead home care in Azerbaijan over the forecast period.
Table of Contents
Home Care in Azerbaijan – Industry Overview
EXECUTIVE SUMMARY
Retail value sales speed up during 2010
Inevitable price increases place pressure on consumer confidence
Multinationals continue to lead home care in Azerbaijan
Grocery retailers among the key distribution channels in 2010
Good constant value sales prospects for home care during the forecast period
Retail value sales speed up during 2010
Inevitable price increases place pressure on consumer confidence
Multinationals continue to lead home care in Azerbaijan
Grocery retailers among the key distribution channels in 2010
Good constant value sales prospects for home care during the forecast period
MARKET INDICATORS
Table 1 Households 2005-2010
Table 1 Households 2005-2010
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2005-2010
Table 3 Sales of Home Care by Category: % Value Growth 2005-2010
Table 4 Home Care Company Shares 2006-2010
Table 5 Home Care Brand Shares 2007-2010
Table 6 Sales of Home Care by Distribution Format: % Analysis 2005-2010
Table 7 Sales of Home Care by Category and Distribution Format: % Analysis 2010
Table 8 Forecast Sales of Home Care by Category: Value 2010-2015
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2010-2015
Table 2 Sales of Home Care by Category: Value 2005-2010
Table 3 Sales of Home Care by Category: % Value Growth 2005-2010
Table 4 Home Care Company Shares 2006-2010
Table 5 Home Care Brand Shares 2007-2010
Table 6 Sales of Home Care by Distribution Format: % Analysis 2005-2010
Table 7 Sales of Home Care by Category and Distribution Format: % Analysis 2010
Table 8 Forecast Sales of Home Care by Category: Value 2010-2015
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2010-2015
DEFINITIONS
Summary 1 Research Sources
Home Care in Azerbaijan – Company Profiles
Atropatena Ltd in Home Care (Azerbaijan)
Summary 1 Research Sources
Home Care in Azerbaijan – Company Profiles
Atropatena Ltd in Home Care (Azerbaijan)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Atropatena Ltd: Competitive Position 2010
AzerPak MMC in Home Care (Azerbaijan)
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Atropatena Ltd: Competitive Position 2010
AzerPak MMC in Home Care (Azerbaijan)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 AzerPak MMC: Competitive Position 2010
Improtex DC in Home Care (Azerbaijan)
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 AzerPak MMC: Competitive Position 2010
Improtex DC in Home Care (Azerbaijan)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Improtex DC: Competitive Position 2010
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Improtex DC: Competitive Position 2010
Air Care in Azerbaijan – Category Analysis
HEADLINES
HEADLINES
TRENDS
The major trend in air care in Azerbaijan during 2010 was the rising interest in more versatile products. While many Azeri people consider air care products to be unhealthy, some are showing more interest in more convenient and longer-lasting air care products. The advent of decorative air care products is boosting the appeal of air care, mainly among young working women, who are the main targets of air care advertising. Taking full advantage of its first mover advantage, Azerbaijan’s most popular direct selling company, Oriflame, entered air care towards the end of review period by introducing standard spray/aerosol air fresheners and candle air fresheners under the Oriflame Home Collection brand. Oriflame’s beauty and personal care products are well known among the Azerbaijani population as the brand has been present in Azerbaijan for a very long time, which makes Oriflame’s air care products attractive in terms of convenience and economy.
The major trend in air care in Azerbaijan during 2010 was the rising interest in more versatile products. While many Azeri people consider air care products to be unhealthy, some are showing more interest in more convenient and longer-lasting air care products. The advent of decorative air care products is boosting the appeal of air care, mainly among young working women, who are the main targets of air care advertising. Taking full advantage of its first mover advantage, Azerbaijan’s most popular direct selling company, Oriflame, entered air care towards the end of review period by introducing standard spray/aerosol air fresheners and candle air fresheners under the Oriflame Home Collection brand. Oriflame’s beauty and personal care products are well known among the Azerbaijani population as the brand has been present in Azerbaijan for a very long time, which makes Oriflame’s air care products attractive in terms of convenience and economy.
COMPETITIVE LANDSCAPE
SC Johnson & Son Inc remains the leading player in air care in Azerbaijan through its Glade and Oust brands, which combined accounted for 31% of total air care retail value sales in 2010. The company was active in shaping a strong image for its Glade range of air care products throughout the year. Television spots and other forms of advertising have been used to promote Glade for many years. Following in second position in 2010 was Reckitt Benckiser Plc, which held a 22% value share through its Air Wick brand, although it experienced a slight decline in value share during 2010, largely due to ongoing price promotional campaigns. Year-round television advertising, price promotions and two refills together at a discounted price—which was a strategy employed in 2010 by both SC Johnson & Son Inc’s Glade brand and Reckitt Benckiser’s Air Wick brand—boosted the awareness of both of these leading brands. In addition, these two companies each invest heavily in research and development activities.
SC Johnson & Son Inc remains the leading player in air care in Azerbaijan through its Glade and Oust brands, which combined accounted for 31% of total air care retail value sales in 2010. The company was active in shaping a strong image for its Glade range of air care products throughout the year. Television spots and other forms of advertising have been used to promote Glade for many years. Following in second position in 2010 was Reckitt Benckiser Plc, which held a 22% value share through its Air Wick brand, although it experienced a slight decline in value share during 2010, largely due to ongoing price promotional campaigns. Year-round television advertising, price promotions and two refills together at a discounted price—which was a strategy employed in 2010 by both SC Johnson & Son Inc’s Glade brand and Reckitt Benckiser’s Air Wick brand—boosted the awareness of both of these leading brands. In addition, these two companies each invest heavily in research and development activities.
PROSPECTS
Over the forecast period, innovations in air care will focus on aerosol-free and propellant-free products with improved fragrance longevity which can also be used for fabric furniture as well as being sprayed into the air. These developments are expected to become evident as early as 2011. The main drivers of innovation in air care are expected to be launched by well-established operators such as Reckitt Benckiser and SC Johnson & Son Inc through their respective Air Wick and Glade brands. Furthermore, it is expected that new packaging formats such as transparent bottles with trigger spray devices will appear in air care in Azerbaijan during the first half of the forecast period.
Over the forecast period, innovations in air care will focus on aerosol-free and propellant-free products with improved fragrance longevity which can also be used for fabric furniture as well as being sprayed into the air. These developments are expected to become evident as early as 2011. The main drivers of innovation in air care are expected to be launched by well-established operators such as Reckitt Benckiser and SC Johnson & Son Inc through their respective Air Wick and Glade brands. Furthermore, it is expected that new packaging formats such as transparent bottles with trigger spray devices will appear in air care in Azerbaijan during the first half of the forecast period.
CATEGORY DATA
Table 10 Sales of Air Care by Category: Value 2005-2010
Table 11 Sales of Air Care by Category: % Value Growth 2005-2010
Table 12 Air Care Company Shares 2006-2010
Table 13 Air Care Brand Shares 2007-2010
Table 14 Forecast Sales of Air Care by Category: Value 2010-2015
Table 15 Forecast Sales of Air Care by Category: % Value Growth 2010-2015
Table 10 Sales of Air Care by Category: Value 2005-2010
Table 11 Sales of Air Care by Category: % Value Growth 2005-2010
Table 12 Air Care Company Shares 2006-2010
Table 13 Air Care Brand Shares 2007-2010
Table 14 Forecast Sales of Air Care by Category: Value 2010-2015
Table 15 Forecast Sales of Air Care by Category: % Value Growth 2010-2015
Bleach in Azerbaijan – Category Analysis
HEADLINES
TRENDS
Bleach in Azerbaijan continued to register positive growth in 2010 due to the increasing number of bleach brands available. Many Azeri consumers believe that chlorine bleach provides superior levels of hygiene than alternative home care products. However, many Azeri consumers are becoming increasingly concerned about using home care products which contain chlorine as an ingredient, such as bathroom cleaners, toilet care and colour-safe laundry bleach, because find chlorine as harmful product for their skin.
TRENDS
Bleach in Azerbaijan continued to register positive growth in 2010 due to the increasing number of bleach brands available. Many Azeri consumers believe that chlorine bleach provides superior levels of hygiene than alternative home care products. However, many Azeri consumers are becoming increasingly concerned about using home care products which contain chlorine as an ingredient, such as bathroom cleaners, toilet care and colour-safe laundry bleach, because find chlorine as harmful product for their skin.
COMPETITIVE LANDSCAPE
Al-Afrah Detergents East Syria continued to lead bleach in Azerbaijan in 2010 with a 40% value share achieved through its Alafrah Bleacher brand. The company continues to benefit from the wide distribution coverage and low unit price of its Alafrah Bleacher brand, which makes it very popular.
Al-Afrah Detergents East Syria continued to lead bleach in Azerbaijan in 2010 with a 40% value share achieved through its Alafrah Bleacher brand. The company continues to benefit from the wide distribution coverage and low unit price of its Alafrah Bleacher brand, which makes it very popular.
PROSPECTS
Over the forecast period, bleach in Azerbaijan is expected to continue being positioned mostly for use as a laundry care product. The leading producers are expected to continue launching new value-added products with new fragrances and organic raw materials in a bid to fuel further growth in the category.
Over the forecast period, bleach in Azerbaijan is expected to continue being positioned mostly for use as a laundry care product. The leading producers are expected to continue launching new value-added products with new fragrances and organic raw materials in a bid to fuel further growth in the category.
CATEGORY DATA
Table 16 Sales of Bleach: Value 2005-2010
Table 17 Sales of Bleach: % Value Growth 2005-2010
Table 18 Bleach Company Shares 2006-2010
Table 19 Bleach Brand Shares 2007-2010
Table 20 Forecast Sales of Bleach: Value 2010-2015
Table 21 Forecast Sales of Bleach: % Value Growth 2010-2015
Table 16 Sales of Bleach: Value 2005-2010
Table 17 Sales of Bleach: % Value Growth 2005-2010
Table 18 Bleach Company Shares 2006-2010
Table 19 Bleach Brand Shares 2007-2010
Table 20 Forecast Sales of Bleach: Value 2010-2015
Table 21 Forecast Sales of Bleach: % Value Growth 2010-2015
Dishwashing in Azerbaijan – Category Analysis
HEADLINES
TRENDS
The most notable trend in dishwashing in 2010 was the rising demand for value-added properties in existing products as Azerbaijanis sought more practicality and convenience in their dishwashing products. Features such as glass and silver protection and cold wash formulas continued to stimulate demand during 2010. Dermatologically safe products also entered hand dishwashing in 2010, including Werner & Mertz GmbH’s Frosch Dishwashing Pearl Vitamin and Frosch Soda Dishwashing Liquid.
TRENDS
The most notable trend in dishwashing in 2010 was the rising demand for value-added properties in existing products as Azerbaijanis sought more practicality and convenience in their dishwashing products. Features such as glass and silver protection and cold wash formulas continued to stimulate demand during 2010. Dermatologically safe products also entered hand dishwashing in 2010, including Werner & Mertz GmbH’s Frosch Dishwashing Pearl Vitamin and Frosch Soda Dishwashing Liquid.
COMPETITIVE LANDSCAPE
Henkel KGaA retained its leadership in dishwashing in Azerbaijan during 2010, with a value share of 27%. The company’s Pril brand enjoys high consumer recognition thanks to various formulation sub-brands such as Pril Power Antijir and Pril Balzam, which are available in different package sizes of 500ml and 1-litre. Henkel has managed to maintain its dominance by focusing mainly on developing its hand dishwashing products.
Henkel KGaA retained its leadership in dishwashing in Azerbaijan during 2010, with a value share of 27%. The company’s Pril brand enjoys high consumer recognition thanks to various formulation sub-brands such as Pril Power Antijir and Pril Balzam, which are available in different package sizes of 500ml and 1-litre. Henkel has managed to maintain its dominance by focusing mainly on developing its hand dishwashing products.
PROSPECTS
Over the forecast period, developments in dishwashing in Azerbaijan will be driven by new fragrance variants such as avocado and almond extract, while gel and/or balsam formats will become more popular as these are considered to be kinder to the skin. Previously launched dishwashing variants with aromatherapy and fresh fragrances are expected to be re-launched over the forecast period as consumers will seek relaxing and refreshing fragrances and properties in their dishwashing products.
Over the forecast period, developments in dishwashing in Azerbaijan will be driven by new fragrance variants such as avocado and almond extract, while gel and/or balsam formats will become more popular as these are considered to be kinder to the skin. Previously launched dishwashing variants with aromatherapy and fresh fragrances are expected to be re-launched over the forecast period as consumers will seek relaxing and refreshing fragrances and properties in their dishwashing products.
CATEGORY INDICATORS
Table 22 Household Penetration of Dishwashers 2005-2010
Table 22 Household Penetration of Dishwashers 2005-2010
CATEGORY DATA
Table 23 Sales of Dishwashing by Category: Value 2005-2010
Table 24 Sales of Dishwashing by Category: % Value Growth 2005-2010
Table 25 Dishwashing Company Shares 2006-2010
Table 26 Dishwashing Brand Shares 2007-2010
Table 27 Forecast Sales of Dishwashing by Category: Value 2010-2015
Table 28 Forecast Sales of Dishwashing by Category: % Value Growth 2010-2015
Table 23 Sales of Dishwashing by Category: Value 2005-2010
Table 24 Sales of Dishwashing by Category: % Value Growth 2005-2010
Table 25 Dishwashing Company Shares 2006-2010
Table 26 Dishwashing Brand Shares 2007-2010
Table 27 Forecast Sales of Dishwashing by Category: Value 2010-2015
Table 28 Forecast Sales of Dishwashing by Category: % Value Growth 2010-2015
Insecticides in Azerbaijan – Category Analysis
HEADLINES
TRENDS
Demand for more convenient, longer lasting, and less hazardous insecticides continued to increase in Azerbaijan during 2010. For large groups of the country’s consumers, quality remained the most important factor when choosing insecticides, especially crawling insects such as cockroaches as cockroaches are considered to be the most disgusting types of pests which can invade one’s home.
TRENDS
Demand for more convenient, longer lasting, and less hazardous insecticides continued to increase in Azerbaijan during 2010. For large groups of the country’s consumers, quality remained the most important factor when choosing insecticides, especially crawling insects such as cockroaches as cockroaches are considered to be the most disgusting types of pests which can invade one’s home.
COMPETITIVE LANDSCAPE
Arnest OAO continued to lead insecticides in Azerbaijan during 2010 with a 20% value share due to the enduring popularity of its Dikhlofos, Armol, Lira and Uboinaya Sila brands.
Arnest OAO continued to lead insecticides in Azerbaijan during 2010 with a 20% value share due to the enduring popularity of its Dikhlofos, Armol, Lira and Uboinaya Sila brands.
PROSPECTS
Insecticides in Azerbaijan is expected to increase in constant value at a CAGR of 6% over the forecast period, which is set to be faster than the 1% constant value CAGR recorded during the review period. Sales of insecticides will be fuelled during the forecast period by the rising demand for insecticides which are produced from non-hazardous components and materials and which provide long-lasting and effective protection from insects. It is also expected that Azeri consumers will continue to shift towards more convenient and sophisticated insecticides such as electric insecticides, insecticide baits and traditional spray/aerosol insecticides.
Insecticides in Azerbaijan is expected to increase in constant value at a CAGR of 6% over the forecast period, which is set to be faster than the 1% constant value CAGR recorded during the review period. Sales of insecticides will be fuelled during the forecast period by the rising demand for insecticides which are produced from non-hazardous components and materials and which provide long-lasting and effective protection from insects. It is also expected that Azeri consumers will continue to shift towards more convenient and sophisticated insecticides such as electric insecticides, insecticide baits and traditional spray/aerosol insecticides.
CATEGORY DATA
Table 29 Sales of Insecticides by Category: Value 2005-2010
Table 30 Sales of Insecticides by Category: % Value Growth 2005-2010
Table 31 Insecticides Company Shares 2006-2010
Table 32 Insecticides Brand Shares 2007-2010
Table 33 Forecast Sales of Insecticides by Category: Value 2010-2015
Table 34 Forecast Sales of Insecticides by Category: % Value Growth 2010-2015
Table 29 Sales of Insecticides by Category: Value 2005-2010
Table 30 Sales of Insecticides by Category: % Value Growth 2005-2010
Table 31 Insecticides Company Shares 2006-2010
Table 32 Insecticides Brand Shares 2007-2010
Table 33 Forecast Sales of Insecticides by Category: Value 2010-2015
Table 34 Forecast Sales of Insecticides by Category: % Value Growth 2010-2015
Laundry Care in Azerbaijan – Category Analysis
HEADLINES
TRENDS
Towards the end of review period, laundry care in Azerbaijan was marked by the rising popularity of products which offer enhanced softening claims and fragrance longevity. These products were generally offered as new modified extensions of well-established brands such as Ariel 100% Etalon, Persil Gold Vernel Scan System Sorti Avtomat Intelletest, Bingo Avtomat Soda Effect.
TRENDS
Towards the end of review period, laundry care in Azerbaijan was marked by the rising popularity of products which offer enhanced softening claims and fragrance longevity. These products were generally offered as new modified extensions of well-established brands such as Ariel 100% Etalon, Persil Gold Vernel Scan System Sorti Avtomat Intelletest, Bingo Avtomat Soda Effect.
COMPETITIVE LANDSCAPE
Procter & Gamble maintained its strong lead in laundry care in Azerbaijan in 2010, accounting for 44% of total laundry care value sales. The company’s value share increased marginally during 2010. Procter & Gamble’s success in laundry care in Azerbaijan can be attributed to its wide product range, constant experimentation with the formulations of its products, its well developed brand portfolio and its huge investment in advertising. The company’s Ariel brand accounted for 12% of total laundry care value sales in 2010, while its Tide brand accounted for 9% and Bonux a further 7%. Procter & Gamble supports all of these brands with regular new product launches and strong marketing campaigns. Procter & Gamble was followed in second position by Henkel with a value share of 26%, while Unilever Group held third position with an 11% value share.
Procter & Gamble maintained its strong lead in laundry care in Azerbaijan in 2010, accounting for 44% of total laundry care value sales. The company’s value share increased marginally during 2010. Procter & Gamble’s success in laundry care in Azerbaijan can be attributed to its wide product range, constant experimentation with the formulations of its products, its well developed brand portfolio and its huge investment in advertising. The company’s Ariel brand accounted for 12% of total laundry care value sales in 2010, while its Tide brand accounted for 9% and Bonux a further 7%. Procter & Gamble supports all of these brands with regular new product launches and strong marketing campaigns. Procter & Gamble was followed in second position by Henkel with a value share of 26%, while Unilever Group held third position with an 11% value share.
PROSPECTS
Laundry care is expected to increase in constant value at a CAGR of 2% over the forecast period, rising to AZN109 million by 2015. The growing penetration of automatic washing machines, rapid urbanisation and the increasing interest of younger consumers in laundry care products, especially added-value products, will continue to drive value growth in laundry care over the forecast period.
Laundry care is expected to increase in constant value at a CAGR of 2% over the forecast period, rising to AZN109 million by 2015. The growing penetration of automatic washing machines, rapid urbanisation and the increasing interest of younger consumers in laundry care products, especially added-value products, will continue to drive value growth in laundry care over the forecast period.
CATEGORY INDICATORS
Table 35 Household Penetration of Washing Machines 2005-2010
Table 35 Household Penetration of Washing Machines 2005-2010
CATEGORY DATA
Table 36 Sales of Laundry Care by Category: Value 2005-2010
Table 37 Sales of Laundry Care by Category: % Value Growth 2005-2010
Table 38 Sales of Laundry Aids by Category: Value 2005-2010
Table 39 Sales of Laundry Aids by Category: % Value Growth 2005-2010
Table 40 Sales of Laundry Detergents by Category: Value 2005-2010
Table 41 Sales of Laundry Detergents by Category: % Value Growth 2005-2010
Table 42 Laundry Care Company Shares 2006-2010
Table 43 Laundry Care Brand Shares 2007-2010
Table 44 Laundry Aids Company Shares 2006-2010
Table 45 Laundry Aids Brand Shares 2007-2010
Table 46 Laundry Detergents Company Shares 2006-2010
Table 47 Laundry Detergents Brand Shares 2007-2010
Table 48 Forecast Sales of Laundry Care by Category: Value 2010-2015
Table 49 Forecast Sales of Laundry Care by Category: % Value Growth 2010-2015
Table 36 Sales of Laundry Care by Category: Value 2005-2010
Table 37 Sales of Laundry Care by Category: % Value Growth 2005-2010
Table 38 Sales of Laundry Aids by Category: Value 2005-2010
Table 39 Sales of Laundry Aids by Category: % Value Growth 2005-2010
Table 40 Sales of Laundry Detergents by Category: Value 2005-2010
Table 41 Sales of Laundry Detergents by Category: % Value Growth 2005-2010
Table 42 Laundry Care Company Shares 2006-2010
Table 43 Laundry Care Brand Shares 2007-2010
Table 44 Laundry Aids Company Shares 2006-2010
Table 45 Laundry Aids Brand Shares 2007-2010
Table 46 Laundry Detergents Company Shares 2006-2010
Table 47 Laundry Detergents Brand Shares 2007-2010
Table 48 Forecast Sales of Laundry Care by Category: Value 2010-2015
Table 49 Forecast Sales of Laundry Care by Category: % Value Growth 2010-2015
Polishes in Azerbaijan – Category Analysis
HEADLINES
TRENDS
Towards the end of review period, Azeri consumers turned to multi-purpose surface care solutions in search of effective and cheap options to more expensive task-specific solutions. Among recent trends in shoe polish is the growth in popularity of sponges soaked with neutral colour polish, which allows consumers to polish shoes without a necessity of use several different products, a shoe cream and velvet fabric to polish a shoe.
TRENDS
Towards the end of review period, Azeri consumers turned to multi-purpose surface care solutions in search of effective and cheap options to more expensive task-specific solutions. Among recent trends in shoe polish is the growth in popularity of sponges soaked with neutral colour polish, which allows consumers to polish shoes without a necessity of use several different products, a shoe cream and velvet fabric to polish a shoe.
COMPETITIVE LANDSCAPE
Shoe polish manufacturer Cigir Kimya AS led polishes in 2010 with a 32% value share, followed by SC Johnson & Son Inc with a 29% value share and Empa Kimya TM with a 15% value share.
Shoe polish manufacturer Cigir Kimya AS led polishes in 2010 with a 32% value share, followed by SC Johnson & Son Inc with a 29% value share and Empa Kimya TM with a 15% value share.
PROSPECTS
Over the forecast period, the rising demand for more sophisticated task-specific polishes is likely to boost growth in polishes. Therefore, the most important growth drivers are expected to be new product developments, especially in floor polish and furniture polish, as more Azeri people are expected to switch to wood flooring.
Over the forecast period, the rising demand for more sophisticated task-specific polishes is likely to boost growth in polishes. Therefore, the most important growth drivers are expected to be new product developments, especially in floor polish and furniture polish, as more Azeri people are expected to switch to wood flooring.
CATEGORY DATA
Table 50 Sales of Polishes by Category: Value 2005-2010
Table 51 Sales of Polishes by Category: % Value Growth 2005-2010
Table 52 Polishes Company Shares 2006-2010
Table 53 Polishes Brand Shares 2007-2010
Table 54 Forecast Sales of Polishes by Category: Value 2010-2015
Table 55 Forecast Sales of Polishes by Category: % Value Growth 2010-2015
Table 50 Sales of Polishes by Category: Value 2005-2010
Table 51 Sales of Polishes by Category: % Value Growth 2005-2010
Table 52 Polishes Company Shares 2006-2010
Table 53 Polishes Brand Shares 2007-2010
Table 54 Forecast Sales of Polishes by Category: Value 2010-2015
Table 55 Forecast Sales of Polishes by Category: % Value Growth 2010-2015
Surface Care in Azerbaijan – Category Analysis
HEADLINES
TRENDS
Surface care in Azerbaijan was subject to greater demand for versatility towards the end of review period. On one hand, consumers—especially low-income consumers—sought to make savings on each and every surface care purchase, which led to higher demand for task-specific products. On the other hand, the variety of different surfaces within a single household continued to boost the popularity of multi-purpose brands, which created higher demand for better price/quality ratios.
TRENDS
Surface care in Azerbaijan was subject to greater demand for versatility towards the end of review period. On one hand, consumers—especially low-income consumers—sought to make savings on each and every surface care purchase, which led to higher demand for task-specific products. On the other hand, the variety of different surfaces within a single household continued to boost the popularity of multi-purpose brands, which created higher demand for better price/quality ratios.
COMPETITIVE LANDSCAPE
Procter & Gamble was the leading player in surface care in Azerbaijan during 2010 with a value share of 22%. Procter & Gamble is the company behind some of the strongest brands in surface care such as Comet and Mr Proper multi-purpose cleaners, both of which are heavily advertised on Azeri television. The high level of advertising and promotion undertaken for these brands continues to boost their performance in surface care. Followed in second position in 2010 was SC Johnson & Son Inc with a 22% value share achieved through its Mr Muscle brand, while Unilever Group was third with a 13% value share achieved through its Domestos brand. The success of these companies in surface care can be attributed to the fact that they offer wide product portfolios, are able to invest large sums in advertising and promotion and have nationwide distribution coverage.
Procter & Gamble was the leading player in surface care in Azerbaijan during 2010 with a value share of 22%. Procter & Gamble is the company behind some of the strongest brands in surface care such as Comet and Mr Proper multi-purpose cleaners, both of which are heavily advertised on Azeri television. The high level of advertising and promotion undertaken for these brands continues to boost their performance in surface care. Followed in second position in 2010 was SC Johnson & Son Inc with a 22% value share achieved through its Mr Muscle brand, while Unilever Group was third with a 13% value share achieved through its Domestos brand. The success of these companies in surface care can be attributed to the fact that they offer wide product portfolios, are able to invest large sums in advertising and promotion and have nationwide distribution coverage.
PROSPECTS
The rising demand for specialised surface care products which developed during the review period is expected to continue over the forecast period. Ongoing improvements in overall hygiene standards in Azeri homes and rising health awareness will drive growth in bathroom cleaners, window/glass cleaners, kitchen cleaners and oven cleaners over the forecast period.
The rising demand for specialised surface care products which developed during the review period is expected to continue over the forecast period. Ongoing improvements in overall hygiene standards in Azeri homes and rising health awareness will drive growth in bathroom cleaners, window/glass cleaners, kitchen cleaners and oven cleaners over the forecast period.
CATEGORY DATA
Table 56 Sales of Surface Care by Category: Value 2005-2010
Table 57 Sales of Surface Care by Category: % Value Growth 2005-2010
Table 58 Sales of Household Care Wipes and Floor Cleaning Systems by Category: Value 2007-2009
Table 59 Sales of Household Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2007-2009
Table 60 Surface Care Company Shares 2006-2010
Table 61 Surface Care Brand Shares 2007-2010
Table 62 Forecast Sales of Surface Care by Category: Value 2010-2015
Table 63 Forecast Sales of Surface Care by Category: % Value Growth 2010-2015
Table 56 Sales of Surface Care by Category: Value 2005-2010
Table 57 Sales of Surface Care by Category: % Value Growth 2005-2010
Table 58 Sales of Household Care Wipes and Floor Cleaning Systems by Category: Value 2007-2009
Table 59 Sales of Household Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2007-2009
Table 60 Surface Care Company Shares 2006-2010
Table 61 Surface Care Brand Shares 2007-2010
Table 62 Forecast Sales of Surface Care by Category: Value 2010-2015
Table 63 Forecast Sales of Surface Care by Category: % Value Growth 2010-2015
Toilet Care in Azerbaijan – Category Analysis
HEADLINES
TRENDS
The prevailing trend in toilet care in Azerbaijan during 2010 was the sustained interest in in-cistern devices, toilet liquids and ITBs as health and hygiene awareness fuelled the increasing demand for these products. However, only those products which have added functionality such as pleasant and powerful deodorising aromas and anti-bacterial features were in high demand among Azeri consumers.
TRENDS
The prevailing trend in toilet care in Azerbaijan during 2010 was the sustained interest in in-cistern devices, toilet liquids and ITBs as health and hygiene awareness fuelled the increasing demand for these products. However, only those products which have added functionality such as pleasant and powerful deodorising aromas and anti-bacterial features were in high demand among Azeri consumers.
COMPETITIVE LANDSCAPE
SC Johnson & Son led toilet care in 2010 with a 47% value share due to the popularity of its Tualetniy Utenok brand. Unilever Group held second position with a 15% value share through its Domestos brand, while Reckitt Benckiser Plc followed with a 12% value share due achieved through its Cillit brand.
SC Johnson & Son led toilet care in 2010 with a 47% value share due to the popularity of its Tualetniy Utenok brand. Unilever Group held second position with a 15% value share through its Domestos brand, while Reckitt Benckiser Plc followed with a 12% value share due achieved through its Cillit brand.
PROSPECTS
Increasing demand for stronger toilet care products will result in rising sales for power cleaning products over the forecast period. Fragrance will continue to be the key driver behind the positive performance of toilet care products. During the forecast period, the most important developments in toilet care will revolve around fragrances and higher levels of sophistication in terms of application. Formulas which preserve fragrances for hours after flushing will also be popular.
Increasing demand for stronger toilet care products will result in rising sales for power cleaning products over the forecast period. Fragrance will continue to be the key driver behind the positive performance of toilet care products. During the forecast period, the most important developments in toilet care will revolve around fragrances and higher levels of sophistication in terms of application. Formulas which preserve fragrances for hours after flushing will also be popular.
CATEGORY DATA
Table 64 Sales of Toilet Care by Category: Value 2005-2010
Table 65 Sales of Toilet Care by Category: % Value Growth 2005-2010
Table 66 Toilet Care Company Shares 2006-2010
Table 67 Toilet Care Brand Shares 2007-2010
Table 68 Forecast Sales of Toilet Care by Category: Value 2010-2015
Table 69 Forecast Sales of Toilet Care by Category: % Value Growth 2010-2015
Table 64 Sales of Toilet Care by Category: Value 2005-2010
Table 65 Sales of Toilet Care by Category: % Value Growth 2005-2010
Table 66 Toilet Care Company Shares 2006-2010
Table 67 Toilet Care Brand Shares 2007-2010
Table 68 Forecast Sales of Toilet Care by Category: Value 2010-2015
Table 69 Forecast Sales of Toilet Care by Category: % Value Growth 2010-2015
Latest Market Research Reports:
- The Outlook for Pharmaceuticals in North East Asia
- Emerging Drug Delivery Technologies & Strategies – Players, Pipelines & Partnerships
- Concentrating Solar (CSP) Market
- Western European Disposable Gloves Market
- World Dynamic Publishing Solutions Market
- U.S. Department of Defense: Unmanned Aircraft System Ground Control Stations and Data Links
- An Executive Analysis on Passenger Rail Rolling Stock and Seating Systems Market in the U.S.
About Us:
ReportsnReports is an online library of over 75,000 market research reports and in-depth market research studies & analysis of over 5000 micro markets. We provide 24/7 online and offline support to our customers. Get in touch with us for your needs of market research reports.
Follow us on Twitter: http://twitter.com/marketsreports
Our Facebook Page: http://www.facebook.com/pages/ReportsnReports/191441427571689
Contact:
Mr. Priyank
7557 Rambler road,
Suite 727, Dallas, TX 75231
Tel: + 1 888 391 5441
E-mail: sales@reportsandreports.com
http://www.reportsnreports.com
No comments:
Post a Comment