Household Products Market in Eastern Europe to 2014

Introduction

This databook provides key data and information on the household products market covering 13 countries in Eastern Europe. This report is a comprehensive resource for market, category and segment level data including value, volume, distribution and company share. This report also provides expenditure and consumption data for the historic and forecast periods.

Scope

*Provides information on ten key categories within the household products market

*Market, category and segment level information on value and volume with historic (2004-09) and forecast (2010-14) data

*Category level company share as well as distribution share information for 2008 and 2009

*Review of the top two companies within the household products market, including company overview, key facts and business description

Highlights

The market for household products in Eastern Europe increased at a compound annual growth rate of 4.5% between 2004 and 2009.

The textile washing products category led the household products market in Eastern Europe, accounting for a share of 48.9%.

The leading players in the Eastern European household products market include Procter & Gamble Company, The, Henkel KGaA and Reckitt Benckiser PLC.

Reasons to Purchase

*Develop business strategies by understanding the quantitative trends within the household products market in Eastern Europe

*Design effective marketing and sales strategies by identifying key market categories and segments

*Identify key players within the market to plan lucrative M&A, partnerships and agreements

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TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: household products 2
Summary category level: air fresheners 3
Summary category level: furniture and floor polish 4
Summary category level: bleach 5
Summary category level: dishwashing products 6
Summary category level: general purpose cleaners 7
Summary category level: insecticides 8
Summary category level: textile washing products 9
Summary category level: scouring products 10
Summary category level: paper products 11
Summary category level: toilet care 12
Chapter 2 Introduction 13
What is this report about? 13
How to use this report 13
Market definition 14
Chapter 3 Overview 34
Value Analysis 34
Volume Analysis 36
Chapter 4 Eastern Europe Household Products: Market Overview 38
Value analysis (US Dollar), 2004?09 38
Value analysis (US Dollar), 2009?14 40
Volume analysis, 2004?09 42
Volume analysis, 2009?14 43
Company share analysis 46
Distribution analysis 49
Expenditure and consumption per capita 51
Chapter 5 Leading Company Profiles 55
The Procter & Gamble Company 55
Henkel AG & Co. KGaA 57
Chapter 6 Category Analysis: Air Fresheners 59
Value analysis (US Dollar), 2004?09 59
Value analysis (US Dollar), 2009?14 60
Volume analysis, 2004?09 62
Volume analysis, 2009?14 63
Company share analysis 65
Distribution analysis 68
Expenditure and consumption per capita 70
Chapter 7 Category Analysis: Furniture and Floor Polish 73
Value analysis (US Dollar), 2004?09 73
Value analysis (US Dollar), 2009?14 74
Volume analysis, 2004?09 76
Volume analysis, 2009?14 77
Company share analysis 79
Distribution analysis 82
Expenditure and consumption per capita 84
Chapter 8 Category Analysis: Bleach 86
Value analysis (US Dollar), 2004?09 86
Value analysis (US Dollar), 2009?14 87
Volume analysis, 2004?09 89
Volume analysis, 2009?14 90
Company share analysis 92
Distribution analysis 95
Expenditure and consumption per capita 97
Chapter 9 Category Analysis: Dishwashing Products 99
Value analysis (US Dollar), 2004?09 99
Value analysis (US Dollar), 2009?14 100
Volume analysis, 2004?09 102
Volume analysis, 2009?14 103
Company share analysis 105
Distribution analysis 108
Expenditure and consumption per capita 110
Chapter 10 Category Analysis: General Purpose Cleaners 112
Value analysis (US Dollar), 2004?09 112
Value analysis (US Dollar), 2009?14 113
Volume analysis, 2004?09 115
Volume analysis, 2009?14 116
Company share analysis 118
Distribution analysis 121
Expenditure and consumption per capita 123
Chapter 11 Category Analysis: Insecticides 127
Value analysis (US Dollar), 2004?09 127
Value analysis (US Dollar), 2009?14 128
Volume analysis, 2004?09 130
Volume analysis, 2009?14 131
Company share analysis 133
Distribution analysis 136
Expenditure and consumption per capita 138
Chapter 12 Category Analysis: Textile Washing Products 140
Value analysis (US Dollar), 2004?09 140
Value analysis (US Dollar), 2009?14 142
Volume analysis, 2004?09 145
Volume analysis, 2009?14 147
Company share analysis 150
Distribution analysis 153
Expenditure and consumption per capita 155
Chapter 13 Category Analysis: Scouring Products 159
Value analysis (US Dollar), 2004?09 159
Value analysis (US Dollar), 2009?14 160
Volume analysis, 2004?09 162
Volume analysis, 2009?14 163
Company share analysis 165
Distribution analysis 168
Expenditure and consumption per capita 170
Chapter 14 Category Analysis: Paper Products 172
Value analysis (US Dollar), 2004?09 172
Value analysis (US Dollar), 2009?14 173
Volume analysis, 2004?09 175
Volume analysis, 2009?14 176
Company share analysis 178
Distribution analysis 181
Expenditure and consumption per capita 183
Chapter 15 Category Analysis: Toilet Care 185
Value analysis (US Dollar), 2004?09 185
Value analysis (US Dollar), 2009?14 186
Volume analysis, 2004?09 188
Volume analysis, 2009?14 189
Company share analysis 191
Distribution analysis 194
Expenditure and consumption per capita 196
Chapter 16 Research Methodology 198
Methodology overview 198
Secondary research 199
Market modeling 200
Creating an initial data model 200
Revising the initial data model 200
Creating a final estimate 201
Creating demographic value splits 201
Primary research 201
Data finalization 202
Ongoing research 202
Chapter 17 Appendix 203
Future readings 203
How to contact experts in your industry 203
Disclaimer 203

LIST OF FIGURES
Figure 1: Household products, Eastern Europe, value by category ($m), 2004?14 41
Figure 2: Household products, Eastern Europe, volume by category (kg/liters/units, million), 2004?14 45
Figure 3: Household products, Eastern Europe, category growth comparison, by volume, 2004?14 45
Figure 4: Household products, Eastern Europe, company share (top five companies) by value (%), 2008?09 48
Figure 5: Household products, Eastern Europe, distribution channels by value (%), 2008?09 50
Figure 6: Air fresheners, Eastern Europe, value by segment ($m), 2004?14 61
Figure 7: Air fresheners, Eastern Europe, category growth comparison, by value, 2004?14 61
Figure 8: Air fresheners, Eastern Europe, volume by segment (units, million), 2004?14 64
Figure 9: Air fresheners, Eastern Europe, category growth comparison, by volume, 2004?14 64
Figure 10: Air fresheners, Eastern Europe, company share (top five companies) by value (%), 2008?09 67
Figure 11: Air fresheners, Eastern Europe, distribution channels by value (%), 2008?09 69
Figure 12: Furniture and floor polish, Eastern Europe, value by segment ($m), 2004?14 75
Figure 13: Furniture and floor polish, Eastern Europe, category growth comparison, by value, 2004?14 75
Figure 14: Furniture and floor polish, Eastern Europe, volume by segment (units, million), 2004?14 78
Figure 15: Furniture and floor polish, Eastern Europe, category growth comparison, by volume, 2004?14 78
Figure 16: Furniture and floor polish, Eastern Europe, company share (top five companies) by value (%), 2008?09 81
Figure 17: Furniture and floor polish, Eastern Europe, distribution channels by value (%), 2008?09 83
Figure 18: Bleach, Eastern Europe, value by segment ($m), 2004?14 88
Figure 19: Bleach, Eastern Europe, category growth comparison, by value, 2004?14 88
Figure 20: Bleach, Eastern Europe, volume by segment (kg/liters, million), 2004?14 91
Figure 21: Bleach, Eastern Europe, category growth comparison, by volume, 2004?14 91
Figure 22: Bleach, Eastern Europe, company share (top five companies) by value (%), 2008?09 94
Figure 23: Bleach, Eastern Europe, distribution channels by value (%), 2008?09 96
Figure 24: Dishwashing products, Eastern Europe, value by segment ($m), 2004?14 101
Figure 25: Dishwashing products, Eastern Europe, category growth comparison, by value, 2004?14 101
Figure 26: Dishwashing products, Eastern Europe, volume by segment (units, million), 2004?14 104
Figure 27: Dishwashing products, Eastern Europe, category growth comparison, by volume, 2004?14 104
Figure 28: Dishwashing products, Eastern Europe, company share (top five companies) by value (%), 2008?09 107
Figure 29: Dishwashing products, Eastern Europe, distribution channels by value (%), 2008?09 109
Figure 30: General purpose cleaners, Eastern Europe, value by segment ($m), 2004?14 114
Figure 31: General purpose cleaners, Eastern Europe, category growth comparison, by value, 2004?14 114
Figure 32: General purpose cleaners, Eastern Europe, volume by segment (liters, million), 2004?14 117
Figure 33: General purpose cleaners, Eastern Europe, category growth comparison, by volume, 2004?14 117
Figure 34: General purpose cleaners, Eastern Europe, company share (top five companies) by value (%), 2008?09 120
Figure 35: General purpose cleaners, Eastern Europe, distribution channels by value (%), 2008?09 122
Figure 36: Insecticides, Eastern Europe, value by segment ($m), 2004?14 129
Figure 37: Insecticides, Eastern Europe, category growth comparison, by value, 2004?14 129
Figure 38: Insecticides, Eastern Europe, volume by segment (units/liters, million), 2004?14 132
Figure 39: Insecticides, Eastern Europe, category growth comparison, by volume, 2004?14 132
Figure 40: Insecticides, Eastern Europe, company share (top five companies) by value (%), 2008?09 135
Figure 41: Insecticides, Eastern Europe, distribution channels by value (%), 2008?09 137
Figure 42: Textile washing products, Eastern Europe, value by segment ($m), 2004?14 144
Figure 43: Textile washing products, Eastern Europe, category growth comparison, by value, 2004?14 144
Figure 44: Textile washing products, Eastern Europe, volume by segment (units/liters, million), 2004?14 149
Figure 45: Textile washing products, Eastern Europe, company share (top five companies) by value (%), 2008?09 152
Figure 46: Textile washing products, Eastern Europe, distribution channels by value (%), 2008?09 154
Figure 47: Scouring products, Eastern Europe, value by segment ($m), 2004?14 161
Figure 48: Scouring products, Eastern Europe, category growth comparison, by value, 2004?14 161
Figure 49: Scouring products, Eastern Europe, volume by segment (units, million), 2004?14 164
Figure 50: Scouring products, Eastern Europe, category growth comparison, by volume, 2004?14 164
Figure 51: Scouring products, Eastern Europe, company share (top five companies) by value (%), 2008?09 167
Figure 52: Scouring products, Eastern Europe, distribution channels by value (%), 2008?09 169
Figure 53: Paper products, Eastern Europe, value by segment ($m), 2004?14 174
Figure 54: Paper products, Eastern Europe, category growth comparison, by value, 2004?14 174
Figure 55: Paper products, Eastern Europe, volume by segment (units, million), 2004?14 177
Figure 56: Paper products, Eastern Europe, category growth comparison, by volume, 2004?14 177
Figure 57: Paper products, Eastern Europe, company share (top five companies) by value (%), 2008?09 180
Figure 58: Paper products, Eastern Europe, distribution channels by value (%), 2008?09 182
Figure 59: Toilet care, Eastern Europe, value by segment ($m), 2004?14 187
Figure 60: Toilet care, Eastern Europe, category growth comparison, by value, 2004?14 187
Figure 61: Toilet care, Eastern Europe, volume by segment (units, million), 2004?14 190
Figure 62: Toilet care, Eastern Europe, category growth comparison, by volume, 2004?14 190
Figure 63: Toilet care, Eastern Europe, company share (top five companies) by value (%), 2008?09 193
Figure 64: Toilet care, Eastern Europe, distribution channels by value (%), 2008?09 195
Figure 65: Annual data review process 199

LIST OF TABLES
Table 1: Household products category definitions 15
Table 2: Household products distribution channels 18
Table 3: Household products, Eastern Europe, value (country-wise), 2004?09 ($m) 34
Table 4: Household products, Eastern Europe, value (country-wise) forecast, 2009?14 ($m) 35
Table 5: Household products, Eastern Europe, volume (country-wise), 2004?09 (kg/liters/units, million) 36
Table 6: Household products, Eastern Europe, volume (country-wise) forecast, 2009?14 (kg/liters/units, million) 37
Table 7: Household products, Eastern Europe, value by category ($m), 2004?09 39
Table 8: Household products, Eastern Europe, value forecast by category ($m), 2009?14 40
Table 9: Household products, Eastern Europe, volume by category (kg/liters/units, million), 2004?09 42
Table 10: Household products, Eastern Europe, volume forecast by category (kg/liters/units, million), 2009?14 44
Table 11: Household products, Eastern Europe, company share (top 20 companies) by value (%), 2008?09 46
Table 12: Household products, Eastern Europe, value by company ($m), 2008?09 47
Table 13: Household products, Eastern Europe, distribution channels by value (%), 2008?09 49
Table 14: Household products, Eastern Europe, value by distribution channel ($m), 2008?09 49
Table 15: Household products, Eastern Europe, expenditure per capita ($), 2004?09 51
Table 16: Household products, Eastern Europe, forecast expenditure per capita ($), 2009?14 52
Table 17: Household products, Eastern Europe, consumption per capita (kg/liters/units), 2004?09 53
Table 18: Household products, Eastern Europe, forecast consumption per capita (kg/liters/units), 2009?14 54
Table 19: The Procter & Gamble Company key facts 55
Table 20: Henkel AG & Co. KGaA key facts 57
Table 21: Air fresheners, Eastern Europe, value by segment ($m), 2004?09 59
Table 22: Air fresheners, Eastern Europe, value forecast by segment ($m), 2009?14 60
Table 23: Air fresheners, Eastern Europe, volume by segment (units, million), 2004?09 62
Table 24: Air fresheners, Eastern Europe, volume forecast by segment (units, million), 2009?14 63
Table 25: Air fresheners, Eastern Europe, company share by value (%), 2008?09 65
Table 26: Air fresheners, Eastern Europe, value by company ($m), 2008?09 66
Table 27: Air fresheners, Eastern Europe, distribution channels by value (%), 2008?09 68
Table 28: Air fresheners, Eastern Europe, value by distribution channel ($m), 2008?09 68
Table 29: Air fresheners, Eastern Europe, expenditure per capita ($), 2004?09 70
Table 30: Air fresheners, Eastern Europe, forecast expenditure per capita ($), 2009?14 71
Table 31: Air fresheners, Eastern Europe, consumption per capita (units), 2004?09 71
Table 32: Air fresheners, Eastern Europe, forecast consumption per capita (units), 2009?14 72
Table 33: Furniture and floor polish, Eastern Europe, value by segment ($m), 2004?09 73
Table 34: Furniture and floor polish, Eastern Europe, value forecast by segment ($m), 2009?14 74
Table 35: Furniture and floor polish, Eastern Europe, volume by segment (units, million), 2004?09 76
Table 36: Furniture and floor polish, Eastern Europe, volume forecast by segment (units, million), 2009?14 77
Table 37: Furniture and floor polish, Eastern Europe, company share (top 20 companies) by value (%), 2008?09 79
Table 38: Furniture and floor polish, Eastern Europe, value by company ($m), 2008?09 80
Table 39: Furniture and floor polish, Eastern Europe, distribution channels by value (%), 2008?09 82
Table 40: Furniture and floor polish, Eastern Europe, value by distribution channel ($m), 2008?09 82
Table 41: Furniture and floor polish, Eastern Europe, expenditure per capita ($), 2004?09 84
Table 42: Furniture and floor polish, Eastern Europe, forecast expenditure per capita ($), 2009?14 84
Table 43: Furniture and floor polish, Eastern Europe, consumption per capita (units), 2004?09 85
Table 44: Furniture and floor polish, Eastern Europe, forecast consumption per capita (units), 2009?14 85
Table 45: Bleach, Eastern Europe, value by segment ($m), 2004?09 86
Table 46: Bleach, Eastern Europe, value forecast by segment ($m), 2009?14 87
Table 47: Bleach, Eastern Europe, volume by segment (kg/liters, million), 2004?09 89
Table 48: Bleach, Eastern Europe, volume forecast by segment (kg/liters, million), 2009?14 90
Table 49: Bleach, Eastern Europe, company share by value (%), 2008?09 92
Table 50: Bleach, Eastern Europe, value by company ($m), 2008?09 93
Table 51: Bleach, Eastern Europe, distribution channels by value (%), 2008?09 95
Table 52: Bleach, Eastern Europe, value by distribution channel ($m), 2008?09 95
Table 53: Bleach, Eastern Europe, expenditure per capita ($), 2004?09 97
Table 54: Bleach, Eastern Europe, forecast expenditure per capita ($), 2009?14 97
Table 55: Bleach, Eastern Europe, consumption per capita (kg/liters), 2004?09 98
Table 56: Bleach, Eastern Europe, forecast consumption per capita (kg/liters), 2009?14 98
Table 57: Dishwashing products, Eastern Europe, value by segment ($m), 2004?09 99
Table 58: Dishwashing products, Eastern Europe, value forecast by segment ($m), 2009?14 100
Table 59: Dishwashing products, Eastern Europe, volume by segment (units, million), 2004?09 102
Table 60: Dishwashing products, Eastern Europe, volume forecast by segment (units, million), 2009?14 103
Table 61: Dishwashing products, Eastern Europe, company share (top 20 companies) by value (%), 2008?09 105
Table 62: Dishwashing products, Eastern Europe, value by company ($m), 2008?09 106
Table 63: Dishwashing products, Eastern Europe, distribution channels by value (%), 2008?09 108
Table 64: Dishwashing products, Eastern Europe, value by distribution channel ($m), 2008?09 108
Table 65: Dishwashing products, Eastern Europe, expenditure per capita ($), 2004?09 110
Table 66: Dishwashing products, Eastern Europe, forecast expenditure per capita ($), 2009?14 110
Table 67: Dishwashing products, Eastern Europe, consumption per capita (units), 2004?09 111
Table 68: Dishwashing products, Eastern Europe, forecast consumption per capita (units), 2009?14 111
Table 69: General purpose cleaners, Eastern Europe, value by segment ($m), 2004?09 112
Table 70: General purpose cleaners, Eastern Europe, value forecast by segment ($m), 2009?14 113
Table 71: General purpose cleaners, Eastern Europe, volume by segment (liters, million), 2004?09 115
Table 72: General purpose cleaners, Eastern Europe, volume forecast by segment (liters, million), 2009?14 116
Table 73: General purpose cleaners, Eastern Europe, company share (top 20 companies) by value (%), 2008?09 118
Table 74: General purpose cleaners, Eastern Europe, value by company ($m), 2008?09 119
Table 75: General purpose cleaners, Eastern Europe, distribution channels by value (%), 2008?09 121
Table 76: General purpose cleaners, Eastern Europe, value by distribution channel ($m), 2008?09 121
Table 77: General purpose cleaners, Eastern Europe, expenditure per capita ($), 2004?09 123
Table 78: General purpose cleaners, Eastern Europe, forecast expenditure per capita ($), 2009?14 124
Table 79: General purpose cleaners, Eastern Europe, consumption per capita (liters), 2004?09 125
Table 80: General purpose cleaners, Eastern Europe, forecast consumption per capita (liters), 2009?14 126
Table 81: Insecticides, Eastern Europe, value by segment ($m), 2004?09 127
Table 82: Insecticides, Eastern Europe, value forecast by segment ($m), 2009?14 128
Table 83: Insecticides, Eastern Europe, volume by segment (units/liters, million), 2004?09 130
Table 84: Insecticides, Eastern Europe, volume forecast by segment (units/liters, million), 2009?14 131
Table 85: Insecticides, Eastern Europe, company share (top 20 companies) by value (%), 2008?09 133
Table 86: Insecticides, Eastern Europe, value by company ($m), 2008?09 134
Table 87: Insecticides, Eastern Europe, distribution channels by value (%), 2008?09 136
Table 88: Insecticides, Eastern Europe, value by distribution channel ($m), 2008?09 136
Table 89: Insecticides, Eastern Europe, expenditure per capita ($), 2004?09 138
Table 90: Insecticides, Eastern Europe, forecast expenditure per capita ($), 2009?14 138
Table 91: Insecticides, Eastern Europe, consumption per capita (units/liters), 2004?09 139
Table 92: Insecticides, Eastern Europe, forecast consumption per capita (units/liters), 2009?14 139
Table 93: Textile washing products, Eastern Europe, value by segment ($m), 2004?09 141
Table 94: Textile washing products, Eastern Europe, value forecast by segment ($m), 2009?14 143
Table 95: Textile washing products, Eastern Europe, volume by segment (units/liters, million), 2004?09 146
Table 96: Textile washing products, Eastern Europe, volume forecast by segment (units/liters, million), 2009?14 148
Table 97: Textile washing products, Eastern Europe, company share (top 20 companies) by value (%), 2008?09 150
Table 98: Textile washing products, Eastern Europe, value by company ($m), 2008?09 151
Table 99: Textile washing products, Eastern Europe, distribution channels by value (%), 2008?09 153
Table 100: Textile washing products, Eastern Europe, value by distribution channel ($m), 2008?09 153
Table 101: Textile washing products, Eastern Europe, expenditure per capita ($), 2004?09 155
Table 102: Textile washing products, Eastern Europe, forecast expenditure per capita ($), 2009?14 156
Table 103: Textile washing products, Eastern Europe, consumption per capita (units/liters), 2004?09 157
Table 104: Textile washing products, Eastern Europe, forecast consumption per capita (units/liters), 2009?14 158
Table 105: Scouring products, Eastern Europe, value by segment ($m), 2004?09 159
Table 106: Scouring products, Eastern Europe, value forecast by segment ($m), 2009?14 160
Table 107: Scouring products, Eastern Europe, volume by segment (units, million), 2004?09 162
Table 108: Scouring products, Eastern Europe, volume forecast by segment (units, million), 2009?14 163
Table 109: Scouring products, Eastern Europe, company share (top 20 companies) by value (%), 2008?09 165
Table 110: Scouring products, Eastern Europe, value by company ($m), 2008?09 166
Table 111: Scouring products, Eastern Europe, distribution channels by value (%), 2008?09 168
Table 112: Scouring products, Eastern Europe, value by distribution channel ($m), 2008?09 168
Table 113: Scouring products, Eastern Europe, expenditure per capita ($), 2004?09 170
Table 114: Scouring products, Eastern Europe, forecast expenditure per capita ($), 2009?14 170
Table 115: Scouring products, Eastern Europe, consumption per capita (units), 2004?09 171
Table 116: Scouring products, Eastern Europe, forecast consumption per capita (units), 2009?14 171
Table 117: Paper products, Eastern Europe, value by segment ($m), 2004?09 172
Table 118: Paper products, Eastern Europe, value forecast by segment ($m), 2009?14 173
Table 119: Paper products, Eastern Europe, volume by segment (units, million), 2004?09 175
Table 120: Paper products, Eastern Europe, volume forecast by segment (units, million), 2009?14 176
Table 121: Paper products, Eastern Europe, company share by value (%), 2008?09 178
Table 122: Paper products, Eastern Europe, value by company ($m), 2008?09 179
Table 123: Paper products, Eastern Europe, distribution channels by value (%), 2008?09 181
Table 124: Paper products, Eastern Europe, value by distribution channel ($m), 2008?09 181
Table 125: Paper products, Eastern Europe, expenditure per capita ($), 2004?09 183
Table 126: Paper products, Eastern Europe, forecast expenditure per capita ($), 2009?14 183
Table 127: Paper products, Eastern Europe, consumption per capita (units), 2004?09 184
Table 128: Paper products, Eastern Europe, forecast consumption per capita (units), 2009?14 184
Table 129: Toilet care, Eastern Europe, value by segment ($m), 2004?09 185
Table 130: Toilet care, Eastern Europe, value forecast by segment ($m), 2009?14 186
Table 131: Toilet care, Eastern Europe, volume by segment (units, million), 2004?09 188
Table 132: Toilet care, Eastern Europe, volume forecast by segment (units, million), 2009?14 189
Table 133: Toilet care, Eastern Europe, company share (top 20 companies) by value (%), 2008?09 191
Table 134: Toilet care, Eastern Europe, value by company ($m), 2008?09 192
Table 135: Toilet care, Eastern Europe, distribution channels by value (%), 2008?09 194
Table 136: Toilet care, Eastern Europe, value by distribution channel ($m), 2008?09 194
Table 137: Toilet care, Eastern Europe, expenditure per capita ($), 2004?09 196
Table 138: Toilet care, Eastern Europe, forecast expenditure per capita ($), 2009?14 196
Table 139: Toilet care, Eastern Europe, consumption per capita (units), 2004?09 197
Table 140: Toilet care, Eastern Europe, forecast consumption per capita (units), 2009?14 197


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