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This report provides market trend and market growth analysis of the Russia Tissue and Hygiene industry . With this market report, you’ll be able to explore in detail the changing shape and ...

This report provides market trend and market growth analysis of the Russia Tissue and Hygiene industry . With this market report, you’ll be able to explore in detail the changing shape and potential of the industry. You will now be able to plan and build strategy on real industry data and projections.

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    ReportsnReports - Tissue and hygiene in russia ReportsnReports - Tissue and hygiene in russia Document Transcript

    • Tissue and Hygiene in RussiaPublished:October 2011Price:US $ 2400Report SummaryThis Euromonitor market report provides market trend and market growth analysis of theRussia Tissue and Hygiene industry . With this market report, you’ll be able to explore indetail the changing shape and potential of the industry. You will now be able to plan andbuild strategy on real industry data and projections.The Tissue and Hygiene 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-countryOur market research reports answer questions such as:* What is the market size of Tissue and Hygiene in Russia?* What are the major brands in Russia?* What are the most dynamic tissue and hygiene categories?* What are the major markets for tissue products sales?* What are the major markets for hygiene products sales?Why buy this report?* Gain competitive intelligence about market leaders* Track key industry trends, opportunities and threats* Inform your marketing, brand, strategy and market development, sales and supplyfunctionsThis industry report originates from Passport, our Tissue and Hygiene marketresearch database.* Each report is delivered with the following components:* Report: PDF and Word* Market statistics: Excel workbook* Sample AnalysisBrowse All Consumer Goods Market Research Reports
    • EXECUTIVE SUMMARYTissue and hygiene develops alongside economic recoveryTissue and hygiene emerged in good shape from the economic downturn and continued itsmovement towards maturity in 2010. Growth was fuelled by increasing awareness and thepopularity of novel categories such as incontinence products. Increased birth ratescontributed to high demand for baby-orientated products, especially for the majornappies/diapers/pants category. Development was also possible due to favourable economicconditions. In 2010, real GDP growth was positive after the decline seen in 2009. This led toan increase in disposable income and expenditure.Multinational companies open new plants in RussiaIn 2010, SCA Hygiene Products OOO and Kimberly-Clark OOO opened new plants in Russia.Both production facilities will concentrate on the manufacture of nappies/diapers and aresituated close to Moscow. SCA Hygiene Products will manufacture nappies/diapers under theLibero brand and incontinence products under the Tena brand at its new plant in Veniov,Tula Region. Kimberly-Clark will produce nappies/diapers under the Huggies brand in itsfactory in Stupino, Moscow Region. Local production capacity will help to lowermanufacturing and logistics costs, avoid national currency fluctuations and win localauthorities’ favour, which is especially important in Russia.Top six players are international companiesThe Russian tissue and hygiene category is controlled by multinational players. Procter &Gamble OOO, Kimberly-Clark OOO, SCA Hygiene Products OOO, Bella Vostok OOO, Johnson& Johnson OOO and Georgia-Pacific ZAO were the six largest players in 2010. All thesecompanies except Johnson & Johnson operate production facilities in Russia. However, thecompetitive environment is different in retail tissue and retail hygiene. Local companiessuch as Syassky CBK OAO, Naberezhniye Chelny KBK ZAO and Syktyvkar Tissue Group OAOsuccessfully compete with multinationals in retail tissue, where they account for half ofoverall category sales. The presence of local operators in retail hygiene is minor and doesnot exceed 20% in current value terms.Supermarkets/hypermarkets is the main distribution channelSupermarkets/hypermarkets became the leading distribution channel for tissue and hygieneproducts over the review period. The rapid growth of modern retailing chains changed thestructure of tissue and hygiene distribution. Increasing penetration of modern retailing intoremote Russian regions is set to provide additional impulse to the growth of tissue andhygiene over the forecast period, as this channel offers a wide range of products atreasonable prices. The cooperation of tissue and hygiene manufacturers with majorsupermarkets/hypermarkets in terms of private label is also important for industrydevelopment.Retail tissue and hygiene will be driven by innovationsBoth local and multinational manufacturers will have to work hard on portfolio expansionand innovations over the forecast period. Consumers are well aware of the scope of retailtissue and hygiene products available and increasingly desire more sophisticated options. In
    • order to attract their interest, manufacturers will work hard to improve the efficiency andfunctionality of their products. New scents, unique packaging, modern designs andecological features will also be important factors for manufacturers to consider whileworking on new launches.Table of ContentsTissue and Hygiene in Russia - Industry OverviewEXECUTIVE SUMMARYTissue and hygiene develops alongside economic recoveryMultinational companies open new plants in RussiaTop six players are international companiesSupermarkets/hypermarkets is the main distribution channelRetail tissue and hygiene will be driven by innovationsKEY TRENDS AND DEVELOPMENTSThe rapid upturn of the Russian economyMultinationals expand production capacity inside the countryGrowing penetration of modern grocery retailers fuels tissue and hygiene’s growthAwareness of incontinence products increases in RussiaCompanies concentrate on portfolio diversificationCITY KEY TRENDS AND DEVELOPMENTSMoscowSt PetersburgMARKET INDICATORSTable 1 Birth Rates 2005-2010Table 2 Infant Population 2005-2010Table 3 Female Population by Age 2005-2010Table 4 Total Population by Age 2005-2010Table 5 Households 2005-2010Table 6 Forecast Infant Population 2010-2015Table 7 Forecast Female Population by Age 2010-2015Table 8 Forecast Total Population by Age 2010-2015Table 9 Forecast Households 2010-2015MARKET DATATable 10 Retail Sales of Tissue and Hygiene by Category: Value 2005-2010
    • Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2005-2010Table 12 Retail Sales of Tissue and Hygiene by City: Value 2005-2010Table 13 Retail Sales of Tissue and Hygiene by City: % Value Growth 2005-2010Table 14 Tissue and Hygiene Retail Company Shares 2006-2010Table 15 Tissue and Hygiene Retail Brand Shares 2007-2010Table 16 Penetration of Private Label by Category 2005-2010Table 17 Retail Sales of Tissue and Hygiene by Distribution Format: % Analysis2005-2010Table 18 Retail Sales of Tissue and Hygiene by Category and Distribution Format:% Analysis 2010Table 19 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2010-2015Table 20 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth2010-2015Table 21 Forecast Retail Sales of Tissue and Hygiene by City: Value 2010-2015Table 22 Forecast Retail Sales of Tissue and Hygiene by City: % Value Growth2010-2015DEFINITIONSSummary 1 Research SourcesTissue and Hygiene in Russia - Company ProfilesAvangard OOO in Tissue and Hygiene (Russia)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONPRIVATE LABELCeprus AB in Tissue and Hygiene (Russia)
    • STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 4 Ceprus AB: Competitive Position 2010Cotton Club OOO in Tissue and Hygiene (Russia)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 6 Cotton Club OOO: Competitive Position 2010Gigrovata-Saint-Petersburg ZAO in Tissue and Hygiene (Russia)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 8 Gigrovata-Saint-Petersburg ZAO: Competitive Position 2010Hygiene Kinetics OOO in Tissue and Hygiene (Russia)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTION
    • COMPETITIVE POSITIONINGSummary 10 Hygiene Kinetics OOO: Competitive Position 2010Kondrovskaya Bumazhnaya Kompaniya OAO in Tissue and Hygiene (Russia)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 12 Kondrovskaya Bumazhnaya Kompaniya OAO: Competitive Position 2010Naberezhniye Chelny KBK ZAO in Tissue and Hygiene (Russia)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 14 Naberezhniye Chelny KBK ZAO: Competitive Position 2010Semya & Komfort PK OOO in Tissue and Hygiene (Russia)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONPRIVATE LABELSummary 16 Semya & Komfort PK OOO: Private Label PortfolioSyassky CBK OAO in Tissue and Hygiene (Russia)STRATEGIC DIRECTION
    • KEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 19 Syassky CBK OAO: Competitive Position 2010Syktyvkar Tissue Group OAO in Tissue and Hygiene (Russia)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 22 Syktyvkar Tissue Group OAO: Competitive Position 2010Away-From-Home Tissue and Hygiene in Russia - Category AnalysisHEADLINESTRENDSSales of AFH products were boosted by growth in consumers’ disposable incomes asfoodservice outlets, including shopping centres with entertainment areas and foodservicefacilities, benefited from the trend during the first part of the review period. Such outletshave to provide the appropriate level of hygiene, thereby driving sales of AFH products.During the recession consumer foodservice saw a decline in revenue, which in turn affectedthe sales of AFH products. However, the rapidly recovering Russian economy and improvinggovernmental social care provided a new impulse to the development of the AFH segment in2010.COMPETITIVE LANDSCAPEMultinational company SCA Hygiene Products OOO with its brand Tork led AFH sales in2010. The factors contributing to the company’s success include its wide product portfolio,the high quality of its AFH products, local production capacities and a well-developeddistribution network, as well as different promotional and educational activities. Forexample, the company launched a special educational programme about hand hygienecalled “Clean Hands” in kindergartens in 2010.PROSPECTS
    • AFH tissue and hygiene is predicted to grow at a 5% constant value CAGR over the forecastperiod. Sales will be driven by increasing customer flows in shopping centres and horecaoutlets, as well as the development of hospitals/healthcare institutions. This growth will bedue to gradual economic growth in the country. Real GDP growth is expected to grow at aCAGR of 4% over the forecast period, whilst consumers’ disposable incomes andexpenditure are also expected to a record a CAGR of 3% in constant value terms over theforecast period.CATEGORY DATATable 23 Away-From-Home Sales of Tissue and Hygiene by Category: Value 2005-2010Table 24 Away-From-Home Sales of Tissue and Hygiene by Category: % ValueGrowth 2005-2010Table 25 Away-From-Home Sales of Tissue and Hygiene by Distribution Format: %Analysis 2005-2010Table 26 Away-From-Home Sales of Tissue and Hygiene by Category andDistribution Format: % Analysis 2010Table 27 Forecast Away-From-Home Sales of Tissue and Hygiene by Category:Value 2010-2015Table 28 Forecast Away-From-Home Sales of Tissue and Hygiene by Category: %Value Growth 2010-2015Cotton Wool/Buds/Pads in Russia - Category AnalysisHEADLINESTRENDSReal GDP growth reached 4% in 2010, after an 8% decline in 2009. This was the sharpestdrop since 1998. However, the Russian economy managed to recover in a short period oftime. The recovering economy drove the growth of different macroeconomic indicators.Consumers’ disposable incomes and expenditure were no exception. The former increasedby 12% in current value terms, whilst the latter recorded 11% growth in 2010.COMPETITIVE LANDSCAPECotton Club OOO led the cotton wool/buds/pads category with a 30% value share in 2010.The company owns a wide range of products targeting consumers within all price segments.It offers the economy Aura brand, standard Ya Samaya and premium SPA Cotton. It sells awide range of baby-orientated products and actively cooperates with the largest retailersregarding private label manufacturing. Cotton Club was one of the first category players topromote its products using TV advertising.
    • PROSPECTSSales of cotton wool/buds/pads are expected to increase at a retail volume CAGR of 2%over the forecast period. This category is well established and close to saturation in Russia.It will be driven by growing demand for baby-orientated products, as birth rates areexpected to remain high in Russia. In addition, growing consumer expenditure and incomeswill also fuel growth of cotton wool/buds/pads. Both measures are predicted to record aconstant value CAGR of 3% over the forecast period.CATEGORY DATATable 29 Retail Sales of Cotton Wool/Buds/Pads: Value 2005-2010Table 30 Retail Sales of Cotton Wool/Buds/Pads: % Value Growth 2005-2010Table 31 Retail Sales of Cotton Wool/Buds/Pads by Type: % Value Breakdown2007-2010Table 32 Cotton Wool/Buds/Pads Retail Company Shares 2006-2010Table 33 Cotton Wool/Buds/Pads Retail Brand Shares 2007-2010Table 34 Forecast Retail Sales of Cotton Wool/Buds/Pads: Value 2010-2015Table 35 Forecast Retail Sales of Cotton Wool/Buds/Pads: % Value Growth 2010-2015Incontinence in Russia - Category AnalysisHEADLINESTRENDSIncontinence continues to be a widespread problem in Russia, with SCA Hygiene Productsestimating that 39% of Russian women aged 35 and over are affected. Rates of maleincontinence are also estimated to be high. However, per capita consumption continues tobe extremely low for incontinence products. The low purchasing power of potentialconsumers, combined with the taboo associated with the subject of incontinence, affects thecategory.COMPETITIVE LANDSCAPEInternational company Bella Vostok OOO continued to lead incontinence products with itsbrand Seni, which accounted for a 49% value share in 2010. It was followed by two moremultinational companies, SCA Hygiene Products OOO with the Tena brand and PaulHartmann OOO with the Molicare brand. These companies held value shares of 21% and20% respectively in 2010. All these companies have developed broad distribution networks,as their products are present in the major chained grocery retailers and health and beautyretailers. The first two companies also started to promote their brands on national TVchannels from 2009.
    • PROSPECTSThe incontinence category is expected to grow at a constant value and volume CAGR of 7%over the forecast period. It will be one of the fastest developing categories within tissue andhygiene in Russia. The growing demand for these products will be driven by leadingmanufacturers’ educational activities about incontinence problems.CATEGORY DATATable 36 Retail Sales of Incontinence by Category: Value 2005-2010Table 37 Retail Sales of Incontinence by Category: % Value Growth 2005-2010Table 38 Incontinence Retail Company Shares 2006-2010Table 39 Incontinence Retail Brand Shares 2007-2010Table 40 Forecast Retail Sales of Incontinence by Category: Value 2010-2015Table 41 Forecast Retail Sales of Incontinence by Category: % Value Growth 2010-2015Nappies/Diapers/Pants in Russia - Category AnalysisHEADLINESTRENDSThe birth rate is one of the most important factors influencing the development of thenappies/diapers/pants category. The number of newborns reached 12 per 1,000 inhabitantsin 2010. The birth rate recorded a small decrease of 5% in comparison with 2009, when thebirth rate was at its highest since 1990. However, it remained relatively high, having beenbelow 10 during the period 1993-2003. A high birth rate simply fuels demand for productstargeting children. Apart from the growing number of babies, the Government’s social carepolicy and an increasing amount of educational information regarding babies in the pressand the internet contributed to the rapid evolution of nappies/diapers/pants.COMPETITIVE LANDSCAPEGlobal player Procter & Gamble OOO was ranked first in the category with its Pampersbrand, which accounted for a 39% value share in 2010. It was followed by two otherinternational companies, Kimberly-Clark OOO with its Huggies brand and SCA HygieneProducts OOO with Libero. These two companies held 26% and 17% value sharesrespectively. All leading players own one major brand each and actively promote theirbrands via national TV channels. Kimberly-Clark and SCA Hygiene Products followed theexample of Procter & Gamble and opened local production plants in Russia in 2010.PROSPECTSThe nappies/diapers/pants category is expected to grow at a constant value CAGR of 5%and retail volume CAGR of 4% over the forecast period, to reach RUB55 billion and 5 billion
    • units by 2015. The birth rate will be one of the main factors driving sales. The number ofbirths will fluctuate at around 12 per 1,000 inhabitants over the forecast period. Theproblem of a declining population in Russia is taken very seriously. The Government isputting significant efforts into stimulating birth rates. The nappies/diapers penetration ratewill also benefit from increasing local production capability.CATEGORY DATATable 42 Retail Sales of Nappies/Diapers/Pants by Category: Value 2005-2010Table 43 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth2005-2010Table 44 Nappies/Diapers/Pants Retail Company Shares 2006-2010Table 45 Nappies/Diapers/Pants Retail Brand Shares 2007-2010Table 46 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2010-2015Table 47 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % ValueGrowth 2010-2015Retail Tissue in Russia - Category AnalysisHEADLINESTRENDSIn 2010 real GDP growth reached 4% in Russia, after an 8% decline in 2009. This meantthat the local economy started its recovery. Real disposable incomes also recorded a 4%increase in 2010 according to statistics from the Bank of Russia. This favoured consumerexpenditure, which increased by 5% in 2010, compared with a decline of 5% in 2009. Thispositively influenced sales of retail tissue, which recorded 10% growth in current valueterms to reach RUB17 billion in 2010.COMPETITIVE LANDSCAPERetail tissue was led by international company SCA Hygiene Products OOO with a 26%value share in 2010. It was followed by another multinational, Georgia-Pacific ZAO. Bothcompanies not only offer a wide range of products within retail tissue and actively supportthem with promotional campaigns, they also own production facilities inside Russia. In2010, SCA Hygiene Products OOO opened a new tissue production line at its second plant inRussia in Sovetsk, Tulskaya Oblast. The company also opened a hygiene production plant inVenev, Tulskaya Oblast in 2010.PROSPECTSSales of retail tissue are forecast to increase at a retail volume CAGR of 5% and a constantvalue CAGR of 6% over the forecast period, to reach RUB23 billion by 2015. Retail tissuewill benefit from growing consumer disposable incomes and expenditure, which are
    • expected to record a constant value CAGR of 3% over the forecast period. Both local andinternational manufacturers plan to enlarge their production capacities in Russia, a trendthat will also fuel the penetration of retail tissue, especially of such categories as kitchentowels, paper tableware and tissues.CATEGORY DATATable 48 Retail Tissue Sales by Category: Value 2005-2010Table 49 Retail Tissue Sales by Category: % Value Growth 2005-2010Table 50 Retail Tissue Company Shares 2006-2010Table 51 Retail Tissue Brand Shares 2007-2010Table 52 Forecast Retail Tissue Sales by Category: Value 2010-2015Table 53 Forecast Retail Tissue Sales by Category: % Value Growth 2010-2015Sanitary Protection in Russia - Category AnalysisHEADLINESTRENDSIn 2010, the Russian economy started its recovery after the financial shock a year earlier.Real GDP recorded 4% growth in 2010, while this figure had declined by 8% in 2009. Therising GDP resulted in an increase in real disposable incomes, which also recorded a 4%increase in 2010, according to statistics from the Bank of Russia. This favoured consumerexpenditure, which increased by 5% in 2010, while this measure had declined by 5% in2009.COMPETITIVE LANDSCAPEInternational company Procter & Gamble OOO led sanitary protection in Russia in 2010,accounting for a 42% value share. The company is present in all the main sanitaryprotection categories, offering products across different price segments. The company sellsTampax in tampons, Always in standard and ultra-thin towels and Discreet in pantyliners. Inaddition, its brand Naturella from the standard price segment is presented in tampons,towels and pantyliners. Procter & Gamble heavily promotes its brands with differentpromotional campaigns, including through TV and specialised women’s magazines.PROSPECTSSanitary protection is expected to grow at a constant value CAGR of 4% over the forecastperiod, to reach RUB32 billion in 2015. The growing local economy and consumers’ desirefor convenient, sophisticated products will drive the development of the category. Real GDPgrowth is expected to be 4% annually on average until 2015. In addition, Russianconsumers will become better educated. This fact will also positively influence the growth ofsanitary protection, by attracting potential new customers and expanding knowledge aboutthe variety of sanitary protection products on offer among existing clients.
    • CATEGORY DATATable 54 Retail Sales of Sanitary Protection by Category: Value 2005-2010Table 55 Retail Sales of Sanitary Protection by Category: % Value Growth 2005-2010Table 56 Retail Sales of Tampons by Application Format: % Value Analysis 2005-2010Table 57 Sanitary Protection Retail Company Shares 2006-2010Table 58 Sanitary Protection Retail Brand Shares 2007-2010Table 59 Forecast Retail Sales of Sanitary Protection by Category: Value 2010-2015Table 60 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth2010-2015Wipes in Russia - Category AnalysisHEADLINESTRENDSSales of wipes increased by 7% in current value terms to reach RUB4.7 billion in 2010. Thecategory benefited from the start of the economic recovery following the financial crisis of2009. Apart from the improving economic situation, the wipes category was positivelyinfluenced by growing consumer awareness regarding different types of wipes. Consumersbecame familiar with the advantages and convenience offered by wipes during the reviewperiod and their interest in different task-specific wipes with extra features became one ofthe main category drivers.COMPETITIVE LANDSCAPEIn 2010, wipes was led by multinational giant Procter & Gamble OOO, followed by localcompany Cotton Club OOO. Procter & Gamble was mainly present in baby wipes, where itbenefits from strong brand equity due to the popularity of its nappies/diapers brandPampers, which is widely advertised on national TV channels. Cotton Club uses a differentstrategy, with wipes together with cotton wool/buds/pads being the main focus of itsproduct offer. It offers a wide range of personal and home care wipes from different pricesegments. The company also actively invests in the promotion of its products through TV,radio and the internet.PROSPECTSThe wipes category is expected to see sales increase at a constant value CAGR of 7% toreach RUB6.6 billion by the end of the forecast period. Despite the fact that Russiansbecame well aware of different types of wipes over the review period, the category did not
    • reach saturation. Local consumers witnessing improvements in their disposable income willfuel growth in the category. Sales will be driven by increasing demand for task-specificwipes. High birth rates and increasing awareness of health and hygiene issues will alsocontribute to category development.CATEGORY DATATable 61 Retail Sales of Wipes by Category: Value 2005-2010Table 62 Retail Sales of Wipes by Category: % Value Growth 2005-2010Table 63 Wipes Retail Company Shares 2006-2010Table 64 Wipes Retail Brand Shares 2007-2010Table 65 Forecast Retail Sales of Wipes by Category: Value 2010-2015Table 66 Forecast Retail Sales of Wipes by Category: % Value Growth 2010-2015About Us:ReportsnReports is an online library of over 100,000+ market research reports and in-depthmarket research studies & analysis of over 5000 micro markets. We provide 24/7 online andoffline support to our customers. Get in touch with us for your needs of market researchreports.Follow us on Twitter: http://twitter.com/marketsreportsOur Facebook Page: http://www.facebook.com/pages/ReportsnReports/191441427571689Contact:Mr.Priyank7557 Rambler road,Suite727,Dallas,TX75231Tel: + 1 888 391 5441E-mail: sales@reportsandreports.comhttp://www.reportsnreports.comVisit our Market Research Blog