Home care in 2024: The big picture
Home care in Azerbaijan registered modest current value and volume growth in 2024. While inflation eased, consumers continued to be price sensitive after several years of price increases and there was a degree of trading down.
2024 key trends
Multifunctional products such as multi-purpose cleaners performed strongly. Multi-purpose cleaners are seen as more economical, as there is no need to buy multiple separate cleaners for bathroom, kitchen, floors etc.
Competitive landscape
There was no significant changes in the rankings, though many of the global companies lost value share, due to supply chain difficulties and a significant degree of trading down to cheaper, less well known brands from Turkey and Russia in particular. This saw Proctor & Gamble Azerbaijan, Henkel (Mazarina MMC), Unilever (Improtex DC) and Reckitt Benckiser (Atropatena Ltd) all lose value share.
Retailing developments
Modern retail channels and in particular supermarkets have gained significant value share over the review period. At the same time, competition between manufacturers and distributors is increasing and this is contributing to a wider choice of products at more affordable prices.
What next for home care?
Looking forward, there are uncertainties for the economy. Azerbaijan remains vulnerable to fluctuations in oil and gas prices and its proximity to Russian and the ongoing war in Ukraine also poses risks.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Azerbaijan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care industry in Azerbaijan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home Care in Azerbaijan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home Care in Azerbaijan?
- Which are the leading brands in Home Care in Azerbaijan?
- How are products distributed in Home Care in Azerbaijan?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Azerbaijan
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
Air Care in Azerbaijan
KEY DATA FINDINGS
Healthy performance for air care
Air Wick loses top spot
Increasing concern about effects of chemicals
Healthy outlook over forecast period
Electric air fresheners register healthy volume growth over forecast period
New product launches over forecast period
Bleach in Azerbaijan
KEY DATA FINDINGS
Positive performance for bleach
New local brand Oxy White performs strongly
Players look to differentiate
Fall in volume sales over forecast period
Bleach faces threat from alternative products such as surface and toilet care
Affordable brands gain value share
Dishwashing in Azerbaijan
KEY DATA FINDINGS
Marginal value growth in dishwashing
Procter & Gamble still dominates hand dishwashing
Focus on more natural ingredients
Limited growth for automatic dishwashing
Increased penetration of Iranian and Turkish brands
Increasing focus on sustainability
Home Insecticides in Azerbaijan
KEY DATA FINDINGS
Significant fall in value and volume sales in 2024
Mosquitall brand now dominates
Spray/aerosols main product on offer
More positive outlook over forecast period
More demand for greener home insecticides over forecast period
Higher volume growth for electric insecticides
Laundry Care in Azerbaijan
KEY DATA FINDINGS
Moderate volume growth in 2024
Fabric softeners continue to be under pressure
Procter & Gamble holds on to strong lead
Stable growth over forecast period
Turkish brand Bingo gains value share
Increasing focus on sustainability
Polishes in Azerbaijan
KEY DATA FINDINGS
Significant fall in volume sales
Turkish brands maintain their leadership in shoe polish
Little innovation as other more flexible cleaning products gain value share
Mixed picture over forecast period
Continuing demand for global brands
Liquid shoe polishes in demand
Surface Care in Azerbaijan
KEY DATA FINDINGS
Minimal volume growth in 2024
More affordable brands gain value share
More focus on ingredients
Multi-purpose cleaners will continue to shape surface care and lower value share for Clin
New product development focuses on improved formulas and convenient packaging
Price discounts and the economising trend hampers value growth
Toilet Care in Azerbaijan
KEY DATA FINDINGS
Strong performance for toilet care
Domestos continues to lead
Gradual emergence of greener brands in surface care
Fierce competition among brands.
Bref brand continues to lead in rim blocks
Continuing differentiation to keep consumers engaged
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
See all of our definitionsWhy 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 supply functions
This report originates from Passport, our Home Care research and analysis database.
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