BATH AND SHOWER IN RUSSIA 09 Jun 2011
HEADLINES 2010 value sales of bath and shower products increase 11%in current value terms to reach RUB32.3 billion Bath and shower benefits from summer heat wave Body wash/shower gel most dynamic, rising 13% in current value terms to reachRUB8.6 billion in 2010 All categories see increase in average unit price Direct sellers Oriflame Cosmetics ZAO and Avon Products ZAO lead with combined 16% value share in 2010 Bath and shower expected to see 3% constant value CAGR over forecast period
COMPETITIVE LANDSCAPE The bath and shower environment is dominated by multinational companies, with direct sellers taking the top two positions. In 2010 Oriflame Cosmetics ZAO and Avon Products ZAO maintained their leading positions with value shares of 9% and 8%. These two direct selling companies have a wide range of bath and shower products to offer consumers. However, their overall top positions are mainly due to their high sales in body wash with a diverse portfolio of brands. Colgate-Palmolive (Russia) ZAO is a close follower, taking a 7%value share in 2010, up slightly on 2009. The company performed well due to its strong brand name, well developed advertising support and investments in new product developments. Over the review period Colgate-Palmolive (Russia) expanded its shower gel portfolio with the Palmolive for Men New Line.
Š Euromonitor International 2011
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