Synthetic detergents (SDS) are classified as household chemicals and include detergents, detergents and cleaners for hard surfaces, soaps, dishwashing detergents, glass and mirror cleaners and others. CMCs are classified according to various criteria: by aggregate state, by purpose, by method of application.
Depending on their aggregate state, detergents are liquid, paste (gel and granular), powder and solid (e.g. soap).
Synthetic detergents are divided into the following types depending on their purpose:
- universal;
- laundry detergents for cotton and linen fabrics;
- laundry detergents for wool and silk fabrics;
- laundry products for heavily soiled or coarse fabrics (e.g. overalls);
- products for toiletry purposes (soaps, liquid soaps, hair shampoos, shower gels, etc.);
- products for washing dishes, equipment and various surfaces (dishwashing detergents, cleaners, glass cleaners, etc.).
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The level of consumption of synthetic detergents should be about 7 kg per year per person. In Ukraine this indicator is about 5 kg. In Europe, on average, this indicator is 2-3 times higher than in our country. So in Germany the average resident buys 10-12 kg of washing powder per year, in England – 14.2 kg per year, in France consumes 15.6 kg of powder per year by one person. And in America this indicator reaches the level of 28 kg per year per consumer. Like many other commodity markets in Ukraine, the market of household chemicals is very promising and has a positive growth trend.
Recently there has been an active PR campaign against synthetic detergents. Ukrainian consumers have become more careful in choosing household chemicals. That is why manufacturers have a promising direction in the development of the industry is the production of detergents with a minimum content of chemicals, with various bio-additives and not harmful to human health. SMS with bio-additives can be disposed of after their use.
In addition to reducing the content of harmful chemicals, manufacturers are also developing new universal detergents. They can be used both for washing clothes made of natural fabrics and for washing products made of synthetic fibers.
Another area of development is the production of hypoallergenic detergents.
Over the past few years, there has also been an increasing trend in demand for CMCs for baby laundry. Baby laundry detergents on the market are represented by the following brands (read more about their manufacturers below):
- Ushasty Nyan (Vinnitsabytkhim – a subsidiary of Nevskaya kosmetika);
- Galinka (Procter&Gamble Ukraine);
- Alenka (Baby Cosmetics);
- Karapuz (Karapuz Company);
- Krepysh, Uni-Det (Bytpromkhim);
- Dakos (Dakos Company);
- Teo Bebe;
- Agu (contracted production by Ukrainian Industrial Resources).
According to experts’ estimates, the share of children’s detergents in the Ukrainian CMC market grew to 12% in 2012 (in 2008 the share amounted to 4.7%).
Production, consumption, export, import of CMC in Ukraine
Consumption and sales of household cleaning products are not affected by seasonality factor, nor particularly by the crisis state of the economy. These products are always in demand, the only thing is that during the crisis the consumption of economy segment products increased.
The detergent market volume in 2012 increased by 3.9% year-on-year and amounted to 338.3 thousand tons in physical terms. The main volume of demand and sales is occupied by detergents, dishwashing detergents and hard surface cleaners. There was a slight growth in the segment of highly specialized CMCs for laundry (bleaches, conditioners, softeners, antistatic agents, rinses, etc.).
Production of children’s detergents increased due to the entry of Procter&Gamble’s Galinka brand into the Ukrainian market in early 2012. The largest share in the export structure is held by Vinnitsabytkhim with the trademark Ushasty Nyan.
In the market, 63% of all household chemical products are domestically produced. The share of imported supplies in 2012 decreased by 2% compared to 2011 mainly due to increased domestic production of CMCs for retail trade. The main countries-suppliers of household chemicals to Ukraine are: Russia (more than 40% of all supplies), Poland, Austria, Hungary, Bulgaria, Czech Republic, Israel. The main importing companies areProcter&Gamble (importing products from Procter&Gamble Novomoskovsk subsidiary) and Henkel. Products under the Amway trademark were imported from the USA and the Netherlands.
Exports are also carried out in large volumes by SK Johnson, Procter&Gamble and Henkel. More than 50% of all exports were made to Russia, Turkey, Belarus, Kazakhstan and Moldova.
Major manufacturers of detergents. Trade marks and brands
Transnational companies Procter&Gamble, Henkel and Nevskaya kosmetika remain the main players in the CMC market . Other not insignificant players that are pursuing an active marketing policy are: Reckitt Benckiser, SC Johnson, Unilever, Vinnitabytkhim (a subsidiary of Nevskaya kosmetika), ABC Chemical Industry, Milam, Ficosota, Amway, Cussons and others.
Procter & Gamble Ukraine and Vinnytsabytkhim produce a combined 70% of all household chemical products, and together with Henkel they account for more than 65% of all detergent sales. The companies are engaged in supplying products abroad, and at the same time they are major players on the domestic market. This is why many medium-sized and small producers have scaled down their operations, if not ceased operations altogether, in the face of such fierce competition.
1. Procter&Gamble, a transnational companyregistered in Luxembourg, is the absolute leader in the Ukrainian market of household cleaning products. Some experts claim that the company owns more than half of the entire synthetic detergents market. The company’s portfolio includes international brands such as Ariel, Tide, Dreft, Bonux, Ace, Lenor, Comet, Fairy, Mr.Proper, Gala, Dax, Safeguard, Camay and many others.
Procter&Gamble became a leader after acquiring Olvia Beta’s production facilities in Ordzhonikidze, Dnepropetrovsk region. This plant produces dishwashing detergents and laundry detergents TM Gala and Tide, as well as toilet soap TM Safeguard and Camay. The Russian subsidiary Procter&Gamble Novomoskovsk supplies the domestic market with Ariel and Tide detergents, Dreft and Lenor laundry detergents, Ace and Comet cleaning products, Fairy dishwashing detergent, and Mr.Proper household cleaner.
Due to the fact that the company has a portfolio with a huge number of national and international brands, positions products in different price segments, conducts an active marketing policy, conducts various PR-actions and takes part in social projects, it is confidently developing and moving forward, and for the past year has not ceded its market share to other players.
2. Henkel is in second place after the leader. The main office of the company is located in Germany. The products are manufactured in more than 75 countries around the world. The brand portfolio includes such well-known brands of synthetic detergents as: Persil, Rex, Losk (laundry detergents), Perwoll, Silan (laundry detergents), Pur, Somat (hand and dishwasher detergents), Bref, Clin (cleaning products). According to experts, the company occupies about 15% of the market.
The company operates in three business lines, one of which is the production of household chemicals. Henkel is constantly innovating, expanding its product range and introducing new products to the market.
The company produces only phosphate-free detergents under itsPersil, Rex and Losk brands. Persil laundry detergent was the world’s first phosphate-free detergent. One of the company’s novelties is also Persil Mega-Caps laundry detergent. This detergent in the form of capsules can be put directly into the drum of the washing machine and it will dissolve in the water during washing, providing an even better washing option.
3. The top three is occupied byVinnitsabytkhim, which is fully owned by the Russian companyNevskaya kosmetika. Household chemistry products are presented in the Ukrainian market under the brand names “Lotus” (washing powders and cleaning agents), “Ushasty Nyan” (children’s laundry products), as well as various soaps (liquid and solid, toilet, baby, household). All products are presented in the low-price segment. Before Procter & Gamble bought production facilities in Ukraine, Vinnytsabytkhim was the leader in the domestic market and held more than 50% of the market. However, after the expansion of Procter&Gamble, Vinnytsabytkhim lost its leadership position and its share was just over 5%. At the moment TM “Ushasty Nyan” is the leader in the segment of children’s synthetic detergents.
Other well-known and popular brands, brands of household chemicals of foreign manufacturers:
- Vanish stain removers, Tiret pipe cleaner, Cillit cleaner, Calgonit dishwasher cleaner, AirWick air fresheners (made by Reckitt Benckiser);
- toilet bowl cleaners Toiletny Duck, cleaning products Mr. Muscle, air fresheners Glade, Oust, polishing products Pronto (produced by the American company SC Johnson. The company ignores the segment of detergents, remaining the leader in the segment of air fresheners and polishes);
- Domestos toilet bowl cleaner, Cif cleaning agent (produced by the British company Unilever).
Ukrainian market operators with their trademarks include:
- Dnepropetrovsk company Onyx (cleaning agents TM Onyx, Zlata, EXO);
- Odessa-based company SanKlinInt (stain removers, furniture care and carpet cleaning products of Master Kliner and San Klin TMs);
- The company “Center of Children’s Cosmetics” located in the Kiev region (washing powders for children, soap under TM “Alenka”);
- Kiev-based company Karapuz (Karapuz children’s washing powder);
- Luhansk company “MilaM” (bleach “Belizna”, cleaning agents “Sana”, “Santri”, universal detergents TM “Milam”, liquid soaps “Milam”).
Despite the fact that the market is highly competitive and there are large multinational players, domestic manufacturers continue to retain their potential and produce new detergents in the low-price segment.
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