HOME CARE IN GEORGIA Euromonitor International February 2018 LIST OF CONTENTS AND TABLES Executive Summary Home Care in Georgia Continues To See A Positive Performance Devaluation of Local Currency Continues Affecting Some Areas of Home Care Marginal Changes in Share Structure, But Procter & Gamble and Henkel AG & Co Remain Distinct Leaders Traditional Grocery Retailing Loses Out Within Home Care Distribution Positive Performance by Home Care Is Expected To Continue Over the Forecast Period Market Indicators Table 1 Households 2012-2017 Market Data Table 2 Sales of Home Care by Category: Value 2012-2017 Table 3 Sales of Home Care by Category: % Value Growth 2012-2017 Table 4 NBO Company Shares of Home Care: % Value 2013-2017 Table 5 LBN Brand Shares of Home Care: % Value 2014-2017 Table 6 Distribution of Home Care by Format: % Value 2012-2017 Table 7 Distribution of Home Care by Format and Category: % Value 2017 Table 8 Forecast Sales of Home Care by Category: Value 2017-2022 Table 9 Forecast Sales of Home Care by Category: % Value Growth 2017-2022 Sources Summary 1 Research Sources Headlines Prospects With Stabilising Growth of the Car-owning Population, Car Air Fresheners Is Expected To Expand More Slowly Compared To the Review Period Expansion of Modern Grocery Retailers Is Supporting the Development of Emerging Areas of Air Care the Structure of Air Care Products Is Expected To Face A Change by the End of the Forecast Period Competitive Landscape SC Johnson & Son Leads Air Care in 2017 Small Companies Are Expected To Increase Their Value Shares Over the Forecast Period Distinct Leaders Are Present Only in Spray/aerosol Air Fresheners, While the Rest Remain Strongly Fragmented Category Data Table 10 Sales of Air Care by Category: Value 2012-2017 Table 11 Sales of Air Care by Category: % Value Growth 2012-2017 Table 12 NBO Company Shares of Air Care: % Value 2013-2017 Table 13 LBN Brand Shares of Air Care: % Value 2014-2017 Table 14 Forecast Sales of Air Care by Category: Value 2017-2022 Table 15 Forecast Sales of Air Care by Category: % Value Growth 2017-2022 Headlines Prospects Bleach Records High Current Value Growth Despite the Category's Maturity Increasing Number of Tourists Is Expected To Support Volume Growth of Bleach Obstacles To Higher Growth Exist Competitive Landscape One-brand Rule Continues in Bleach in 2017 Minor Players Are Mainly Present in Traditional Retailing Channels No Changes in the Share Structure of Bleach Are Expected Category Data Table 16 Sales of Bleach: Value 2012-2017 Table 17 Sales of Bleach: % Value Growth 2012-2017 Table 18 NBO Company Shares of Bleach: % Value 2013-2017 Table 19 LBN Brand Shares of Bleach: % Value 2014-2017 Table 20 Forecast Sales of Bleach: Value 2017-2022 Table 21 Forecast Sales of Bleach: % Value Growth 2017-2022 Headlines Prospects Probable Growth in the Number of Dishwashing Machines Is Expected To Support the Expansion of Automatic Dishwashing Hand Dishwashing's Value Share of Overall Dishwashing Is Predicted To Drop Only A Little Over the Forecast Period Independent Small Grocers To Lose Share Quickly Competitive Landscape Procter & Gamble Co Continues To Be the Clear Leader of Dishwashing in 2017 Werner & Mertz Is the Most Dynamic Company Within Dishwashing Private Label Starts To Appear Within Dishwashing Category Indicators Table 22 Household Possession of Dishwashers 2012-2017 Category Data Table 23 Sales of Dishwashing by Category: Value 2012-2017 Table 24 Sales of Dishwashing by Category: % Value Growth 2012-2017 Table 25 NBO Company Shares of Dishwashing: % Value 2013-2017 Table 26 LBN Brand Shares of Dishwashing: % Value 2014-2017 Table 27 Forecast Sales of Dishwashing by Category: Value 2017-2022 Table 28 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022 Headlines Prospects Increasing Number of Tourists Is Expected To Support Growth of Home Insecticides Growing Awareness Will Further Support Growth of Home Insecticides Many Consumers Prioritise Electric Insecticides Competitive Landscape Few Players With Significant Shares Are Present in Home Insecticides Spray/aerosol Format Dominates in 2017 Share Structure of Home Insecticides Is Expected To Change Category Data Table 29 Sales of Home Insecticides by Category: Value 2012-2017 Table 30 Sales of Home Insecticides by Category: % Value Growth 2012-2017 Table 31 NBO Company Shares of Home Insecticides: % Value 2013-2017 Table 32 LBN Brand Shares of Home Insecticides: % Value 2014-2017 Table 33 Forecast Sales of Home Insecticides by Category: Value 2017-2022 Table 34 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022 Headlines Prospects Change Expected in Distribution Channels Restructured Distribution Is Predicted To Bring About A More Consolidated Laundry Care Category Average Unit Price Is Expected To Drop Competitive Landscape No Threat To the Leadership of Procter & Gamble No Movement in Local Production Changes in Shares Are Expected As A Result of Growth of Underdeveloped Areas Category Indicators Table 35 Household Possession of Washing Machines 2012-2017 Category Data Table 36 Sales of Laundry Care by Category: Value 2012-2017 Table 37 Sales of Laundry Care by Category: % Value Growth 2012-2017 Table 38 Sales of Laundry Aids by Category: Value 2012-2017 Table 39 Sales of Laundry Aids by Category: % Value Growth 2012-2017 Table 40 Sales of Laundry Detergents by Category: Value 2012-2017 Table 41 Sales of Laundry Detergents by Category: % Value Growth 2012-2017 Table 42 NBO Company Shares of Laundry Care: % Value 2013-2017 Table 43 LBN Brand Shares of Laundry Care: % Value 2014-2017 Table 44 NBO Company Shares of Laundry Aids: % Value 2013-2017 Table 45 LBN Brand Shares of Laundry Aids: % Value 2014-2017 Table 46 NBO Company Shares of Laundry Detergents: % Value 2013-2017 Table 47 LBN Brand Shares of Laundry Detergents: % Value 2014-2017 Table 48 Forecast Sales of Laundry Care by Category: Value 2017-2022 Table 49 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022 Headlines Prospects Polishes in Georgia Is Expected To Record Low Growth Over the Forecast Period, But This Is Mainly Due To Expected Unit Price Growth Regardless of Category Maturity, There Is Still A Minor Area of Polishes That Is Expected To Develop Distribution of Polishes Is Gradually Changing Competitive Landscape Polishes Is Dominated by Imports Pronto From SC Johnson & Son Strengthens Its Leadership in 2017 Stable Company Shares Over the Review Period, But Changes Are Possible Over the Forecast Period Category Data Table 50 Sales of Polishes by Category: Value 2012-2017 Table 51 Sales of Polishes by Category: % Value Growth 2012-2017 Table 52 NBO Company Shares of Polishes: % Value 2013-2017 Table 53 LBN Brand Shares of Polishes: % Value 2014-2017 Table 54 Forecast Sales of Polishes by Category: Value 2017-2022 Table 55 Forecast Sales of Polishes by Category: % Value Growth 2017-2022 Headlines Prospects Growing Awareness of Surface Care Products Is Predicted To Support Steady Growth of the Overall Category During the Forecast Period Gradual Change in Distribution Is Evolving Strong Currency Fluctuations Are Not Expected To Affect Value Sales of Surface Care Products Competitive Landscape Unilever Group Stands Its Ground in 2017 SC Johnson & Son Ranks Second in 2017 Thanks To A Wide Portfolio Third-ranked Player Shows Strong Growth Category Data Table 56 Sales of Surface Care by Category: Value 2012-2017 Table 57 Sales of Surface Care by Category: % Value Growth 2012-2017 Table 58 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017 Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017 Table 60 NBO Company Shares of Surface Care: % Value 2013-2017 Table 61 LBN Brand Shares of Surface Care: % Value 2014-2017 Table 62 Forecast Sales of Surface Care by Category: Value 2017-2022 Table 63 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022 Headlines Prospects Growing Number of Modern Grocery Retailers Gradually Increases the Awareness of Various Toilet Care Products Unit Prices Set To Decline the Split Between Rural and Urban Areas in Terms of Toilet Care Products Is Expected To Continue Over the Forecast Period Competitive Landscape SC Johnson & Son Leads Toilet Care and Increases Its Value Share in 2017 Procter & Gamble Ranks Second Thanks To Lower Prices Private Label Starts To Appear Category Data Table 64 Sales of Toilet Care by Category: Value 2012-2017 Table 65 Sales of Toilet Care by Category: % Value Growth 2012-2017 Table 66 NBO Company Shares of Toilet Care: % Value 2013-2017 Table 67 LBN Brand Shares of Toilet Care: % Value 2014-2017 Table 68 Forecast Sales of Toilet Care by Category: Value 2017-2022 Table 69 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022