Экономические науки

/2.Внешнеэкономическая деятельность.

Isakova Y.O., Ysikov V.A.

Donetsk national University of economics and trade named M. Tygan-Baranovsky,Ukraine

Global market trends household chemicals and liquid soap

The average global rate of use of household chemicals - 7 kg per person per year, the rate of use in Europe - 12-16 kg, Ukraine, on average, 5 kg of such products. On the market for more than 9/10 represented the world's leading food companies. The main problem for these companies is falsifying their brands. The latest trends in the market of household chemicals is increasing interest in high-quality, environmentally friendly products in the functional package.

Chemical maintenance of cleanliness in all its manifestations (laundry, cleaning, washing dishes) is one of the most advertised product categories. Despite the harmful household chemicals do without these goods impossible.

Almost all household goods shipped multinational producers who came to the Ukrainian market after a sharp decline in production in the early 90's. It said that import prevails, it would not be entirely true: recently, global corporations have begun to actively place their production in Ukraine.

In general, household chemicals market in Ukraine represented 5.7 greatest representatives of multinational companies. Leading positions in terms of production company is Procter & Gamble (incorporated in Luxembourg). Today the company, according to various estimates, owns more than half of the market. Ability to control such a large share of it was after acquired manufacture Ukrainian-Turkish company Olvia Beta and extended price range of the products. Now TM Ariel, Tide and Bonux oriented higher price segment, and the products under the brands of Gala and Dax, produced at facilities Olvia Beta, is positioned as a low price.

Most of the products - Russian production (enterprises of Moscow). This marks MrProper, Dreft, Fairy, Ace, Lenor and others. The Ukrainian Plant Procter & Gamble Manufacturing Ukraine (Ordzhonikidze, Dnipropetrovsk region) come cheap washing powder and liquid dish detergent (Gala, Tide), and soap (Shandy, Safeguard and Camay).

Generally, the company Procter & Gamble introduced a wide range (tens of brands in different segments) products, allowing it to increase sales and not fear competition. However, the company is not all segments. For example, not supplying polishes and aerosols.

The company Henkel (US-EU). Through the "Henkel-Ukraine" with the EU and the CIS exports a wide range of products under famous brands Persil, Rex, Perwoll, Pur, Bref, Silan, Losk. Henkel takes about 15% of the market of household chemicals.

The third-ranked company Reckitt Benckiser, which is among the five world leaders in the production of detergents. Brands of the company - Vanish, Tiret, Cillit, Calgonit and Hayat. This company has 10% market share.

About 10% of the market company SC Johnson (USA), on the Ukrainian market household cleaning products under the trademark "Toilet Duck", "Mister Muscle», Raid, Oust, Glade (aerosol air fresheners) and Pronto (polishing). The company, unlike Procter & Gamble, is the absolute market leader in the segment of aerosol products and polishes.

Market share of other companies, including foreign and domestic producers, small: they divide among themselves (depending on region) 15% of the Ukrainian market. This, for example, is known in Russia trademarks of British Unilever (Toilet Domestos, cleaner Cif), Israeli Sano Brunos (more than 15 species of cleaners, disinfectors tanks Optima), German Werner & Mertz (laundry bleach and cleaners Frosch, Emsal), English Statestrong (fresheners Air) and others.

More clearly world producers can be represented in a diagram.