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Блог эксперта

Organic household chemicals market in 2019


Even though the issue of environmental friendliness of household products, in particular the content of phosphates in them, is poorly regulated in Russia, consumers increasingly look for safe and organic powders and liquids. As a result, environmentally friendly category of products is developing in the household chemicals market.


A large proportion of stores’ shelf capacity is occupied by “traditional” detergents. At the same time, eco-friendly chemicals have started to gain their share of market with several eco-brands being represented in each category of detergents. On the shelves, they are practically not laid out separately from the "traditional" products, but are located close to each other. The exceptions are only Auchan and Metro which have separately designated shelving for these products.

In the ecologically friendly category, a pool of leaders was formed by such brands as Synergetic, Frosh, NordLand, Zero, Vaily and Bio Mio which are represented in almost all major sales chains. Some other notable brands include EcoSoda which uses the stereotype — soda is the safest detergent — as well as South Korean brands represented in Auchan, they use the stereotype — all South Korean and Japanese products are high-tech.

The observation showed that due to the unorganized laying of products on the shelves it is very difficult for the consumer to stick with one brand os household chemicals — only one out of ten consumers bought detergent of the same brand they have always preferred. The rest studied the shelves for a very long time and scrupulously read all the labels.


First of all, people want to get more entertainment and new experience in everything that they do. This is reflected in the categories of home care products: the emergence of new forms of products (for example, washing capsules and dishwasher gels), gadgets and appliances.

Secondly, Green World / Eco / Bio / Organic / hypoallergenic / phosphate-free and other products without damaging components. Products that respond to both people's needs for self-care and their conscious care for the environment and health issues get introduced to the market.

Thirdly, the so-called “peoples” (Soviet era interpretation of the word traditional) substitutes are being revived: soda, green tea, vinegar, blue, citric acid, etc. Means that are considered "grandmother's" methods and thus work unequivocally and are much cheaper