The SALTON brand increased its share of the market in terms of money and in real terms from September to December, 2009 and it consolidated its second place at the Russian shoe care market! As a result, the positions of practically all major players at the market have substantially worsened. According to experts’ estimation, such brands as Salamander, Kiwi, Diwidik and Twist suffered most of all. 

The economic crisis greatly influenced Russian shoe care market, and the positions of major players have substantially changed. The market’s premium segment, according to UPECO Company’s estimation, was reduced by more than a half, the high segment – by one third and the shares of medium and low price segments grew. While, according to UPECO’s data, late in 2009 Salamander TM’s share of the market substantially decreased, the sales of SALTON TM products grew in 2009 37 per cent in basic prices! 

According to experts’ estimation, SALTON TM has greatly consolidated its positions in September – December, 2009. Thus, SALTON TM’s share of the market grew from 14,6 to 18,1 per cent in money value and from 11,0 to 13,1 per cent in real terms. 

According to experts’ estimation, in key volume forming categories SALTON TM has increased its share of the market and is now at the first place in “shoe polish in a box” category, pushing aside Kiwi TM, a traditional leader in this category! SALTON TM is at the second place in four categories where substantial growth took place in November-December, 2009: “sponges for smooth leather”, “aerosol dye for suede”, “water-repelling impregnation”, “aerosol dye for smooth leather”! 

“One of the factors which guaranteed the success of SALTON TM was the positive dynamics of consumers’ knowledge and loyalty indicators, manifested in recurrent purchases’ quantity, - Andrey Efimenko, SALTON TM brand manager said. – Over three years (2006-2009) the knowledge of SALTON TM grew from 24,2 to 33,7 per cent, and the share of consumers buying products more than once, grew from 82 to 92 per cent. Both indicators demonstrate stable growth several years running! Besides, in 2009 UPECO Company made significant efforts in the distribution building that contributed notably into the sales’ of SALTON brand products’ increase”. 

Experts note that a substantial growth of shoe care market in 2010 is not anticipated; at all this the consumer demand will shift towards quality shoe care products sold at medium prices. SALTON TM products are being sold in this segment. 

“UPECO Company plans to continue investing considerable funds into SALTON brand’s development, - Vladislav Hitrov, UPECO Company’s marketing director confidently says.- Our investments into the upsurge of consumers’ knowledge and loyalty level will influence greatly in the future the increase of SALTON TM products’ share of the market and lessening of other market participants’ shares”.