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Surface Care

Euromonitor International publishes the world's most comprehensive market research on the surface care industry. Our reports feature a wealth of standardised and cross-comparable statistics including total market sizes, market share and share data, distribution and industry trends and sub-category level information. 

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Strategy Briefing

Home Care: Quarterly Statement Q2 2017 - Brazil and Mexico Poles Apart

Jun 2017

For the most part the Q2 2017 update for home care is a story of ‘steady as she goes’, with only a minor downward revision 2016-2021. These downgrades reflecting a combination of likely adverse outcomes associated with the likes of President Trump ...

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Country Report

Surface Care in Sweden

Jun 2017

Surface care registered current value growth of 1% in 2016. This was the category’s strongest performance of the 2011-2016 period, over which its sales stagnated. The increase in sales in 2016 continued an upward trend in surface care’s performance ...

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Country Report

Surface Care in Japan

May 2017

Surface care grew by 1% in current value to reach sales of JPY120.7 billion in 2016, a rate of growth which was in line with the 1% current value growth recorded in the category during 2015. Because of increasing number of women in the Japanese ...

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Company Profile

Reckitt Benckiser Group Plc in Home Care

May 2017

The 2017 acquisition of Mead Johnson represents a major step in RB’s efforts to position itself as a consumer health company. This profile analyses the ramifications of the acquisition for the operations of the world’s third largest home care player,...

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Country Report

Surface Care in Indonesia

May 2017

Demand for surface care continued to increase in Indonesia in 2016, with growth in the category supported by growth in the country’s housing market, along with rising urbanisation. More consumers are moving to houses and apartments in bigger cities ...

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Company Profile

Henkel AG & Co KGaA in Home Care

May 2017

Henkel is the fourth largest home care manufacturer in the world, and the second largest in Western Europe. This profile analyses Henkel’s strategic efforts to strengthen its key category positions in developed markets (with a specific review of the ...

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Country Report

Surface Care in Kenya

Apr 2017

Surface care increased by 11% in current value terms in 2016, to reach sales of KES1.1 billion. The category continued to record strong growth as consumers increasingly demanded products that offer high effectiveness and/or some added benefits, such ...

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Company Profile

Church & Dwight Co Inc in Home Care

Apr 2017

Recent changes in US laundry care have significantly increased the competitive pressure on Church & Dwight. This profile examines how the company’s core value-orientated positioning is being squeezed by factors such as Procter & Gamble’s ongoing ...

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Country Report

Surface Care in Italy

Apr 2017

Surface care had a poor year in 2016. While in other home care categories competitive pricing is slowing, in surface care, price remains a deciding factor in consumers’ choice of product or brand as the prudent attitude Italian consumers adopted ...

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Country Report

Surface Care in Cameroon

Apr 2017

Towards the end of the review period, surface care in Cameroon continued to benefit from consumer interest encouraging domestic players to venture into the category. However, most international players that dominate the market have not been moved ...

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Country Report

Surface Care in New Zealand

Apr 2017

Environmental concerns continued to influence surface care in 2016, most obviously evidenced by the strong growth in green brands such as Ecostore and Earthwise, which was more visually noticeable by the increasing level of shelf space allocated to ...

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Country Report

Surface Care in Taiwan

Mar 2017

Taiwanese consumers are becoming more careful when choosing surface care products and many of them are deliberately avoiding products which they perceive as toxic or which contain too many chemical ingredients. Some consumers are even choosing only ...

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Country Report

Surface Care in Hong Kong, China

Mar 2017

Surface care posted current value growth of 4% in 2016. Due to busy lifestyles, on the one hand consumers reduced the usage of surface care products, whilst on the other, consumer demand increased for surface care products that have a stronger ...

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Country Report

Surface Care in Malaysia

Mar 2017

Capitalising on the bad reputation of bacteria and germs, 2016 saw the major manufacturers of surface care in Malaysia launch antibacterial products in floor cleaners, multi-purpose cleaners and bathroom cleaners, among others surface care ...

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Country Report

Surface Care in the Philippines

Mar 2017

In the Philippines, surface care remains the smallest category within the home care market, accounting for a 2% value share. Its sales generally depend on public awareness regarding the need for products that disinfect the household environment but ...

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Country Report

Surface Care in Australia

Mar 2017

Convenience remained a key concern for Australian consumers of surface care products in 2016. This resulted in current value growth of 3% within surface care. This growth was lower than the CAGR seen over the review period, which was attributable to ...

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Company Profile

Kao Corp in Home Care

Mar 2017

Japan’s leading home care player, Kao, faces significant challenges in its domestic market. This profile analyses the company’s efforts to counter maturity and intensifying competition in key categories through innovation and marketing targeting ...

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Strategy Briefing

Surface Care in Eastern Europe

Mar 2017

Surface care is considered to have reached maturity in Eastern Europe, but the region remains vulnerable to the macroeconomic performance of Russia, as a result of a high reliance on this market in terms of sales. The shift to modern retailing ...

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Country Report

Surface Care in the United Arab Emirates

Mar 2017

Consumers are continuing to shift slowly from multi-purpose cleaners towards more specialised products. For example, in 2016 there was more dynamic growth in categories such as kitchen cleaners, bathroom cleaners and window/glass cleaners than in ...

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Country Report

Surface Care in India

Mar 2017

With increasing advertising and promotional activities by leading surface care players such as Reckitt Benckiser and Hindustan Unilever, local consumers are becoming increasingly aware of the importance of healthy living. In addition, the initiatives...

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