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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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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Country Report

Surface Care in Vietnam

Feb 2017

Thanks to the stronger financial capacity of the leading players in the category as well as longstanding brand equity, most of the major players in surface care are not only focusing on maintaining their dominance in the category, but they were also ...

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Country Report

Surface Care in Pakistan

Feb 2017

Demand for surface care products remains limited to large cities and urban areas of the country due to its limited exposure, lack of affordability and awareness about surface care products....

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Country Report

Surface Care in Estonia

Feb 2017

The current value growth of 4% seen in surface care in 2016 was in line with the CAGR seen over the review period as a whole. Improving economic conditions have helped to accelerate growth year-on-year as the review period progressed. Rising consumer...

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Country Report

Surface Care in Austria

Feb 2017

With greater awareness of health and wellbeing, Austrians increasingly understand the importance of bacteria- and germ-free households. Thus, many consumers went beyond looking for effective surface cleaners in 2016 and increasingly opted for ...

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Country Report

Surface Care in Germany

Feb 2017

German consumers are increasingly purchasing surface care that offers general cleaning, which can be used for a variety of purposes throughout the home, moving away from purchasing specific purpose cleaners. This is because house sizes and the amount...

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Country Report

Surface Care in Spain

Feb 2017

The evolution of the Spanish economy and political situation are the crucial factors explaining the performance of home care products in 2016. Euromonitor International data point out that the Spanish economy recorded a positive GDP growth rate of 3%...

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