Surface Care

In 2019, there was a rapid increase in urbanisation in Canada as the population of metropolitan areas grew by close to triple the rate, compared to the rest of the country. This increase towards urban areas and into smaller apartments benefits ...

Peruvian consumers are very price sensitive and react positively to promotions related to product price reduction such as “buy 2 and get 3” or enticing discounts such as 50% off the second product or a free small bottle for the purchase of large ...

Thanks to subtropical weather, consumers pay more attention to maintaining hygiene at home, leading to almost all surface care subcategories registering positive volume and value growth. Bathroom cleaners, kitchen cleaners, floor cleaners and drain ...

This company profile discusses Henkel’s recent performance in home care, and examines its corporate strategy objectives. Henkel’s home care business continues to witness growth from market momentum; however, the market environment is becoming ...

Surface care held no surprises in 2019. As consumer confidence returned slowly towards the end of the review period, consumer spending, and purchases of surface care, grew. The weak economic situation led most consumers to become increasingly price ...

Multipurpose cleaners recorded the fastest growth in surface care in both volume and value terms in 2019, and also continued to be the largest product in the overall category. The main benefit of multipurpose cleaners lies in their versatility, as ...

Refill packs – primarily pouches – have become very popular in surface care in Argentina in recent years, particularly in kitchen, bathroom and window/glass cleaners. In some categories, refill packs are now dominant, with trigger spray bottles only ...

Surface care in Sweden is seeing slight value growth in 2019, though when looking in constant value terms, the market is expected to undergo a slight decline during the forecast period. This is mainly because of the maturity of the market; most ...

Slovenia’s increasing prosperity means that the level of employment is rising, and consumers have more disposable income. As the pace of life accelerates and consumers have less leisure time, convenience is increasingly important within surface care....

Surface care sales in Saudi Arabia grew steadily in 2019 both in volume and in current value terms. Such a positive performance was unexpected, as manufacturers feared that the expatriates’ exodus could have harmed sales in surface care. However, ...

Health awareness among Vietnamese consumers has increased significantly in recent years, especially in urban areas. In response, key players in the category have introduced surface care products that claim to eliminate 99% of bacteria. Especially ...

Consumers are becoming more aware of the advantages of using task-specific products rather than multi-purpose ones. While many people still opt for the convenience of buying a single product for all their needs, a growing number appreciate the better...

According to Euromonitor International’s Lifestyles survey, only 28% of respondents prefer to entertain family and friends at home at least weekly. Combined with more time spent in offices, transit, or other places, Singaporeans are spending less ...

Surface care shows good growth in Kazakhstan in 2019, with strong opportunities for the future. Multi-purpose cleaners holds the largest sub-category value share by a significant margin, and multi-purpose cleaners also shows one of the joint ...

Specialisation gained traction during the review period due to the efforts of brands such as Binner, until economic turmoil encouraged consumers to return to multi-functional products for cleaning floors, for example. However, specialised products ...

The rise of urbanisation and increasing disposable income support the demand for speciality cleaning products for first-time homeowners, which allowed the surface care category to grow in 2019. As consumers have more money to spare, they are able to ...

In spite of already being by far the biggest category in surface care, multipurpose cleaners continued to record strong growth, thanks to the popularity of these products among Uzbekistanis. Consumers like to purchase universal goods such as ...

Volume sales of surface care products fell again in 2019, hit by the sharp declines in a number of task-specific surface care products. Following a number of years with healthy volume growth rates, the economic downturn and rising inflation, which ...

Surface care recorded a solid year in 2019 showing growth both in volume and value terms. Consumers are increasingly searching for task specific products as they look for better results when cleaning. There was thus strong growth within bathroom ...

In 2019 surface care saw continued growth, and an improved performance on the previous year. With increasingly busy lifestyles, consumers are less engaged with cleaning than they used to be. There is a growing number of dual-income households, and a ...