Surface Care

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.
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Country Report

Country Report

Surface Care in India

May 2020

Home care disinfectants continued to account for most sales of surface care in India with only limited interest and awareness in the other products available. Consumers have become increasingly aware and concerned about health and hygiene with this ...

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Country Report

Country Report

Surface Care in the US

Apr 2020

In October 2017, California passed its Cleaning Products Right to Know Act, which requires more stringent labelling of finished cleaning products sold in California. Product websites will be required to disclose all ingredients, the function of each ...

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Country Report

Country Report

Surface Care in Costa Rica

Apr 2020

Surface care, which is considered one of the most relevant home care categories after laundry care, was characterised by additional segmentation and priced-based competition in 2019, as modern retailers – especially supermarkets and discounters – ...

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Country Report

Country Report

Surface Care in Chile

Apr 2020

There is a lack of innovation in surface care in general, with this benefiting private label and economy brands. There has, however, been some innovation in fragrance, with a focus on scents that suggest cleanliness and freshness. This trend has been...

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Country Report

Country Report

Surface Care in Canada

Mar 2020

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 ...

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Country Report

Country Report

Surface Care in Peru

Mar 2020

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 ...

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Country Report

Surface Care in Taiwan

Mar 2020

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 ...

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Company Profile

Company Profile

Henkel AG & Co KGaA in Home Care

Mar 2020

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 ...

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Country Report

Country Report

Surface Care in the United Arab Emirates

Feb 2020

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 ...

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Country Report

Surface Care in South Africa

Feb 2020

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 ...

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Country Report

Surface Care in Argentina

Feb 2020

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 ...

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Country Report

Country Report

Surface Care in Sweden

Feb 2020

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 ...

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Country Report

Country Report

Surface Care in Slovenia

Feb 2020

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....

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Country Report

Country Report

Surface Care in Saudi Arabia

Feb 2020

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, ...

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Country Report

Country Report

Surface Care in Vietnam

Feb 2020

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 ...

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Country Report

Country Report

Surface Care in Slovakia

Feb 2020

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...

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Country Report

Country Report

Surface Care in Singapore

Feb 2020

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 ...

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Country Report

Country Report

Surface Care in Kazakhstan

Feb 2020

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 ...

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Country Report

Country Report

Surface Care in Colombia

Feb 2020

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 ...

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Country Report

Country Report

Surface Care in the Philippines

Feb 2020

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 ...

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