Surface care registered healthy value growth in 2020, on a par with growth in 2019. However, there was a higher growth in volume of products sold, with consumers shunning more sophisticated surface care products such as bathroom cleaners, descalers, kitchen cleaners and oven cleaners in favour of more economical multi-purpose products.
Henkel Algérie remained the outright leader of surface care in 2020, with its popular Bref brand, despite a gradual loss of share of value sales over the review period. The company benefits from an enduring reputation for high-quality products, and the Bref brand is offered at affordable prices thanks to domestic production.
Duties levied on imported goods contributed to favourable conditions for domestic players in 2020, enabling them to increase their share of surface care. However, multinationals continue to have significant value share.
Overall, surface care is expected to register significantly lower volume and value growth over the forecast period, in comparison with the review period. This is due to lower disposable incomes driven by inflation, as a result of the economic fallout of COVID-19.
Surface care is predicted to record slower growth in volume sales and value sales over the forecast period, compared to its performance during the review period. The projected rise in inflation and devaluation of currency will further erode consumer purchasing power.
Multi-purpose cleaners dominated surface cleaners in 2020 and is expected to enjoy the strongest growth rate in current value terms over the forecast period. Demand for multi-purpose cleaners will remain high, due to their ease of use and reasonable price point.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in Algeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Surface Care research and analysis database.
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