Asia Pacific is the fastest growing region for surface care globally. Given the large consumer base and low per capita spending, there is huge potential. Various positive factors will enable increased usage and sales. These include increased product availability and growing consumer inclination to spend on home care, especially in emerging markets. Growing hygiene concerns – never less important than now, given the Coronavirus (COVID-19) pandemic – are also accelerating demand.
This report comes in PPT.
Growth is supported by high sales in China and Japan, along with the accelerated growth of emerging markets like India, Indonesia, Thailand and Vietnam. Increased awareness and the willingness to spend on surface care products is expected to fuel demand in the forecast period as well Asia Pacific is the fastest growing and third biggest region in the global surface care market.
Along with line-extensions based on fragrance, manufacturers are focusing on products that offer strong anti-bacterial properties and powerful cleaning, particularly for the removal of stubborn grease and food residue. Outbreaks of bird flu, swine flu and now COVID-19 have made germ-killing and anti-bacterial properties more important than ever, with demand surging in 2020.
Surface care is quite consolidated in Asia Pacific, with multinational players like Reckitt Benckiser and SC Johnson dominating. However, local players are making their presence felt. In most emerging markets, smaller players are offering products which are affordable and a good entry point for consumers who are upgrading from traditional alternatives. These local players along with private label from bigger retailers are set to grow further, with controlled operational and distribution costs giving them a small but effective, region-specific presence, posing increased competition against established national and multinational players.
Online sales are rising fast across the region, with increased internet usage, accelerating in 2020 by default of lockdown and social distancing measures. An omnichannel approach is increasingly important for leading retailers.
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
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