Executive Summary

Feb 2019
PROSPECTS
Product efficiency remains a key determinant in consumers’ purchasing decision

Australians continue to look at product quality and performance when choosing surface care products. Consumers seek products that require minimal doses or application but can provide excellent results.

Home care disinfectants enjoys another year of healthy value growth

Home care disinfectants continued to cannibalise sales of bleach in 2018. Consumers are shifting towards less aggressive products that will not cause any harm to the health of their household.

The launch of less aggressive cleaning solutions

The health trend will continue to be evident in surface care in the forecast period, as consumers become more mindful of what they are buying and what the risks are of being around certain ingredients. Manufacturers are expected to continue to drive growth in surface care by providing consumers with more effective yet safer cleaning and disinfecting solutions, such as home care disinfectants which contain no bleach and contain natural ingredients.

COMPETITIVE LANDSCAPE
Lack of brand loyalty becomes an issue for manufacturers

One of the challenges brand manufacturers faced in 2018 was consumers’ reduced brand loyalty in surface care. As quality and price continue to be the main drivers in the category, consumers have become more willing to try new products, brands and formats to find the best cleaning solution.

Private label experiences value share growth

As seen in many other home care categories, private label lines have experienced significant growth in sales and consumer awareness. With retailers improving their own ranges of surface care products, consumers are more open to trying these products and enjoying the savings from cheaper prices.

The end to falling prices will offer opportunities

Australians increasingly expect better quality from their purchases, especially when it comes to cleaning products. This trend is likely to continue over the forecast period, and will be driven by brand manufacturers, which aim to increase their value sales through improved product propositions.

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Surface Care in Australia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Surface Care industry in Australia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Surface Care industry in Australia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Surface Care in Australia market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Surface Care in Australia?
  • What are the major brands in Australia?
  • What are the fastest growth categories within surface care?
  • What are the key new product launches in the polishes market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Surface Care in Australia - Category analysis

HEADLINES

PROSPECTS

Product efficiency remains a key determinant in consumers’ purchasing decision
Home care disinfectants enjoys another year of healthy value growth
The launch of less aggressive cleaning solutions

COMPETITIVE LANDSCAPE

Lack of brand loyalty becomes an issue for manufacturers
Private label experiences value share growth
The end to falling prices will offer opportunities

CATEGORY DATA

Table 1 Sales of Surface Care by Category: Value 2013-2018
Table 2 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 3 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 4 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Surface Care: % Value 2014-2018
Table 6 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 7 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 8 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 9 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 10 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Home Care in Australia - Industry Overview

EXECUTIVE SUMMARY

Home care registers another year of value growth
Consumer demand for sustainable home care products continues to grow
Price discounting hinders value growth in home care
Product efficacy remains a key factor in consumers’ decisions
Home care is set to experience a marginal constant value decline

MARKET INDICATORS

Table 11 Households 2013-2018

MARKET DATA

Table 12 Sales of Home Care by Category: Value 2013-2018
Table 13 Sales of Home Care by Category: % Value Growth 2013-2018
Table 14 NBO Company Shares of Home Care: % Value 2014-2018
Table 15 LBN Brand Shares of Home Care: % Value 2015-2018
Table 16 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 17 Distribution of Home Care by Format: % Value 2013-2018
Table 18 Distribution of Home Care by Format and Category: % Value 2018
Table 19 Forecast Sales of Home Care by Category: Value 2018-2023
Table 20 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources