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