Surface Care in Belgium

2020 IMPACT

More home time and greater concern for hygiene brought on by COVID-19 leads to double-digit growth for several surface care categories in 2020

Surface care benefitted significantly in 2020 as a result of COVID-19 since people were spending more time at home and cleaning more often. Moreover, their attention to hygiene and determination to disinfect household and other surfaces intensified over the year as government, healthcare providers and media emphasised the need and consumers became better informed.

Sprays and wet wipes continue to generate high interest, with COVID-19 creating greater need for disposable wet wipes with disinfectant properties in 2020

Already highly valued in Belgium for offering convenient and powerful solutions, sprays and wet wipes were booming in this COVID situation. Younger consumers had already been showing less interest in cleaning with a bucket of water and a sponge, preferring to use sprays and wipes instead.

Multi-purpose cleaners remain by far the most used surface care products in 2020

Even prior to COVID-19, multi-purpose cleaners remained far away more used than task-specific cleaners as they are seen as being more economical and easier to use. In 2020, despite people having more time to spend at home and thus better able to perform various specific cleaning chores, the preference for multi-purpose cleaners did not change, and it appears that market players are focusing more on multi-purpose products than they had been in recent years.

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