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.
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.
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.
Although sales growth of most surface care categories is set to decline in 2021 when most people resume their normal, pre-COVID-19 working, socialising – and cleaning – routines, sales levels are expected to be higher than what they were in 2019 before the onset of the pandemic. This will be attributed to the fact that many consumers will have continued to work and/or study from home instead of returning so soon to their workplaces and schools, and to the likelihood that the intensified focus on certain surface care routines resulting from the pandemic will not completely abate, if at all, for many Belgians.
Demographic changes in Belgium in recent years will continue to result in declining demand for surface care, as more and more people are living in smaller accommodations in cities. Elderly people are leaving their houses for smaller apartments, and younger generations are tending to rent flats for short periods rather than buying houses.
Products with disinfectant and eco-friendly attributes and concentrated products have been driving surface care sales and innovation, and the focus on those three assets is expected to strengthen during the forecast period. Even with many people spending more time at home, therefore having more time to clean, multi-purpose surface cleaners is expected to continue to record better results than task-specific surface cleaners.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in Belgium 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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