In response to the outbreak of COVID-19 there was a surge in demand for products which can help maintain good hygiene around the home, with consumers keen to ensure they protect their family from the virus. This had a hugely positive impact on a range of surface care products, with all purpose cleaning wipes, home care disinfectants and multi-purpose cleaners being the most dynamic categories.
With sales rocketing both large and small players looked to benefit. Marketing focused on the disinfectant qualities of products and the need to clean surfaces thoroughly to prevent the spread of COVID-19, with the focus being on the ability to kill both bacteria and viruses.
Concerned about potential supply issues some manufacturers such as Reckitt Benckiser stopped production of some product lines to focus on their core products, especially those with disinfectant claims, with this also helping them to see stronger growth. In some cases, companies also halted the launch of new product lines, such as Clorox Co of Canada Ltd stopping production of its new compostable cleaning wipes to focus on its disinfecting all purpose cleaning wipes.
Growth is expected to stabilise from 2021 as the panic around COVID-19 starts to subside. With the rolling out of Canada’s COVID-19 vaccination programme it is hoped that the country will enter a period of normalisation by the second half of 2021.
The key consumer concern when it came to surface care during 2020 was the perceived effectiveness of a product at killing the COVID-19 virus. Once COVID-19 is contained and the vaccination programme is complete it is expected that consumers will turn their attention towards other matters, such as a product’s green credentials.
Despite growing environmental concerns there is still likely to be an ongoing demand for convenience, with this expected to help drive strong growth in all purpose cleaning wipes over the forecast period. These products offer a quick and convenient solution for cleaning surfaces around the home; however, with growing paranoia about the ease at which germs can be spread when outside the home, some consumers have also taken to carrying these products with them when on the go.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in Canada 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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