Surface care saw demand bolstered by the COVID-19 crisis in 2020. There were two main factors influencing increasing consumer interest in surface care products.
Home care disinfectants was the strongest performing surface care category during the COVID-19 crisis. While the category experienced some supply shortages in the early stage of the pandemic due to factors such as disruptions to production and panic buying, the supply soon normalised.
Shanghai Johnson Ltd remained the largest player in surface care in 2020 as it continued to benefit from the good reputation of its Mr Muscle brand in home care as a whole, as well as a strong product range and established distribution network. It has also focused on creating an image of reliability for the brand, as well as looking to develop strong e-commerce strategies with online retailing seeing rapid development in surface care even before the boost provided by conditions during the COVID-19 crisis.
COVID-19 is expected to lead to an enduring increase in consumer hygiene-consciousness that results in a permanent change in hygiene habits and supports continued growth in demand for surface care products. As a result, anti-bacterial and anti-viral properties will be key features of consumer demand and manufacturers’ product innovation and marketing strategies during the forecast period.
The COVID-19 crisis resulted in an increased consumer emphasis on the efficacy of surface care products that overshadowed the eco-conscious demand and interest in sustainability that was emerging before the pandemic. However, the forecast period is expected to see a revival in consumer environmental-awareness and rising demand for eco-friendly surface care products, especially as economic conditions improve.
The COVID-19 crisis is expected to have an enduring positive impact on demand for impregnated wet wipes. Increasingly hygiene-conscious consumers shifted to disposable wipes during the pandemic because of concerns about the COVID-19 virus being transmitted via traditional cloths.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in China 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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