After a disappointing 2019, demand for surface care boomed in 2020 as many consumers sought to increase their levels of home cleanliness and hygiene during the COVID-19 pandemic. Home care disinfectants registered strong double-digit retail volume growth in 2020, while absolute volume sales of multi-purpose cleaners, the largest area by volume within surface care, also developed well.
Prior to the health crisis, brands emphasised attributes related to sustainability and natural ingredients, and these were in demand among Colombian consumers. However, the positioning emphasis changed significantly during the epidemic, with brands focusing on their capabilities in the elimination of germs and their ability to support immunity and general health.
Multi-purpose cleaners witnessed significant reductions in average unit prices in 2020 while consumption boomed as many consumers opted for quick and convenient cleaning solutions. These products were included in the government’s list of VAT exemptions, which automatically reduced prices.
Surface care is expected to continue to record good, if slightly declining, retail volume growth over the forecast period as home hygiene remains important to households after the experiences of the global pandemic. Kitchen cleaners, home care disinfectants and window/glass cleaners will outperform.
Wipes recorded strong double-digit retail value growth in 2020 and this is expected to continue into the forecast period due to the convenience offered by the format. As the lifestyles of many Colombians become busier as many return to work, the ease of use of these products will continue to appeal, particularly to younger families where both partners work.
Private label performed better than the main players and took the leading position within surface care in 2020 as many consumers looked for value prices. Despite their strong reputations and long-established positioning, mainstream brand players are facing challenges due to the strong presence of private label in multi-purpose cleaners and recent new product developments from smaller players which has increased fragmentation in the competitive landscape.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in Colombia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Surface Care industry in Colombia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Surface Care research and analysis database.
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