Considered one of the most relevant home care categories (behind laundry care in value terms), surface care continued to rely on the further development of additional levels of segmentation and product specialisation, while becoming increasingly proactive in terms of providing more affordable products to its target audience. Specific surface formulations, new product formats and specific functional claims continued to emerge across an expanding base of modern grocery retailers in the country, where top-of-mind global brands and new imported products continued to rely on differentiation to reach more sophisticated mid- and high-income consumers.
Based on trends witnessed at the end of the review period, the predicted performance for surface care will be determined by the development of additional segmentation and product specialisation over the forecast period. Major domestic and imported brands will continue to rely on specific products to target the quality expectations of mid- and high-income local consumers.
Benefitting from their consolidated participation across multiple home care categories, international players Reckitt Benckiser and SC Johnson continued to capitalise on their strong manufacturing and distribution capabilities, allowing them to remain as the main surface care leaders. Both leverage on the strong brand awareness of their main products Lysol and Brasso in the case of Reckitt Benckiser, as well as Pledge and Mr Muscle in the case of SC Johnson.
The remaining players in surface care continued to be relatively fragmented, although being characterised by the secondary roles of global players such as Clorox and Colgate-Palmolive, as well as the domestic competitor Grupo Constenla (Tronex), which continued to capitalise on additional sales opportunities based on product availability, aggressive pricing relations (through larger packaging formats and flexible value packs) and multiple types of functional formulation claims.
As the local macroeconomic outlook is predicted to inevitably enter a generalised slowdown over the forecast period, it is anticipated that the most relevant competition dynamics within surface care will move towards priced- based competition and product availability, with major players such as Clorox and Colgate-Palmolive becoming interested in gaining additional share from Reckitt Benckiser and SC Johnson. Therefore, the category leaders will respond with similar value proposals, using their strong manufacturing and logistics capabilities to continue dictating the sales pace, which is already anticipated to engage with further competitive interaction with other imported proposals, including low- and high-end value options.
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This industry report originates from Passport, our Home Care market research database.