Surface Care in Denmark

PROSPECTS

Consumers increasingly demanding more natural products

The use of too many chemicals in surface care products has become a concern for many in Denmark. For instance, people often use disinfection products on surfaces in their homes when it is not necessary.

Recommendation drives consumer self-education

Danes are generally good at educating themselves when it comes to personal health-related topics. Most people are aware of the latest health trends and the foods they need to avoid or include in their diets.

Health and safety in production facilities likely to grow in importance

Moreover, as is being seen in other industries in Denmark, another increasingly important aspect in the buying decision is the health and safety of those working in surface care production facilities. This is a somewhat similar development to that seen in the food industry, where the importance of the wellbeing of farm animals started to emerge some years ago and is now a significant selling point.

COMPETITIVE LANDSCAPE

Eco Clean Nordic benefits from increasing interest in natural products

The domestic home care producer Eco Clean Nordic is a young company whose mission is to create natural cleaning products which do not impact the environment. With this issue becoming increasingly important to consumers, the company performed well in 2018, posting double-digit value sales growth.

Colgate-Palmolive continues to lose share but remains category leader

Colgate-Palmolive maintained its leading position in 2018 but continued to see its value share decline slowly. The company’s leadership can be attributed to strong awareness and recognition of its Ajax brand.

Reckitt Benckiser Nordic increases its value share

Reckitt Benckiser’s Cillit Bang brand continued to gain share in 2018, primarily thanks to marketing focusing on its multi-functionality and convenience. Danish consumers value products which can be used on multiple types of surfaces and are quick and efficient, hence being attracted to the brand through words such as “faster” and “turbo” on its packaging.

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