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 disinfectant products on surfaces in their homes when it is not necessary.

Wipes remains somewhat of a novelty

Wipes of all types remained somewhat of a novelty in 2019. Brand availability remained quite weak, with products not necessarily widely available across all grocery retailing channels.

Increasing preference for multi-purpose cleaners

Danish consumers are increasingly questioning the need to purchase separate and specific surface care products, preferring to opt for multi-purpose cleaners in an effort to save money. Multi-purpose cleaners are regarded as more than adequate for the majority of household cleaning tasks by many consumers, and the trend is likely to intensify over the forecast period.

COMPETITIVE LANDSCAPE

Colgate-Palmolive had lost share in surface care over the early part of the review period, but fought back in 2018 and 2019 to exceed its earlier share in 2019. The company’s leadership can be attributed to strong awareness and recognition of its Ajax brand, which is available across the various surface care categories.

Reckitt Benckiser Nordic continues to grow its share

Reckitt Benckiser Nordic continued to increase its retail value share in second place in surface care in 2019 due to successful positioning of its Cillit Bang brand as an effective cleaner. This has been achieved with vibrant packaging colours, and the use of active, action words to described product attributes such as “instant power”, “fresh force”, “power shine” and “turbo foam”.

Private label strong in surface care

Private label is widely available and quick to mimic the innovation lead of brands, if not driving innovation itself. This lowers the perceived quality differential between brands and private label, with households not necessarily viewing private label products as “inferior” to brands.

Files are delivered directly into your account within a few minutes of purchase.