During 2020, concerns around virus transmission as well as more time spent at home during lockdown contributed to higher growth across some surface care categories. While the pandemic did not alter the overall growth trend for surface care as a whole in Estonia, it did lead to variations across some categories within surface care in 2020 over the previous year.
The unprecedented nature of the crisis led to consumer stockpiling in the first quarter of 2020 though this settled fairly quickly as consumers became accustomed to living under government-imposed restrictions in a bid to safeguard the health of the nation’s people. While there was little change in terms of category growth from 2019, there was a change in priorities towards home care disinfectants in 2020 as well as cleaners marketed as killing viruses, including COVID-19.
Surface care continued to be led by international players Unilever with Cif, and Colgate-Palmolive with leading brand Ajax in 2020. Both brands continued to capitalise on the greater demand for multi-purpose cleaners.
As lifestyles return to normal and more people go back to their workplaces and spend more time on leisure activities outside their homes, there is likely to be a reduction in the intensity to clean surfaces in homes. Moreover, due to the severity of the pandemic on the economy, consumers are likely to see a contraction in their disposable incomes for some time.
Most surface care categories are set to return to pre-pandemic growth levels by 2021. However, more onerous cleaning tasks that require products such as drain openers and floor cleaners and which tend to be carried out on a less frequent basis are not set to return to pre-pandemic levels over the forecast period.
In the expectation that the virus will have been brought under control and vaccines extensively rolled out to the population, demand is set to fall for surface care products such as home care wipes and floor cleaning systems towards the end of the forecast period. However, demand is likely to remain strong for home care disinfectants that are used to clean surfaces, such as handles and desktops.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in Estonia 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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