Surface care saw slow but stable retail volume and current value growth rates during most of the review period, but far more dynamic rates of growth were evident in 2020. Along with dishwashing and toilet care, surface care saw one of the biggest increases in growth in 2020, with COVID-19 being the main factor causing this strong rise.
Efficacy was the dominant trend during 2020, as COVID-19 led to greater demand for efficient products which helped to maintain health and promised to sanitise surfaces effectively. For instance, the domestic brand Ole Hyvä launched alcohol-based disinfectant sprays and refills.
To stay ahead of the competition, manufacturers are focusing on innovation, developing surface care products that contain fewer chemical ingredients and are therefore safer for both the environment and human health, engendering trust and consumer loyalty. Domestic brand Softcare, for instance, continued to launch innovative tailor-made surface care solutions, such as Softcare Komposiittipesutiviiste, a concentrated detergent for composite and plastic surfaces both indoors and outdoors, which comes in a recyclable plastic bottle.
Due to the exceptional growth seen in 2020, 2021 is set to see a reversal of this trend, with falling retail volume and current value growth rates. However, sales are expected to remain higher in 2021 than they were in 2019, as not all additional sales will be lost.
Surface care is likely to face several threats to growth over the forecast period. One is falling purchasing power, which is expected amongst some consumers due to economic problems as a result of COVID-19 restrictions.
Environmental responsibility will continue to be a focus of manufacturers in the forecast period, and the strong competition will also demand well-considered marketing efforts and strategies to strengthen consumer loyalty. Already, the Lumme brand not only emphasises its environmental-friendliness, but has also collaborated with Keep the Archipelago Tidy Association to donate money to keep waterways clean, whilst its product packaging sports the Nordic Ecolabel.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in Finland 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.
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This report originates from Passport, our Surface Care research and analysis database.
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