Surface care posted positive, albeit slow, current value growth in 2018. Stronger growth was hampered by the category’s maturity and sluggish new product development.
To stay ahead of the competition, manufacturers need to focus on innovation, developing surface care products which are safer for both the environment and human health. For example, Henkel’s new Tolu surface care products are dermatologically tested and pH neutral.
While Finns appreciate product safety, efficiency and ease of use are also key to winning over consumers, who have a wide range of surface care products to choose from. Over the forecast period it is anticipated that both task-specific products for certain surfaces, such as hardwood floors, and convenient multi-purpose products will be in demand.
Although the share of private label in surface care is considerable in Finland, brand manufacturers managed to fight back in 2018. Recent new product developments, marketing efforts and the offer of value-added features all helped brand manufacturers to regain lost sales.
While new product development was slow in 2017 and 2018, some interesting innovations were seen. For example, Henkel expanded its Tolu brand in surface care, adding unique scents such as aloe vera, almond and tundra spring to its cleaning liquids and sprays.
One of the most significant trends in Finland in 2018 was an appreciation of products with domestic origins, with “Finnishness” also being highlighted in surface care. Local manufacturers such as Sinituote and KiiltoClean emphasised their local origins by using the Key Flag symbol on their packaging.
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This industry report originates from Passport, our Home Care market research database.