Surface care saw demand receive a considerable boost from the COVID-19 pandemic, as consumers’ increased concern about hygiene and viral transmission led to more frequent and rigorous cleaning of household surfaces. Demand was particularly strong in March in the early stage of the outbreak in Greece and, despite some falling away due to the low number of cases in the country, remained higher than in the previous year during the early summer, as consumers continued to focus strongly on household hygiene.
Dettol was the strongest performing brand in surface care and across home care in the Greek market in 2020 as all of its variants benefited from the strong increase in consumer hygiene-consciousness. Indeed, Dettol was the only brand subject to significant panic buying during the year, resulting in it being out-of-stock.
While concerns over hygiene were the key driver of growth in surface care in 2020, another interesting development was the relaunch of the Roli brand in the category. Up to 2020, the only Roli product still active was in scouring agents, which was perceived to be a somewhat dated product.
The COVID-19 pandemic has still not been brought under control and Greek consumers remain concerned about the potential for viral transmission via household surfaces. This will support continued demand for surface care products in 2021, though sales are expected to decline from the peak seen in 2020 at the height of the pandemic.
The key role of consumer hygiene concerns in demand for surface care during the forecast period will continue to support a strong performance for home care disinfectants products during the early part of the forecast period. Home care disinfectants is not a mature category and provides considerable room for further growth.
While the COVID-19 crisis is expected to have a significant and lasting impact on consumer confidence and purchasing power, this is set to have a relatively limited impact on sales of surface care products. Although the increased budget-consciousness resulting from the crisis will focus consumer spending on essentials, COVID-19 has helped surface care to climb the ladder of priority in consumer household purchases.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in Greece 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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