Demand for surface care spiked in 2020 as the pandemic sparked history-high hygiene fears. Among the significant functions of surface care, unsurprisingly, the most sought-after was disinfection.
Along with heightened hygiene awareness, consumers have also been displaying greater concerns for general health and wellness during the pandemic, which has given rise to a new concept of cleaning that is effective and harmless. Traditional cleaning products, especially surface care products such as floor cleaners, use strong chemicals to obtain the best cleaning result.
Within surface care, product development has already started to shift from multi-purpose to specific purpose. As the impact of COVID-19 on consumers’ lifestyles has become increasingly evident, this trend has gradually developed into a more complex concept, for which brands will not only tailor their products for specific purposes but also housework patterns.
2020 witnessed the peak of germ-killing, with almost every surface care product adding antibacterial features. However, as consumers have settled into the “new normal” in 2021, opinions on germ-killing have started to diverge, since an increasing number of consumers have started to reconsider the relationship between germs/viruses and humans.
After social unrest in 2019 in Hong Kong, the attention of local consumers has gradually shifted inwards in a way that they have become increasingly supportive of local independent businesses. The impact of COVID-19 has further shaped this local preference as consumers visit their local neighbourhood grocers to avoid unnecessary travel.
COVID-19 contributed to the rapid growth of surface care in 2020. However, at the same time, it also fuelled development within consumer appliances and other industries.
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Surface Care
This report originates from Passport, our Surface Care research and analysis database.
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