In surface care in Ireland, there was a much stronger sales acceleration in 2020 than was the case for most other home care segments. This was due not only to stockpiling, but also to consumers’ increased focus on hygiene.
In addition to the rising interest in labour-saving devices, prior to the pandemic consumers were spending less time cleaning their own homes. Irish women, who traditionally stayed at home and bore the burden of housework, are as likely as men to work full-time, but they still tend to do the bulk of household chores.
Large multinational players continued to lead surface care in retail value share terms in 2020, although strong sales gains were also made by private label retailers. Tesco, Lidl and Aldi are well placed to gain retail value share from branded players over the forecast period.
While 2021 is likely to see volumes sales dip mildly overall given the spike in demand in 2020 and subsequent oversupply in households, surface care is predicted to strengthen over the remainder of the forecast period. By 2024, sales are likely to eclipse 2020 levels such is the prediction of consumers’ sustained vigilance regarding household hygiene.
As in other home care categories, the environmental impact of products and their usage is an increasing concern in surface care. Consumers continue to look for effective products, but increasingly consider the ecological footprint when making purchases.
E-commerce posted even stronger retail value sales growth in 2020, taking its share of surface care into double digits. While the closure of store-based retailers deemed non-essential in 2020 boosted demand considerably, more consumers were already looking to internet shops for the convenience and the wider assortments, particularly with regard to products that are perceived to be more environmentally friendly, such as dry wipes.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in Ireland 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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