Surface Care in Israel

PROSPECTS

Shift towards hired cleaning services

Consumer lifestyles are becoming increasingly busy, with Israelis typically working long hours and having more children than families in other developed countries. This busy lifestyle leaves minimal time for taking care of the house and cleaning.

Gradual shift between cleaning products

Multi-purpose cleaners was the fastest growing area in volume terms in 2018, with this trend expected to continue over the forecast period. This growth reflects a gradual shift from purchasing cleaning products designated for a specific purpose towards buying more multi-purpose cleaners.

Surface care products perceived as unhealthy

In recent years, awareness has increased of the health aspects of cleaning products. Consumers are refraining from using large amounts of cleaners.

COMPETITIVE LANDSCAPE

Sano Bruno’s Enterprises continues to lead sales

Sano, as a leading company in overall home care, also dominates surface care. Sano benefits from its dominant and well-trusted brand name, which is synonymous with cleaning products.

Unilever’s Cif brand continues to perform well

The second leading player in surface care is Unilever. While the company mainly focuses on other areas, its Cif surface care brand benefits from widespread distribution.

Limited growth potential for smaller players

Jacoby Jack & Sons is the third leading company within surface care in Israel. However, as a small player with limited distribution capability and a minimal marketing budget, the company has a glass ceiling when it comes to gaining further sales share.

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