Surface Care in Israel

PROSPECTS

Multipurpose cleaners see increased growth at expense of specific-use products

In 2019 surface care saw continued growth, and an improved performance on the previous year. With increasingly busy lifestyles, consumers are less engaged with cleaning than they used to be.

Increased use of professional services impacts retail demand for surface care

Increasingly busty lifestyles are also leading to the increased use of professional services, and also fostering technological developments in the surface care environment. Israelis typically work long hours and have more children than their counterparts in other developed countries.

Convenience factor underpins continued growth in popularity of home care wipes

The shift towards products offering added convenience is also evident in the major rise in home care wipes. Such products are becoming more common in households, being used as a complementary cleaning product.

COMPETITIVE LANDSCAPE

Sano strengthens lead, Dettol makes big splash with unique performance claims

Sano Bruno’s Enterprises Ltd consolidated its leading position of the surface care category in 2019. The Sano brand enjoys high familiarity among consumers, is trusted, and benefits from strong distribution; this includes small grocery stores, which other players do not reach.

Sano launches new products with antibacterial functionality

Immediately after the introduction of Dettol, Sano launched a new line of disinfectant sprays and wipes called 99.9, claiming to get rid of 99.

Jacoby Jack & Sons sees share fall due to greater focus on specific-use products

Jacoby Jack & Sons Ltd held third place in the surface care category in Israel in 2019. However, as a small player with limited distribution capability and minimal marketing budget, the company has a glass ceiling when it comes value share, and suffered an overall category value share decline in 2019.

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