The emergence of COVID-19 had a very strong positive impact on the current retail value sales of surface care in 2020. As fear of the virus grew amongst consumers, they looked for products to clean and sanitise all surfaces inside their households.
In response to the surging demand for safe and effective surface care products, manufacturers and retailers took advantage of an existing regulation in Italy to speed up their launches in 2020. In the country, a regulation exists that allows for the approval process for some disinfectants to be speeded up in case of proven efficacy.
The performance of surface care products slightly varies in 2020. Smaller surface care products such as bathroom and kitchen cleaners, home care disinfectants, as well as multi-purpose cleaners faced strong current retail value growth considering the pandemic in 2020.
Following the strong boost to the current retail value growth rate in 2020, surface care is set to grow much more slowly over the forecast period, possibly even stagnating. The pandemic had a very strong impact on the sales of surface care, causing consumers to develop a new sense of hygiene inside their homes.
In the forecast period, consumers are expected to continue watching their spending due to the economic fallout of the pandemic. Most notably, the tough economy and high unemployment rates in Italy will likely result in consumers remaining cautious of their spending, at least in the beginning of the forecast period.
Some Italian consumers turned to non-store retailing channels in efforts to avoid person-to-person contact during the pandemic, and may continue to use online channels to make their surface care purchases in the forecast period. For example, direct selling sales of surface care are quite significant since they are able to cover a wide range of products and consumers’ needs.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in Italy 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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