Surface care sales spiked in Latin America in 2020, when Coronavirus (COVID-19) first hit the region, with home care disinfectants and all-purpose cleaning wipes in particularly strong demand, as consumers implemented stricter cleaning regimes and heightened hygiene standards. While growth then slowed significantly in 2021, it still remained well above pre-pandemic levels. Positive growth is currently expected for surface care over the forecast period.
After the sales spike seen in 2020, growth in surface care products in Latin America slowed markedly in value terms in 2021, albeit still remaining in positive territory. Although there were still heightened hygiene concerns among local consumers and some COVID-19 restrictions were still in place or had to be reintroduced, there was no stockpiling of goods in 2021 and some consumers were beginning to relax their stringent home cleaning regimes, not least due to spending less time at home.
Some products have gained greater prominence during the pandemic, including aerosol formats and all-purpose cleaning wipes. These new formats have quickly gained consumers’ attention as they searched for convenient and effective methods of cleaning an entire home – and beyond – more regularly. They were also boosted by new cleaning routines, for example in the car, after leaving work, or disinfecting shoes.
Although it still remains a relatively small channel, e-commerce recorded strong growth across the region in 2020, with consumers isolated at home and concerned about spending time in store-based retailers with the COVID-19 virus in circulation. While the regional share then dipped slightly in 2021, it still remains well above pre-pandemic levels. Nevertheless, the online sales share will likely remain relatively limited, given most surface care products are easy to pick up when doing a one-stop shop in a modern grocery retailer.
Surface care is expected to see positive growth rates over the forecast period, with a fair proportion of consumers likely to maintain higher hygiene and cleanliness levels in the post-pandemic period.
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