In 2020, surface care receives a boost in demand due to increased hygiene concerns stemming from the COVID-19 pandemic. In Malaysia, home care disinfectants is set to post the highest current retail value growth in 2020.
Multi-purpose cleaners continue to grow in popularity in 2020, especially among consumers seeking value for money purchases. Multi-purpose cleaners become especially appealing to economically constrained consumers, since they prevent the need to buy multiple products for different surfaces.
Sales of surface care products remain strong through 2020, as consumption for peace of mind continues to drive demand. Due to the COVID-19 pandemic, hygiene awareness is likely to stay top-of-mind among consumers, therefore sustaining the strong growth of surface care throughout 2020.
Following the boost in current retail value sales in 2020, surface care is set to grow at an even faster rate throughout the entire forecast period. The increased demand will likely be a result from local consumers sticking to their cleaning routines post-pandemic.
The longer the pandemic prolongs, the stronger consumer tendency will be to look for value-added properties in surface care. Anti-bacterial and germ killing properties will likely remain the most important in the forecast period as hygiene awareness resulting from COVID-19 will continue to dictate consumers’ habits.
Affordability will remain important in the forecast period as economic uncertainty will cause consumers to cut down on unnecessary and non-essential spending. As a result, consumers will likely continue preferring the value benefits of purchasing of multi-purpose cleaners rather than spending on specific function cleaners.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in Malaysia 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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