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Country Report

Surface Care in

Surface Care in Mexico

Feb 2019

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Specialised products continue to record positive growth

Surface care continued to register a very positive performance during 2018, with strong growth seen in both retail volume and value sales. Value growth was driven mainly by price increases due to the declining exchange value of the Mexican peso against the US dollar and general economic instability during the year.

Internet retailing emerges strongly as an alternative distribution channel

Even though online sales of home care products are not very high in Mexico, the country’s hypermarkets and supermarkets are increasingly launching their own online stores. Additionally, following the entrance into the country of Amazon during 2016, Mexican consumers are spending more through online stores.

Wash and wax floor cleaners outpaces bathroom cleaners and kitchen cleaners

During 2018, wash and wax floor cleaners was the most dynamic of all surface care categories, registering stronger growth than its closest rivals kitchen cleaners and bathroom cleaners. Mexican consumers regularly use floor cleaners and products with pleasant aromas are generally the most popular.

COMPETITIVE LANDSCAPE

Two leading companies continue to dominate the category

During 2018, the two most important manufacturers of surface care in the country were Colgate-Palmolive de México and Industrias AlEn and between them these two players continue to dominate sales in the category. Colgate-Palmolive offers mainly multi-purpose cleaners and its flagship brand is Fabuloso, the category’s leading name and a longstanding local brand with antibacterial properties.

New fragrances appear in the category

2018 saw several of the companies present in floor cleaners become very active in terms of launching new products. Some brands such as Pinol have increased the range of fragrance options they offer under sub-brands such as Pinol Aromas and Pinol Therapy.

Windex is relaunched in Mexico

During September 2018, SC Johnson & Son relaunched its window/glass cleaners brand Windex in an effort to bring consumers back to using a specialised product which was previously very well known in the country for many years. Indeed, Windex was previously positioned as the “glass cleaning expert”, while SC Johnson & Son’s Mr Muscle brand was positioned as the expert for cleaning difficult and/or very dirty surfaces.

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Surface Care Market Sample Report Surface Care Market Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Surface Care industry in Mexico with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Surface Care industry in Mexico, our research will save you time and money while empowering you to make informed, profitable decisions.

The Surface Care in Mexico market research report includes:

Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Surface Care in Mexico?
What are the major brands in Mexico?
What are the fastest growth categories within surface care?
What are the key new product launches in the polishes market?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

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Surface Care in Mexico - Category analysis

HEADLINES

PROSPECTS

Specialised products continue to record positive growth

Internet retailing emerges strongly as an alternative distribution channel

Wash and wax floor cleaners outpaces bathroom cleaners and kitchen cleaners

COMPETITIVE LANDSCAPE

Two leading companies continue to dominate the category

New fragrances appear in the category

Windex is relaunched in Mexico

CATEGORY DATA

Table 1 Sales of Surface Care by Category: Value 2013-2018
Table 2 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 3 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 4 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Surface Care: % Value 2014-2018
Table 6 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 7 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 8 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 9 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 10 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Home Care in Mexico - Industry Overview

EXECUTIVE SUMMARY

Home care continues to register positive growth trends

Promotional activities support sales growth across the category

The rise of e-commerce remains a major, growing trend

Relaunches of existing products and the introduction of new products remain key

Home care is expected to continue registering positive growth

MARKET INDICATORS

Table 11 Households 2013-2018

MARKET DATA

Table 12 Sales of Home Care by Category: Value 2013-2018
Table 13 Sales of Home Care by Category: % Value Growth 2013-2018
Table 14 NBO Company Shares of Home Care: % Value 2014-2018
Table 15 LBN Brand Shares of Home Care: % Value 2015-2018
Table 16 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 17 Distribution of Home Care by Format: % Value 2013-2018
Table 18 Distribution of Home Care by Format and Category: % Value 2018
Table 19 Forecast Sales of Home Care by Category: Value 2018-2023
Table 20 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Megatrends

Country Report

Surface Care in Mexico

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Specialised products continue to record positive growth

Internet retailing emerges strongly as an alternative distribution channel

Wash and wax floor cleaners outpaces bathroom cleaners and kitchen cleaners

COMPETITIVE LANDSCAPE

Two leading companies continue to dominate the category

New fragrances appear in the category

Windex is relaunched in Mexico

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Surface Care in Mexico - Category analysis

HEADLINES

PROSPECTS

Specialised products continue to record positive growth

Internet retailing emerges strongly as an alternative distribution channel

Wash and wax floor cleaners outpaces bathroom cleaners and kitchen cleaners

COMPETITIVE LANDSCAPE

Two leading companies continue to dominate the category

New fragrances appear in the category

Windex is relaunched in Mexico

CATEGORY DATA

Home Care in Mexico - Industry Overview

EXECUTIVE SUMMARY

Home care continues to register positive growth trends

Promotional activities support sales growth across the category

The rise of e-commerce remains a major, growing trend

Relaunches of existing products and the introduction of new products remain key

Home care is expected to continue registering positive growth

MARKET INDICATORS

MARKET DATA

SOURCES

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