Surface care continued to perform well in Mexico in 2021, following an upturn in demand the previous year in line with heightened hygiene awareness and home seclusion as a result of the pandemic, which saw many consumers follow stringent cleaning routines to ensure safe and sanitised living environments in their attempts to eradicate the virus.
Surface care is a consolidated competitive landscape, led by local player Industrias AlEn SA de CV (Pinol, Flash) and Colgate-Palmolive (Fabuloso, Ajax) dominate value sales. Nevertheless, the category has continued to attract new brands which have identified an opportunity to grow and innovate.
While products that help to clean and sanitise with natural ingredients were already present in Mexico at the beginning of the pandemic, consumers initially searched for more “aggressive” products that they perceived to be more effective in eliminating viruses such as COVID-19. However, during the prolonged period of the pandemic in the country, some consumers have started to search for products that disinfect more naturally without the use of chemicals such as bleach, that also offer more pleasant scents, are less aggressive to breath in or have adverse reactions on their skin such as hands.
Surface care is expected to remain important for many Mexican households going forward as they continue to maintain high standards of cleanliness and hygiene after the lessons learned during the COVID-19 crisis. Surface care is set to continue to record good, and steady, retail volume growth throughout the forecast period.
Given the heightened hygiene awareness amongst Mexicans since the emergence of the pandemic, brands will likely continue to focus on innovating and marketing the effectiveness of their surface care products to attract consumers’ attention. The dynamic performer Cloralex, which is a well-known brand in Mexico, offering different products in its portfolio including surface care, also has a “Cloralex Institute” which consists of a group of specialists including from the chemical industry, and doctors with different specialisations which offer advice to consumers on how to protect and disinfect their homes to avoid contagion from viruses such as COVID-19.
SC Johnson & Son has introduced FamilyGuard to offer a wide product portfolio to expand its coverage of home care in Mexico outside of air care, home insecticides and polishes. The player is already present in surface care with more specialised products such as bathroom cleaner Mr Músculo Pato Antihongos and window cleaner Windex.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in Mexico with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Surface Care industry in Mexico, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
This report originates from Passport, our Surface Care research and analysis database.
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