Surface Care in Mexico

PROSPECTS

Demand for task-specific surface care products continues to rise

Task-specific product types – particularly kitchen and bathroom cleaners – continued to perform well in surface care in 2019, and look set to make further gains in the category over the forecast period. Increasingly busy lifestyles in Mexico will remain a key driver of demand, as this trend is leading many consumers to favour more powerful products that can not only reduce the amount of time and effort required for common surface cleaning tasks, but also thoroughly disinfect surfaces and create a pleasant scent in different rooms of the home.

Dominance of multi-purpose cleaners set to remain unchallenged

Despite the growing use of task-specific products, multi-purpose cleaners looks set to remain the dominant category in surface care over the forecast period. Consumers in Mexico traditionally have a strong appreciation for the convenience and versatility of multi-purpose cleaners, which can be used to clean and disinfect all kinds of household surfaces.

Modern grocery retailers and internet retailing gain ground in distribution

Traditional grocery retailers remained the leading surface care distribution channel in value terms in 2019, followed by discounters, hypermarkets and supermarkets. While the value share of traditional grocery retailers remained largely unchanged over the review period, that of modern grocery retailers increased gradually, and it is likely channels such as discounters and hypermarkets will continue gaining ground during the forecast period.

COMPETITIVE LANDSCAPE

Industrias AlEn and Colgate-Palmolive remain the clear leaders in surface care

Accounting for the lion’s share of total current value sales and with very little between them, Industrias AlEn and Colgate-Palmolive remained the top two players in surface care in 2019. Both companies primarily owe their overall positions to the success of their flagship multi-purpose cleaners brands, Pinol in the case of Industrias AlEn and Fabuloso in the case of Colgate-Palmolive.

SC Johnson reformulates Mr Músculo products and relaunches Pato brand

SC Johnson & Son was among the most active players in surface care in terms of innovation over 2018-2019. In bathroom cleaners, the company launched a reformulated Mr Músculo product that more effectively removes soap residue and grime, kills 99.

Reckitt Benckiser introduces Brasso Perfumes del Hogar range

Reckitt Benckiser launched the Brasso Perfumes del Hogar range in multi-purpose cleaners in 2019. This antibacterial range comprises seven distinct fragrances: Intense Lavender, Baby Tenderness, Green Apple, Citrus Fresh, Red Fruits, Floral Delight and Ocean Breeze.

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