Surface Care in Mexico

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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