In 2020, surface care recorded a considerable surge in demand as a result of the hygiene concerns associated with the COVID-19 pandemic. As consumers in Pakistan feared COVID-19 contagion, they increased their focus on their cleaning and hygiene routines, which led to a rise in demand for products in surface care.
The threat of the COVID-19 pandemic led to a sudden increase in the penetration of products in surface care in 2020. Although in previous years demand for products in surface care had been more concentrated in middle and higher income families, in 2020 lower income families began to prioritise hygiene-related products when it came to their household budgets.
Following on from its dynamic performance in the review period, multi-purpose cleaners posted the strongest growth in retail volume and current value sales of any surface care category again in 2020. Demand was bolstered not only by the hygiene fears associated with COVID-19, but also by growing consumer appreciation for the convenience and versatility of such products.
Over the forecast period, following a brief stabilisation period from the surge in demand during the COVID-19 pandemic, surface care will continue to post strong growth. The COVID-19 pandemic has accelerated the rising health and hygiene-consciousness that was gradually taking root in Pakistan before the health crisis, which will continue to support strong growth in the coming years.
Over the forecast period companies and retailers are expected to invest more heavily in their delivery channels. This will support growth by ensuring a wider penetration of surface care products in Pakistan as a whole, making products in this category more accessible to consumers across the country.
International companies will continue to account for the largest share of surface care current value sales in the forecast period. Such players tend to maintain wide portfolios, and primarily target more affluent households with higher-priced products positioned as providing superior efficacy.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in Pakistan 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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