Surface care continued to see high retail value sales growth in 2021, albeit lower than in 2020, as consumers’ consumption remained focussed on preventative hygiene in the aftermath of the peak of COVID-19. The threat of the pandemic resulted in the rapid penetration of surface care in Pakistan, as well as among lower income classes.
SC Johnson & Son (Pvt) Ltd continued to lead surface care in Pakistan during 2021. The company’s leading brand Finis continued to lead the category due to its vast distribution network and retail presence along with its popularity among more price conscious consumers as a relatively inexpensive, value for money brand.
Dettol maintained its position as the second largest brand in surface care during 2021. The brand enjoys consumer loyalty through continuous marketing campaigns, market penetration initiatives to ensure strong distribution and presence, and its perceived image of being an effective cleaning agent along with an active germ killer.
Germ and virus protection are expected to remain key words promoting surface care brands during the forecast period. Consumers identified the need for such products during the pandemic at the end of the review period as they wanted something more than just a product for cleaning purposes.
Multi-purpose cleaners is expected to record healthy constant retail value sales growth during the forecast period. Consumers are inclined to buy multi-purpose cleaners due to its convenience and to save money instead of purchasing different solutions for a variety of purposes.
Demand for surface care products still remains limited to large cities and urban areas of the country due to its limited exposure, lack of affordability and consumers’ general unawareness of surface care products. However, with the COVID-19 pandemic and the increase in hygiene consciousness among all socioeconomic classes as a result, surface care brands have an opportunity to grow penetration in smaller towns and rural areas as acceptance will be higher in a post-pandemic world for hygiene and surface care products.
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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.
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.
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This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.See All of Our Definitions
This report originates from Passport, our Surface Care research and analysis database.
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