Surface Care in Poland

PROSPECTS

Green brands and products gaining a wider presence

Ecological brands are seeing more widespread availability across both traditional and modern distribution channels. Awareness among Polish consumers of the important of ecological concerns and of using environmentally-friendly products is rising.

New product developments helping to drive sales

New product developments are helping to invigorates sales in surface care, which is a fairly mature product category with a large number of brands present. New products are needed to pique consumers’ interest as they are keen on novelties.

Impregnated wet wipes continue to see dynamic growth

Impregnated wet wipes are becoming very popular products in Poland thanks to their convenience. The category is also benefiting from a growing range of task-specific products.

COMPETITIVE LANDSCAPE

Colgate-Palmolive remains the leading player with its well-known Ajax brand

Colgate-Palmolive, with its Ajax brand, remained the leading player in surface care in 2019. The company’s position can be attributed to its longstanding presence in the Polish market and strong awareness of the Ajax brand, which is present in most of the product categories, including leading multipurpose cleaners, the most popular product among Poles.

OnlyEco attracting attention in surface care

Local brand OnlyEco from Laboratorium Naturella is gaining substantial consumer interest. The products are available at popular health and beauty specialist retailers such as Superpharm.

Sanytol records dynamic growth, with the Biedronka private label also performing well

Sanytol record the fastest value sales growth in 2019, albeit being helped by coming from a very low sales base. Sanytol is a home care disinfectant, a product category that has recently enjoyed something of a mini-renaissance among local consumers.

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