Surface Care in Poland

PROSPECTS

Impregnated wet wipes continue to boost sales

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.

Home care disinfectants staging a comeback

Home care disinfectants are staging a comeback in the Polish home care market via a range of new products, such as Sanytol. The Sanytol range offers products for different surfaces, for example kitchen countertops.

Products with added value attract more interest

Surface care is a mature category in Poland, with a high number of manufacturers. For a long time surface care products were fairly conventional, offering basic fragrances such as lemon.

COMPETITIVE LANDSCAPE

Colgate-Palmolive remains the leading player

Colgate-Palmolive, with its Ajax brand, remained the leading player in surface care in 2018. The company’s position can be attributed to its longstanding presence in the Polish market and strong awareness of its Ajax brand, which is perceived as offering good quality.

New products attract consumer attention

Surface care in Poland is benefiting from a growing range of products. For example, under its Ludwik brand, Grupa Inco has recently introduced cleaning products for specific surfaces, such as PVC and wood, while other new products include home care disinfectants for various surfaces under the Sanytol and Medisept brands.

Biedronka private label from Jeronimo Martins one of the best performers

Jeronimo Martins continued to record strong growth in a number of home care categories in 2018, including surface care. The company’s performance can be largely attributed to two factors.

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