Surface care benefitted from COVID-19, with both current value and volume growth up on 2019. With people spending more time at home, surfaces had to cleaned more frequently, especially to stop the spread of COVID-19.
Unilever continued to lead surface care in value terms in 2020, and continued to increase its value share. High awareness of the company’s Cif brand, which is present across the major surface care product areas, explains its leadership.
Despite the strong competition from brands, private label maintained a high share of value sales in surface care in 2020, with growth in line with the overall category. The presence of private label lines in retailers’ leaflets, increasing shelf space and a presence in every surface care product area ensured a continued strong performance.
COVID-19 has increased awareness of the importance of high hygiene standards and this will persist over the forecast period and as long as the pandemic persist, products with messaging such as “antibacterial” or “kills germs” will perform well. With the economy expected to take a few years to recover from the fallout of COVID-19, consumers will be price sensitive, and it is expected that players will compete through price promotions and that private label will also gain value share.
Products with disinfectant functions won over consumers in 2020. Over the forecast period, more products with disinfectant characteristics are expected to appear on the market.
Home care wipes and floor cleaning systems saw strong growth in 2020. Sales of wipes are growing strongly in both dry floor versions as well as wet surface cleaners.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in Portugal 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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