Surface care witnessed much stronger retail volume and current value growth than in previous years in 2020. As lockdown and the ongoing threat of COVID-19 caused most people to spend much more time at home during the year, households were cleaned more often, boosting sales of surface care products.
Demand for single-use cleaners such as bathroom cleaners and kitchen cleaners remains low, as consumers tend to prefer multipurpose cleaners due to the versatility offered, with the ability to clean surfaces such as bathroom tiles, floors and kitchen counters with just one product. Most recently, Dettol launched the Dettol 4-in-1 Multi Surface Cleaner in a variety of scents, such as Lavender, Jasmine and Green Apple.
Magiclean from Kao and Mr Muscle from SC Johnson & Son continued to lead surface care in Singapore in retail value terms in 2021, with Floor Magiclean leading the large standard floor cleaners category. In October 2021 Magiclean launched the Magiclean Natural Essence range of floor cleaners.
The frequency of cleaning is expected to moderate slightly in Singapore in the forecast period, as consumers start stepping outside of their homes more for work and leisure. However, growth is expected in surface care in both retail volume and current value terms, as demand will be supported by robust cleaning habits continuing due to new habits established during COVID-19, and the need to maintain a hygienic home.
Growing consumer awareness around sustainability and the environmental impact of surface care products is expected to further accelerate the emerging interest in green and eco-friendly brands. Consumers are expected to opt for products with more natural and plant-based ingredients, as long as the price point is deemed affordable.
Despite the strong growth in sales of vacuum cleaners, these appliances are still not direct substitutes for most surface cleaning products, except for dry electro-static wipes. Vacuum cleaners only replace the sweeping of dust, while sticky floors and bacteria cannot be dealt with by vacuum cleaning.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in Singapore with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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