Surface care in Slovakia witnessed an increase in demand in 2020 across most categories. The COVID-19 pandemic brought a high level of perceived threat from viruses and germs in general, leading to pronounced attention to hygiene among consumers.
In 2020, consumers were less brand loyal and were less interested in premium surface care products or new product developments as a result of the economic uncertainty subsequent to the pandemic. Less price conscious consumers continued purchasing their favourite brands, but many consumers bought surface care products they had had a positive experience with.
Tatrachema vd Trnava is the only significant domestic manufacturer in surface care in Slovakia. The leading manufacturer in 2020 continued to be Unilever Slovensko, with Tatrachema vd Trnava continuing to rank second although it lost marginal value share during the year.
As the fear of COVID-19 is likely to stay with consumers at least for the short term, Slovakians are expected to remain increasingly interested in home cleaning fuelling an uptake of surface care products that is likely to have a long-term effect on consumers’ behaviour and, consequently, demand for all surface care products. Hygiene-consciousness and cleaning habits are expected to remain to a certain degree and drive sales of surface care over the forecast period.
Consumers are expected to continue spending as little time as possible doing shopping and are not expected to change social distancing behaviours until the COVID-19 vaccine roll out has proven successful. Consequently, Slovakians are likely to remain price conscious and continue purchasing surface care products that they trust rather than investing in a new innovative product.
E-commerce sales gained in popularity over the review period, but especially during 2020, as consumers avoided modern grocery retailers out of fear for COVID-19 and sought greater convenience by having larger packs delivered to their homes. During the review period shoppers sought added-value products such as those with eco-friendly properties or specific products online, with these often hard to find or considerably more expensive in store-based retailing.
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This report originates from Passport, our Surface Care research and analysis database.
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