Over the review period, manufacturers invested in renovating their surface care portfolios, mainly in terms of formats and formulas. New formats included smaller and easier to handle packages with triggers.
2018 showed that consumers tended to concentrate their purchases on fewer surface care products than in the past. Three types of surface care in particular benefitted from this trend: bathroom cleaners, window/glass cleaners and multi-purpose cleaners.
Home care wipes registered stagnant growth in 2018. The category is dominated by private label, and its strong position encouraged manufacturers to gradually reduce their presence within branded products over the review period and to concentrate on those that enjoyed greater significance.
Surface care’s competitive landscape is relatively fragmented with a large number of small and local competitors as well as an important presence of private label. Indeed, Mercadona’s private label Bosque Verde leads overall with a large presence across the category.
BrandCare Est 2014 SL registered the strongest value growth in 2018. The manufacturer owns two of the most popular surface care brands in Spain, Cristasol and Xanpa.
Surface care’s competitive landscape is marked by a strong presence of private label products. Mercadona is the main player due to the popularity of its Bosque Verde range, with its main supplier being the Spanish manufacturer SPB.
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This industry report originates from Passport, our Home Care market research database.