Executive Summary

Feb 2019
PROSPECTS
Consumers respond to innovations

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.

Multi-purpose cleaners gains a presence

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.

Stagnant sales for home care wipes

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.

COMPETITIVE LANDSCAPE
Large presence of small and local players

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 reinforces its presence in Spain

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.

Private label maintains large value share

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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Surface Care in Spain

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Overview

Discover the latest market trends and uncover sources of future market growth for the Surface Care industry in Spain with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Surface Care industry in Spain, our research will save you time and money while empowering you to make informed, profitable decisions.

The Surface Care in Spain market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Surface Care in Spain?
  • What are the major brands in Spain?
  • What are the fastest growth categories within surface care?
  • What are the key new product launches in the polishes market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Surface Care in Spain - Category analysis

HEADLINES

PROSPECTS

Consumers respond to innovations
Multi-purpose cleaners gains a presence
Stagnant sales for home care wipes

COMPETITIVE LANDSCAPE

Large presence of small and local players
BrandCare reinforces its presence in Spain
Private label maintains large value share

CATEGORY DATA

Table 1 Sales of Surface Care by Category: Value 2013-2018
Table 2 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 3 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 4 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Surface Care: % Value 2014-2018
Table 6 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 7 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 8 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 9 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 10 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Home Care in Spain - Industry Overview

EXECUTIVE SUMMARY

Premiumisation and new products favour value sales
Home insecticides and toilet care record strongest performances
Four manufacturers dominate
New products and new categories
Fewer products purchased but of higher specific value

MARKET INDICATORS

Table 11 Households 2013-2018

MARKET DATA

Table 12 Sales of Home Care by Category: Value 2013-2018
Table 13 Sales of Home Care by Category: % Value Growth 2013-2018
Table 14 NBO Company Shares of Home Care: % Value 2014-2018
Table 15 LBN Brand Shares of Home Care: % Value 2015-2018
Table 16 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 17 Distribution of Home Care by Format: % Value 2013-2018
Table 18 Distribution of Home Care by Format and Category: % Value 2018
Table 19 Forecast Sales of Home Care by Category: Value 2018-2023
Table 20 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources