During the pandemic, Spanish consumers have been paying extra attention to disinfection when cleaning surfaces in the home, including in areas where it was previously less of a focus, eg handles, doors, keys and taps. This has very much favoured home care disinfectants, which posted the strongest volume sales growth in surface care in 2020, as well as multi-purpose cleaners, the largest surface care category.
The ongoing trend within home care of Spaniards showing a greater interest in products that offer multi-functionality is also evident in surface care. Multi-purpose cleaners grew further in popularity in 2020 amid the higher level of cleaning activity at home, as they reduce the need for consumers to invest in a number of separate products for specific purposes or rooms.
Surface care’s competitive landscape is relatively fragmented, comprising a large number of small and local competitors, although collectively private label continued to lead surface care in Spain in 2020, generating a third of total value sales. Retailers Mercadona with Bosque Verde and Carrefour from Centros Comerciales Carrefour SA hold a strong presence not only in various wipes categories but also in major areas such as bathroom cleaners, kitchen cleaners and multi-purpose cleaners.
In 2021, volume sales of surface care are expected to post further growth as the consumer trend of disinfection continues, with COVID-19 cases remaining high in Spain. Volume sales growth is predicted to decelerate gradually over the forecast period, with home care disinfectants and multi-purpose cleaners driving overall performance again.
Surface care demand will be supported by players investing in new formats in terms of convenient easy-to-handle packaging, and more powerful formulations that claim to add specific functions or attributes including more effective antibacterial properties. Moreover, some players are choosing to expand their ecological ranges, a common theme amongst a number of home care categories, with the aim of attracting more health-conscious and environmentally aware consumers.
Prior to the surge in demand in 2020, various types of home care wipes, including all purpose cleaning wipes, continued to decline in Spain. The dwindling popularity was due to a lack of interest amongst consumers in addition to a lack of investment in marketing and advertising, while diversification remained low in terms of brand innovation.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in Spain with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Surface Care research and analysis database.
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