Surface Care in Sweden

PROSPECTS

Well established markets

Surface care in Sweden is seeing slight value growth in 2019, though when looking in constant value terms, the market is expected to undergo a slight decline during the forecast period. This is mainly because of the maturity of the market; most products are well established which minimizes potential growth and products are also becoming more effective which negates the need for consumers to increase their purchase frequency.

Avoidance of chemicals stimulates substitutes

As Swedish consumers are increasingly aware and concerned about the environment and the effects they may have on it, every usage of chemicals is questioned. Consumers often look for substitutes with fewer chemicals as they are perceived as harmful, and options without chemicals automatically seem more natural and organic.

Convenience attracts consumers

Looking at surface care cleaners, the most popular product on the Swedish market is multi-purpose cleaners. The products are widely available across retailers and come in a range of different scents, sizes and formats which makes it easy for consumers to find something that fits their needs.

COMPETITIVE LANDSCAPE

Static development in market shares

There is not much movement in terms of market shares in surface care in Sweden. Big and well-known brands are leading, with Ajax, Cif, Mr Muscle and Cillit Bang at the top.

Homemade surface care

As an additional consequence of the sustainability and environmental trends among consumers, the notion of making your own cleaning liquid is becoming more and more attractive to Swedish consumers. Popular media outlets, like Expressen and TV show Nyhetsmorgon (Morning News), are encouraging their readers/viewers to use dish soap, vinegar and bicarbonate to make their own multi-purpose, window and floor cleaners.

Cleaning liquids shown to damage women’s lungs

A recent study carried out by the University of Bergen, with help from the University of Umeå among others, showed that regular use of cleaning agents has the same damaging effect to lung functions as cigarettes have. The study followed 6,235 men and women for 20 years and found that women’s lungs are heavily impacted by either using cleaning agents at home or at work while men’s lung capacity was not significantly affected.

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