Surface Care in Sweden

PROSPECTS

Making cleaning less of a chore

The common theme shaping the direction of innovation is making cleaning less of a chore. This is because households lead increasingly busy lifestyles and typically view surface cleaning as time-consuming and unpleasant.

The addition of product claims

Consumers desire versatility in their choice of surface care. To this end, manufacturers are complementing the core attribute of their products with secondary claims, increasing the perceived value proposition of their offering in the eyes of consumers.

Natural ingredient finds favour

Growing consumer awareness of the importance of a safe and healthy living environment is driving demand for surface care products that are natural, non-toxic and eco-friendly. This addressing of sustainability concerns was highlighted by several natural ingredient launches in 2018.

COMPETITIVE LANDSCAPE

Ajax grows through innovation

Colgate-Palmolive AB, the owner of the Ajax brand, leads value sales. Ajax is widely available across the grocery retailing sales channel, and the brand markets numerous products across the surface care categories.

Reckitt-Benckiser continues to increase its value share

Reckitt Benckiser continues to increase its value share, as the claims of its Cillit Bang brand being faster acting and more effective find favour with a greater proportion of households. The marketing of Cillit Bang is also proving to be effective in catching the attentions of consumers.

Files are delivered directly into your account within a few minutes of purchase.