Many quarantine, work-from-home, and furloughed employees wanted to keep active or occupied during 2020, which encouraged many Swedes to clean their homes more often. This trend resulted in boosting surface care retail value sales in 2020.
Removing the chore from cleaning remains an overriding trend in Sweden with many manufacturers continuously updating their product claims by promoting new formulations and improved cleaning results. Also an increasing number of surface care product bottles are following the packaging trend towards trigger spray closures.
There was not much movement in terms of value shares in surface care in Sweden during 2020. Big and well-known brands continued to lead, with Ajax, Cif, Cillit Bang, and Mr Muscle at the top.
Surface care in Sweden is expected to see decreased growth in constant retail value sales in 2021 but is likely to see an increase in growth over the rest of the forecast period with the forecast constant CAGR being higher than that of the review period. However, the Swedish surface care category is mature with most products well established which minimizes potential growth and products are also becoming more effective which negates the need for consumers to increase their purchase frequency.
A greater proportion of the workforce is expected to continue working remotely with a high incidence of Swedes working from home over the forecast period. This is likely to result in increased opportunities for households to complete cleaning chores.
Household demands for convenience is set to remain. Households will continue to gravitate to products claiming improved efficacy and offering versatility and/or multi-functionality.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Surface Care research and analysis database.
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