Surface care benefits from the event of COVID-19 in 2020, due to consumers adhering to higher standards of home hygiene and sanitation. Therefore, demand for cleaning products effective at reducing germs and bacteria grew accordingly.
On the flip side, with many consumers being furloughed, on short-term contracts, or even unemployed, the level of financial uncertainty also creates challenges. Players have adapted to this by offering a variety of price promotions to meet more price-sensitive wallets, however, this is placing additional pressure on average unit prices and thus lowering the value sales of some more specialised products (such as oven, bathroom and window cleaners).
Migros Genossenschaftsbund eG maintains its lead in surface care in 2020, again demonstrating the power of its private label products in home care in Switzerland. This time the player’s Potz brand tops the list and both the company and brand see growing shares in 2020.
New higher levels of home hygiene and sanitation, as means of regaining and maintaining control of their lives and ensuring their own and their families’ safety and health, are set to remain an ongoing standard in Switzerland. As such, this will continue to drive sales over the forecast period.
Demands for convenience and sustainability are likely to intensify again, thereby driving sales of products supporting these trends, such as floor cleaning systems (convenience) and green multi-purpose cleaners. New green launches (such as those from Henkel in 2020) are set to increase and re-focus awareness for products with more sustainable packaging and eco-friendly product formulas.
An opposing trend, driven by increasing demands for easy and convenient products, disposable wipes, such as window/glass wipes or even toilet care wipes, is expected to regain traction again, after experiencing minor decreases in demand in the short-term compared to the unprecedented spikes in 2020. However, disposable wipes go against the eco-friendly trend, thus the opposing drivers.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in Switzerland 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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