Surface Care in the Czech Republic

PROSPECTS

Demand for sophisticated and premium products drives value growth

Surface care continued to record steady retail current value growth in 2019, similar to that seen in the previous two years. Volume sales also continued to see slow growth.

Other impregnated wipes sees the strongest growth, although from a low base

Other impregnated wipes continued to see the strongest retail current value growth in surface care in 2019. This performance can be attributed to the fact that the category is growing from a very low base, but also to the widening product offer.

Task-specific products rise in popularity, but multi-surface cleaners are more popular

Task-specific products continued to grow in popularity in 2019, due to increasing consumer demands. In addition, this trend was also fuelled by the growing offer and the wider availability of these products, which in turn were supported by strong marketing and promotional activities.

COMPETITIVE LANDSCAPE

Surface care led by Unilever due to constant innovation

Surface care continued to be dominated by multinationals in value terms in 2019. Unilever maintained and even extended its lead, thanks to owning the two leading brands in surface care, and was the only player to hold a double-digit value share.

Eco-friendly brands have strong potential

Although eco-friendly products are only just emerging in surface care, they offer strong potential for growth over the forecast period, due to rising environmental- and health-consciousness amongst Czech consumers. Besides being better for the environment, at the end of the review period consumers were increasingly aware of the impact of the products they use on their health.

Private label has room for growth

There is room for the further growth of private label, due to its weaker penetration when compared with countries in Western Europe. The private label share saw a second year of slow increase in 2019, as these products are widely available and offered at reasonable prices.

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