Surface Care in the Czech Republic

PROSPECTS

Demand for sophisticated and premium products drives sales

Surface care continued to record steady current value growth in 2018, albeit slightly weaker than in 2017. While consumption remained fairly stable, sales were driven mainly by rising demand for more sophisticated and premium quality products at the end of the review period.

Other impregnated wipes the best performer in surface care

Other impregnated wipes was the best performing category in surface care in 2018, recording double-digit current value growth. This performance can be attributed to the fact that the category is growing from a very low base, but also a widening product offer.

Task-specific products growing in popularity

Task-specific products continued to grow in popularity in 2018 due to the increasing demands of consumers. In addition, this trend was also fuelled by a growing offer and the wider availability of these products, which in turn were supported by strong marketing and promotional activities.

COMPETITIVE LANDSCAPE

Surface care dominated by multinationals

In 2018, surface care continued to be dominated by multinationals, led by Unilever. The company increased its value share in surface care significantly in 2015 when it acquired the domestic Savo brand.

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 the rising environmental and health consciousness of Czech consumers. Besides being better for the environment, consumers were increasingly aware of the impact of the products they use on their health at the end of the review period.

Unmet potential of private label

Although there is room for the further growth of private label due to its weaker penetration when compared with countries in Western European, in the Czech Republic its share fell slightly in 2018 following stagnation in 2017. Although private label producers are active in terms of innovation and private label products are widely available, they are suffering from strong competition from brands, which were frequently offered at discount prices in 2018.

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