Surface Care in the United Kingdom

2021 DEVELOPMENTS

Marginal drop in demand for surface care but volume remains higher than pre-pandemic levels

Surface care is set to register a marginal decline in both retail volume and current value terms in 2021, following significant growth rates the previous year when the pandemic heightened hygiene awareness amongst local consumers. Nevertheless, the difference in consumption on a per capita basis is negligible between the two years, as further pandemic-related restrictions have continued to impact the UK in 2021, meaning that Britons continued to be rigorous in their cleaning routines, with demand for surface care remaining higher than pre-pandemic levels.

Sustainability accreditation in wipes is favoured over price sensitivity for some brands

Fine to Flush accreditation was established in the UK at the start of 2019 and is a certification scheme that assesses whether wipes are free of plastic and thus suitable for disposing via a toilet. Wipes which contain plastic are likely to cause sewage blockages as this binds with other substances such as grease.

Neat range pushes sustainability efforts within surface care

Neat's range of multi-purpose cleaners are changing the product model of surface care. At the end of 2020, Neat eliminated single-use plastics by formulating cleaning concentrates from plant-based ingredients filled in small containers.

PROSPECTS AND OPPORTUNITIES

Low declines for surface care in early forecast period but overall demand will remain high

Surface care products such as multi-purpose cleaners and home care disinfectants are likely to register further retail volume declines over the early part of the forecast period, following the surge in demand during the pandemic, which resulted in both recording double-digit growth in 2020. Nevertheless, consumer behaviour is anticipated to support overall demand for both products to remain above pre-pandemic levels as a result of new hygiene standards in households.

Surface care packaging sets new standards on recyclability and closed loop supply chains

There is likely to be a greater number of surface care products that incorporate the use of recycled plastics in packaging or refillable business models in closed loop systems. In 2021, SC Johnson switched all Mr Muscle trigger bottles to 100% post-consumer recycled plastic, while companies such as Miniml Refills aims to provide retailers with the opportunity to create closed loop supply chain by collecting empty containers in laundry care and surface care, and refilling and redistributing them.

Greater differentiation in product formulations and targeted marketing in the future

The effects of the pandemic regarding the positive influence on demand for surface care has also highlighted opportunities and gaps in product innovation and marketing space. The review period witnessed product differentiation taking place in the formulation, with some brands choosing to push sustainable and plant-derived ingredients such as Dettol with Tru Clean, whereas others have emphasised efficacy and anti-bacterial claims, such as Microban launched by Proctor & Gamble that creates a 24-hr residual protection from bacteria in high-touch, non-eating surfaces.