Surface Care in the United Kingdom

PROSPECTS

Hygiene, scents and ecological features set to sustain growth

Surface care continued to see fairly dynamic retail current value growth in 2019 – the highest growth rate since the beginning of the review period. Home care brands with disinfectant and antibacterial properties are increasingly popular in the country, as a growing number of consumers are looking for products specifically designed to kill harmful germs and bacteria, due to the importance of living in clean homes.

Convenience trend expected to boost sales of multi-purpose cleaners

Convenience continues to be of major importance in consumers’ decision-making. Multi-use and multi-surface products are largely preferred by consumers with busy schedules and fast-paced lifestyles, as they offer a fast and efficient cleaning method.

Impregnated wet wipes gains ground

Also in line with the convenience trend, impregnated wet wipes registered strong retail current value growth in 2019, and is set to gain momentum over the forecast period, seeing above-average growth. As they are ready to use and are disposable, wipes represent a practical solution for consumers who want to reduce cleaning time whilst still achieving good results.

COMPETITIVE LANDSCAPE

Procter & Gamble maintains its lead but continues to lose share to smaller players

Procter & Gamble maintained its lead in surface care in value terms in 2019, with its Flash and Viakal brands. However, the company saw a loss in its value sales and share.

Eco-friendly brands become increasingly popular

The biggest brands in surface care suffered the consequences of changing priorities for UK consumers in terms of conscious shopping. The negative connotations associated with large manufacturers and the chemicals used in their branded products led the leading brands to lose value share.

Consumer uncertainty maintains a high share for private label

With great uncertainty over Brexit and the depreciation of the pound creating inflationary pressure, consumer confidence is declining. Consequently, UK consumers are trying to reduce their discretionary spending, especially when it comes to buying staple and highly commoditised products.

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