Surface Care in the United Kingdom

PROSPECTS

Greater attention on cleaning and hygiene to sustain growth

Multi-purpose cleaners is by far the biggest surface care area in the UK. However, home care disinfectants registered the fastest value growth in 2018, with this situation set to continue over the forecast period.

Convenience trend to boost multi-purpose cleaners sales

While home care disinfectants was the most dynamic area in value terms in 2018, multi-purpose cleaners is also expected to register strong growth over the forecast period. On the other hand, specialised surface care products such as kitchen or oven cleaners are set to register the biggest value sales decline.

Impregnated wet wipes to gain ground

In line with the convenience trend previously mentioned, impregnated wet wipes registered strong value growth in 2018 and is set to gain momentum over the forecast period. As they are ready to use and disposable, such wipes represent a practical solution for consumers that want to reduce cleaning time while still achieving good results.

COMPETITIVE LANDSCAPE

Procter & Gamble continues to lead surface care

While Procter & Gamble maintained its leadership in 2018, the company saw a slight loss in value share during the year.

Rising consumer uncertainty boosting private label sales

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

Reckitt Benckiser gains sales share thanks to popularity of Dettol

Reckitt Benckiser saw an increase in value share within surface care in 2018. This can be attributed to the strong performance of its Dettol brand and recent additions to its product line.

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