Surface Care in the US

PROSPECTS

Enhancing established brands is most common form of innovation in 2018

The innovation that many brands in surface care offered was to only expand on existing brands at the end of the review period; through adding different scents, and providing various benefits that consumers seek. This was evident through The Clorox Co with its Scentiva line in 2017, and Reckitt Benckiser with Lysol adding new scents to its existing line.

Internet retailing continues to record steady growth

Many companies have already started to experience significant sales through internet retailing. Sales of surface care through this channel are recording some of the highest share gains amongst home care.

COMPETITIVE LANDSCAPE

Private label witnesses strong growth in 2018

Private label surface care is starting to become a more practical option for consumers. While these products are dwarfed in size when compared to Lysol or Clorox, they still have a significant presence, and will likely only see their share increase in the future.

Wipes records best performance among surface care

Wipes, specifically all purpose cleaning wipes, are becoming an increasingly popular choice amongst local consumers when it comes to tidying their homes. This is due to a multitude of reasons, the main one being that consumers are constantly seeking products that can provide convenience and still provide the same cleaning result.

The Procter & Gamble Co retains dominance of floor cleaning systems

The Procter & Gamble Co was able to further increase its hold over floor cleaning systems in 2018. Even though its Swiffer brand was behind the disposable mops innovation almost 20 years ago, it remains the only brand that is selling in this space.

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