Surface care saw demand surge due to the COVID-19 crisis in 2020. Hygiene-consciousness increased as consumers became concerned about the ways that the virus could be transmitted.
As consumers looked for ways to protect themselves from COVID-19, they reached for strong, effective products, such as disinfectant products. Home care disinfectants was therefore one of the strongest performing surface care categories during the COVID-19 pandemic.
With health at the front of consumers’ minds, efficacy stood out as one of the most important factors when shopping for surface care products. As consumers shopped for effective products, they turned to products and brands that they were familiar with and trusted.
The COVID-19 pandemic is expected to have an enduring impact on consumers’ hygiene-consciousness and cleaning routines, which is set to have a positive effect on the surface care category over the forecast period. While normalisation after stockpiling and panic-buying is expected to cause slowdowns in the current value and volume growth rates in 2021, surface care is expected to maintain growth due to consumers’ more frequent and diligent cleaning.
Keeping surfaces clean is one of the recommendations from the Centres for Disease Control for preventing the spread of germs. As a result, consumers stocked up on wet wipes, and stores quickly sold out of all purpose wipes.
Traditionally, multi-surface products are formulated without antibacterial agents, and this worked well for manufacturers pre-COVID-19, when there was growing interest in home care products with less harsh chemicals. Consumers were content to use their multi-surface products for cleaning dirt, grease and grime off surfaces rather than disinfecting them.
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This report originates from Passport, our Surface Care research and analysis database.
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