Surface care experienced an overall slowdown in 2020 after seeing a mixed performance across the category. Sales of home care disinfectants achieved high growth, though slower than in 2019 with the category benefiting from heightened consumer demand to keep their homes clean and hygienic.
Bathroom cleaners achieved strong growth in 2020 although again this was slower than in the previous year. Lockdown, home seclusion and greatly heightened cleaning regimes meant people took showers and baths more often in a bid to avoid catching and transmitting the virus.
SC Johnson remained the leading company in surface care in 2020 thanks to the reliable performance of Mr Muscle, its champion product. The product benefits from a robust marketing strategy that drives awareness and visibility amongst consumers.
Demand for surface care is set to diminish over the forecast period as the virus comes under control and vaccines are rolled out. As a result, sales are expected to contract in 2021.
As the pandemic recedes and it is safe for people to visit bricks and mortar retailers again, hypermarkets are expected to experience strong growth over the forecast period for sales of surface care. The lower prices available via this channel are expected to appeal to consumers made even more price sensitive by the pandemic.
Multi-purpose cleaners is set to remain the largest category in surface care over the forecast period and the one that will feature the greatest number of innovations. Increasingly cash-strapped consumers will seek products that can offer them a wide range of cleaning options without having to spend money on several specialist cleaning products.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in Ukraine with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Surface Care industry in Ukraine, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Surface Care research and analysis database.
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