Surface care sales declined in Western Europe in 2021, but remained well above pre-pandemic levels after the marked growth spike seen in 2020. Unlike 2020, there was no stockpiling of products in 2021, and consumers were also relaxing somewhat the intensified cleaning regimes they introduced when Coronavirus (COVID-19) first hit the region. After taking something of a backseat at the height of the pandemic, “green” products will continue to gain ground over the forecast period.
This report comes in PPT.
After the growth spike seen in 2020, sales of surface care products in Western Europe recorded a decline in real value terms in 2021. Although there were still heightened hygiene concerns among Western European consumers and some COVID-19 restrictions were still in place, the stockpiling seen in 2020, when the pandemic first started, was not experienced in 2021, and some consumers were beginning to relax their stringent home cleaning regimes a little.
Fine to Flush accreditation is a certification scheme in the UK that assesses whether wipes are free of plastic and thus suitable for disposal via a toilet. Wipes containing plastic can cause sewage blockages as this binds with other substances such as grease. Aldi was the first retailer to produce private label wipes with Fine to Flush certification, with Waitrose subsequently obtaining certification for some of its private label lines. In 2021, the private label wipes of Tesco, Morrisons and Boots were expected to become Fine to Flush-accredited.
E-commerce has continued to penetrate the distribution landscape of surface care in 2021, a trend accelerated by the pandemic as consumers isolated at home and were concerned about spending time in store-based retailers with the virus still in circulation. However, while it was still adding more sales share in 2021, the e-commerce gains were not as substantial as they had been in 2020, when COVID-19 first hit the Western European region.
Surface care is expected to see positive, but modest, value growth rates over the forecast period. Sales will remain above pre-COVID-19 levels, with some consumer segments expected to maintain higher hygiene and cleanliness levels in the post-pandemic period.
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
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