Surface Care

Bathroom cleaners saw the slowest decline in terms of volume sales in 2023, with all members of surface care on a downward slope. Bathroom cleaners fared slightly better than the rest thanks to heightened hygiene emphasis, with local consumers…

Surface care is witnessing increased value, notably in the window/glass cleaners product area. Post-pandemic health and hygiene awareness are significant drivers, with consumers prioritising cleanliness. The convenience trend further propels…

Sales in surface care are managing to see small positive volume sales, as well as value sales which are supported by the price hikes which are affecting home care overall. Overall, consumers are seeking affordable products which offer good…

With price hikes resulting in strong retail value growth, volume sales were challenged in 2023, leading to a retail volume decline in surface. Serbians focused on affordability and necessities, leading many to switch to cheaper brands or migrate to…

While the COVID-19 pandemic stimulated surface care demand, with more consumption opportunities, a level of maturity and high inflation slowed down the category performance towards the end of the review period. In addition, consumers went out more…

Retail value growth was double-digit in 2023, with retail value driven by rising price points. With the high inflation rate impacting consumer purchasing power, there was a growing trend towards value-driven surface care solutions in 2023. Consumers…

Overall surface care recorded a moderate decline in volume sales terms in 2023, driven by volume falls seen in all product areas apart from kitchen cleaners, and descalers. As a result of rising unit prices, all surface care subcategories recorded…

Surface care continues to benefit from the stronger attention to hygiene and cleaning habits that emerged during the COVID-19 pandemic. Consumers are seeking greater convenience with spray formats gaining popularity over other cleaners. Current value…

In 2023, descalers experienced positive retail volume growth, attributed to two reasons. Firstly, the decline in water quality has raised concerns among consumers. These products effectively prevent limescale accumulation, extending the lifespan of…

Aside from kitchen and window/glass cleaners, all product categories of surface care recorded a decline in retail volume in 2023. Thanks to wider product availability and growing interest in more frequent window cleaning, sales of window/glass…

Surface care registered steady volume growth in 2023, supported in part by a stronger desire to maintain household cleanliness in Georgia. Modern retailers are also contributing to sales growth in surface care, with consumers looking for more…

In 2023, multi-purpose cleaners remained the largest segment in surface care and also registered the highest volume growth. With inflation still being high, consumers were price sensitive and appreciated the convenience and perceived value for money…

Croatian consumers largely prefer multi-purpose surface care products as they offer a convenient and efficient way to clean different surfaces with just one product, thereby saving time, money and storage space. In 2023, the majority of consumers had…

Surface care excluding wipes witnessed marginal retail volume growth in 2023, due to the maturity of this category and weaker demand in the face of price increases. The moderate growth of home care disinfectants is lifting sales across the entire…

In 2023, kitchen cleaners were the clear leader in retail volume growth within surface care. The increased use of these products resulted from ongoing innovation and product development focused on higher effectiveness and natural composition. For…

Surface care in Bulgaria continued to decline in retail volume in 2023, much of which is the consequence of the category's unusual growth during the COVID-19 pandemic. As a result, sales are declining in comparison as usage returns to pre-pandemic…