Surface Care

Consumers in 2023 were on the look-out for surface cleaners offering high levels of convenience and (perceived) savings, and as such turned to multi-purpose cleaners in the hope that one product could do the bulk of the work, helping to slow the…

Surface care posted a positive performance in 2023 driven by the convenience trend and sustained high levels of hygiene consciousness following the COVID-19 crisis. Moreover, despite the return to more normal social and economic activity in the wake…

In response to a high inflationary environment and cost-of-living pressures, households are placing a paramount focus on price value in their surface care choices. Manufacturers are addressing this by employing attribute bundling in their product…

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…

In 2023, surface care saw value growth dampened by the consumer switch to less expensive product options in the midst of a marked rise in the cost of living and an uncertain economic environment. The private label segment was a notable beneficiary of…

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…

Surface care was one of the most dynamic categories within home care in retail volume terms in 2023 with this largely being fuelled by the rapid rise of multi-purpose cleaners. These products are benefiting from their ability to clean a variety of…

In 2023, surface care witnessed strong retail volume growth, as well as very fast retail current value sales growth, albeit the latter was supported by the impact of high inflationary pressure on prices. Retail volume demand was driven by a continued…

Higher retail price points in 2023 can be attributed to rising input costs, including energy, material sourcing, labour, supply chain distribution and logistics. These increased costs are often transferred to retail price points.

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…

Rising price points in 2023 will lead to double-digit retail value growth for surface care, driven by home care disinfectants, oven cleaners, and multi-purpose cleaners. Despite rising prices, surface care only registered a slight drop in retail…

In 2023, the absence of COVID-19 restrictions marked a pivotal shift in consumer behaviour, as it was the first year without such constraints since the onset of the pandemic in 2020. During the lockdowns and restrictions between 2020 and 2022,…

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…

Surface care in Kazakhstan posted positive volume and value sales growth in 2023, largely thanks to the country’s population expanding as well as the rising flow of people fleeing the war between Ukraine and Russia and entering Kazakhstan for safety.…

Like many home care categories in Israel, surface care witnessed another year of price increases by leading players such as Kimberly-Clark Israel Ltd, due to supply issues and the rising cost of materials and production, in addition to import taxes.…

Retail value sales were positive in 2023, benefiting from the spring-cleaning season at Easter. However, the bulk of retail value growth was the result of rising inflation, which led to increased price points. As such, while retail value growth was…

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…

While surface care registered double-digit percentage value growth, volume was more muted and was partly supported by continuing population growth. While multi-purpose cleaners continued to account for most value sales, bathroom cleaners were the…

As a result of the decline in disposable incomes, consumer spending priorities have changed and, in turn, we are seeing sluggish volume sales overall, in addition to challenges faced by certain value-added products which come with higher price tags.…