Competitive Landscape
Henkel Algérie Spa Maintains Its Lead with the Popular Bref Brand
The surface care industry in Algeria is concentrated, with Henkel Algérie SPA holding the largest market share of 30% in 2025. Although Henkel’s share declined from 35% in 2020, the company maintained its lead through its well-known brand Bref, which is recognised for powerful formulas in bathroom cleaners, multi-surface cleaners, and anti-limescale products.
Private Label Expansion Impacts Market Competition in Surface Care
Competition in Algeria’s surface care market is increasingly shaped by the growth of private label. Modern retail chains, such as Carrefour Algeria, are expanding their own ranges of surface care items at competitive prices, challenging established brands and intensifying market rivalry.
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Overview:
Understand the latest market trends and future growth opportunities for the Surface Care industry in Algeria 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 Algeria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Surface Care in Algeria report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Surface Care in Algeria?
- Which are the leading brands in Surface Care in Algeria?
- How are products distributed in Surface Care in Algeria?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Surface Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Surface Care in Algeria - Category analysis
Key Data Insights
Multi-Purpose Cleaners Drive Value Sales through Practicality and Value
Multi-Purpose Cleaners Drive Value Sales through Practicality and Value
Consumers Demand Practical, Economical, and Multifunctional Solutions
Rising Private Label Presence and Sustainability Drive Category Evolution
Steady Growth Is Set to Be Driven by Urbanisation and Rising Consumer Spending
Multi-Purpose Cleaners Is Expected to Lead Sales, While Bathroom Cleaners Gain Ground
Sustainability Is Expected to Be the Focus of Product Innovation
Henkel Algérie Spa Maintains Its Lead with the Popular Bref Brand
Private Label Expansion Impacts Market Competition in Surface Care
Supermarkets Lead Surface Care Distribution with Extensive Networks
Retail E-Commerce Gains Traction with Convenience and Variety
Home Care in Algeria - Industry Overview
Growth Is Driven by Rising Hygiene Awareness and Ongoing Innovation
Key Data Insights
Growth Is Driven by Rising Hygiene Awareness and Ongoing Innovation
Product Innovation and Health-Conscious Solutions Shape Home Care
Sustainability Is Emerging as a Core Driver in Home Care
Urbanisation and Heightened Consumer Awareness Are Set to Support Growth
Sustainability Will Be a Key Focus of Innovation across the Forecast Period
Companies Will Adapt to Changing Preferences and Rising Consumer Spending
Henkel Algérie Spa Strengthens Its Lead through Innovation and Distribution
Univers Détergent Sarl Drives Growth through Innovative Dishwashing Formats
Small Local Grocers Dominate Home Care Sales through Convenience
Retail E-Commerce Gains Traction with Convenience and Variety
Country Reports Disclaimer
The following categories and subcategories are included:
Surface Care
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Surface Care research and analysis database.
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