Competitive Landscape
Unilever Leads Moderately Concentrated Market as Grupo Ayudín Reshapes Dynamics
The surface care market in Argentina was moderately concentrated in 2025, with the top four companies holding significant share. Unilever de Argentina led with a 22% share, followed by Grupo Ayudín with 21%, Reckitt Benckiser Argentina with 18%, and SC Johnson & Son de Argentina with 17%.
Grupo Ayudín Gains Traction after Clorox Pullout
A significant structural change occurred when Clorox Argentina, a leading multinational manufacturer and marketer of consumer and professional products, divested its assets in 2024, transferring all rights to its brands to Apex Capital, a private equity fund, which established Grupo Ayudín to oversee operations in Argentina, Uruguay and Paraguay. This positioned Grupo Ayudín as the second-largest player, with brands including Poett and Ayudín.
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Overview:
Understand the latest market trends and future growth opportunities for the Surface Care industry in Argentina 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 Argentina, 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 Argentina 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 Argentina?
- Which are the leading brands in Surface Care in Argentina?
- How are products distributed in Surface Care in Argentina?
- 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 Argentina - Category analysis
Key Data Insights
Modest Recovery Driven by Inflation Slowdown and Sustainability Focus
Modest Recovery Driven by Inflation Slowdown and Sustainability Focus
Mood-Boosting Fragrances Emerge as Sensorial Differentiator
Plastic Pouches Gain Ground as Affordable and Sustainable Format
Declining Home-Office Trend to Constrain Volume Recovery Despite Value Growth
Surface-Specific Cleaners Set to Gain Share on Superior Performance Perceptions
Refill Expansion across All Brands Aims to Capture Cost-Conscious Consumers
Unilever Leads Moderately Concentrated Market as Grupo Ayudín Reshapes Dynamics
Grupo Ayudín Gains Traction after Clorox Pullout
Small Local Grocers Dominates as Precios Justos Discontinuation Reshapes Pricing
Home Care in Argentina - Industry Overview
Volume Stability and Premiumisation Drive Growth Despite Economic Challenges
Key Data Insights
Volume Stability and Premiumisation Drive Growth Despite Economic Challenges
Evolving Product Formats Respond to Affordability Demands
Sustainability Credentials Drive Brand Differentiation
Value Growth Expected Despite Volume Pressures From Lifestyle Shifts
Import Normalisation Set to Expand Product Access across Key Categories
Fragrance Expected to Regain Importance as Consumer Priorities Broaden
Leading Players Maintain Stronghold Amid Market Shifts
Strategic Acquisitions and Portfolio Rationalisations Reshape Market Structure
Small Local Grocers Maintains Dominance as Price Dynamics Shift
Retail E-Commerce Rises Robustly as Consumers Seek Value
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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