PROSPECTS AND OPPORTUNITIES
Major shifts in competitive landscape will be seen in forecast period, with potential for brand revival
The impending divestiture of some of Reckitt Benckiser’s home care brands by 2025 is expected to significantly alter the competitive landscape. Rather than leading to the disappearance of these well-established brands, the divestiture is anticipated to create opportunities for revitalisation and growth under new ownership.
Driving growth through sustainable innovation
Sustainability has become a central driver of growth within surface care, as consumers increasingly prioritise eco-friendly and value-driven products. Koh has capitalised on this trend with initiatives such as offering bulk purchases of its Universal Cleaner in environmentally friendly paper packaging.
Wipes to benefit from greater convenience
Cleaning wipes have gained significant traction due to their versatility, cost-effectiveness and ease of use. As convenience and simplicity become defining lifestyle trends for younger generations, the wipes segment continues to expand.
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Overview:
Understand the latest market trends and future growth opportunities for the Surface Care industry in Australia 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 Australia, 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 Australia 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 Australia?
- Which are the leading brands in Surface Care in Australia?
- How are products distributed in Surface Care in Australia?
- 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 Australia - Category analysis
KEY DATA FINDINGS
Rising prices amid a shift to multi-purpose solutions
Sustainability and multifunctionality trends accelerate in 2024
Hygiene awareness and convenient formats drive development in surface care
Major shifts in competitive landscape will be seen in forecast period, with potential for brand revival
Driving growth through sustainable innovation
Wipes to benefit from greater convenience
Home Care in Australia - Industry Overview
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
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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