Competitive Landscape
Leading Brands Secure Positions through Strategic Focus and Innovation
Surface care in Australia remained moderately concentrated in 2025, with top companies holding significant market shares. Reckitt Benckiser (Australia) led with a 40% share, followed by Colgate-Palmolive with 11% and Aldi Stores Supermarkets with 9%.
Strategic Shifts and Emerging Opportunities
A key development in 2025 was Reckitt Benckiser's sale of its Essential Home division, including brands such as Cillit Bang and Air Wick, to private equity firm Advent International in a deal valued up to USD4.8 billion.
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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 Insights
Health and Wellness Priorities Drive Category Growth
Health and Wellness Priorities Drive Category Growth
Sustainability Reshapes Premium Segments
Format Innovation Enhances Convenience and Functionality
Sustainability and Wellness Priorities to Drive Category Expansion
Format Innovation Enhances Convenience and Functionality
E-Commerce Expansion Is Reshaping Purchase Behaviour
Leading Brands Secure Positions through Strategic Focus and Innovation
Strategic Shifts and Emerging Opportunities
Supermarket Channel Dominates as E-Commerce Gains Traction
Home Care in Australia - Industry Overview
Evolving Product Formats Drive Home Care Growth Amid Economic Pressures
Key Data Insights
Evolving Product Formats Drive Home Care Growth Amid Economic Pressures
Private-Label Expansion Reshapes Competitive Dynamics
Sustainability Initiatives Gain Traction across Categories
Consumers Drive Multifunctional Product Demand
Sustainability to Reshape Product Portfolios and Consumer Expectations
E-Commerce and Private Label Drive Market Dynamics
Leading Brands Maintain Dominance through Innovation and Divestiture
Divestiture Reshapes Competitive Dynamics
Supermarkets Channel Maintains Dominance as E-Commerce Enjoys Further Growth
Bunnings and Chemist Warehouse Lead Emerging Retail Concepts
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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