PROSPECTS AND OPPORTUNITIES
Positive growth forecast for surface care in both volume and current value terms
Surface care is projected to maintain positive growth in terms of current value and volume sales over the forecast period. As local consumers entertain more often at home post-pandemic, the need for house cleaning is likely to increase.
Traditional scouring agents and disinfectants are set to register some decline
Following growth in 2024, demand for scouring agents and home care disinfectants is projected to decline slightly over the forecast period. Instead, as kitchens and bathrooms become more central to home entertainment, speciality cleaners with disinfecting properties are expected to see an increase in demand, thereby driving current value sales.
Supermarkets will remain the leading distribution channel for the foreseeable future
Despite regular new product launches, innovations and enhancements, surface care remains a relatively traditional category, with local consumers often remaining loyal to their preferred products, brands, manufacturers and, in particular, distribution channels. Over the forecast period, it is expected that supermarkets will continue to lead surface care sales; however, while local consumers will continue to prefer shopping for their cleaning products on a need-only basis during their regular grocery shopping trips, e-commerce is likely to continue growing steadily, albeit from a low base.
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Overview:
Understand the latest market trends and future growth opportunities for the Surface Care industry in Austria 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 Austria, 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 Austria 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 Austria?
- Which are the leading brands in Surface Care in Austria?
- How are products distributed in Surface Care in Austria?
- 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 Austria - Category analysis
KEY DATA FINDINGS
Current value growth outperforms volume growth in 2024 as average unit prices increase
Premiumisation helps boost growth as consumers seek better efficacy
International players maintain the lead in surface care
Positive growth forecast for surface care in both volume and current value terms
Traditional scouring agents and disinfectants are set to register some decline
Supermarkets will remain the leading distribution channel for the foreseeable future
Home Care in Austria - 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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