Competitive Landscape
Sano and Reckitt Benckiser Solidify Their Lead through Innovation
The surface care market in Israel remains concentrated, with the top companies maintaining their lead in 2025. Sano Bruno’s Enterprises Ltd retained its position as the market leader with a 37% share, followed by Reckitt Benckiser Ltd with 12%.
Cif's New Musk Floor Cleaning Wipes Offer Convenience of Use
In 2025, Cif expanded its surface care portfolio with the launch of its Musk floor cleaning wipes, designed as a ready-to-use alternative to traditional liquid floor cleaners. The wipes offer quick, mess-free application and a long-lasting musk fragrance, appealing to consumers seeking convenience, speed and enhanced sensorial benefits in everyday cleaning.
Lack of Mergers and Acquisitions
There were no notable mergers or acquisitions in the surface care market in Israel in 2025, and none are anticipated in 2026. This stability in the competitive landscape suggests that the major players are focusing on organic growth and innovation rather than consolidation.
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Overview:
Understand the latest market trends and future growth opportunities for the Surface Care industry in Israel 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 Israel, 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 Israel 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 Israel?
- Which are the leading brands in Surface Care in Israel?
- How are products distributed in Surface Care in Israel?
- 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 Israel - Category analysis
Key Data Insights
Modest Value Growth Driven by Premiumisation and Convenience Trends
Modest Value Growth Driven by Premiumisation and Convenience Trends
Multipurpose Cleaners Lead Thanks to Their Convenience and Variety
Key Trends Shaping Surface Care through Innovation and Premiumisation
Consumers to Drive Premiumisation as They Look for Convenience and Sustainability
Ready-To-Use Formats and Sustainability to Shape Future Sales
Innovation and Environmental Credentials to Drive Competitive Edge
Sano and Reckitt Benckiser Solidify Their Lead through Innovation
Cif's New Musk Floor Cleaning Wipes Offer Convenience of Use
Lack of Mergers and Acquisitions
Discounters Drive Sales with Low-Cost Assortments and Promotions
Online Retail Gains Traction in Premium Product Segments
No New Retail Brands or Concepts Emerge in 2026
Home Care in Israel - Industry Overview
Modest Growth Driven by Price Increases and Premiumisation
Key Data Insights
Modest Growth Driven by Price Increases and Premiumisation
Sano Drives Premiumisation with Innovative Product Formats
Rami Levy Expands Private Label Portfolio to Capture Value-Driven Demand
Discounters and Private Label Products Drive Market Growth
Laundry Care Will Maintain the Largest Share, Boosted by Premium Offerings
Sustainability and Premiumisation to Shape Future Trends
Innovation Helps Leaders Sano and Reckitt Benckiser Maintain Their Positions
Sano Drives Premiumisation with Innovative Product Formats and Fragrances
Opportunities Arise From Sustainability and Premiumisation Trends
Discounters Lead Home Care Sales with Their Strong Value Proposition
Retail E-Commerce Offers Convenience and Variety
No New Retail Brands or Concepts Emerge in 2026
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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