Competitive Landscape
Reckitt Benckiser and Henkel Maintain Leading Positions
Surface care in Kuwait is moderately concentrated, with the top two manufacturers, Reckitt Benckiser Group Plc (RB) and Henkel AG & Co KGaA, holding a combined share of 29%. Over the period from 2020 to 2025, Reckitt Benckiser increased its share from 13% to 16%, indicating a growing concentration.
New Entrants and Innovation Shape Surface Care Landscape
Al Sharhan Industries entered surface care in 2024 with an 11% share, which grew to 13% in 2025, highlighting its notable influence on the competitive landscape. SC Johnson & Son Inc also maintained a significant presence with a 10% share in 2025, up from 4% in 2020.
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Overview:
Understand the latest market trends and future growth opportunities for the Surface Care industry in Kuwait 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 Kuwait, 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 Kuwait 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 Kuwait?
- Which are the leading brands in Surface Care in Kuwait?
- How are products distributed in Surface Care in Kuwait?
- 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 Kuwait - Category analysis
Key Data Insights
SC Johnson Drives Sustainability with Eco-Friendly Launches
SC Johnson Drives Sustainability with Eco-Friendly Launches
Al Sharhan’S Kwik Attracts Health-Conscious Consumers
Premium Fragrances Boost Sales in Surface Care Products
Multi-Purpose Cleaners to Lead Surface Care Sales in Kuwait
Premium Fragrances to Drive Premiumisation
Sustainability to Continue as an Expectation in Surface Care
Reckitt Benckiser and Henkel Maintain Leading Positions
New Entrants and Innovation Shape Surface Care Landscape
Grocery Retailers Dominate Surface Care Sales with Broad Offerings
E-Commerce Gains Share with Rising Demand for Convenience
Home Care in Kuwait - Industry Overview
Home Care Sales Driven by Economic Factors
Key Data Insights
Home Care Sales Driven by Economic Factors
Health Concerns Drive Premium Laundry Care Sales
Evolving Product Formats Fuel Growth in Laundry Care
Multifunctionality Simplifies Cleaning Routines
E-Commerce to Drive Growth with Fast Delivery and Convenience
Laundry Care to Maintain Position with Multifunctional, Evolving Formats
Premiumisation and Efficiency Set to Drive Business Growth
Procter & Gamble Leads with Strong Portfolio and Innovation
Grocery Retailers Dominates Home Care Sales in Kuwait
E-Commerce Poses Moderate Competition to Retail Offline
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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