Competitive Landscape
Henkel and Reckitt Remain among the Leaders, Backed by Innovation
Henkel AG & Co KGaA led the surface care market with a 19% share in 2025, followed by Laboratorios JGB SA and Reckitt Benckiser Group Plc, both with 8% shares. Henkel maintained its leading position by focusing on branded consumer goods and innovation.
Health and Wellness Drives Innovation with Antibacterial Products
In 2025, health and wellness was a key theme in surface care in Lebanon, with consumers prioritising safer, hygienic cleaning solutions to protect their households. This shift drove robust demand for antibacterial and natural formulations, as shoppers increasingly sought multipurpose cleaners and disinfectants free from harsh chemicals, leading to an uptick in premium segment sales.
Mergers and Acquisitions Shape the Competitive Landscape
There were no major mergers or acquisitions directly impacting the surface care category in Lebanon in 2025, as Reckitt Benckiser's global divestment of its essential home division to Advent International for USD4.8 billion did not include Dettol, which remains part of Reckitt's core power brands portfolio, thus remaining unaffected in Lebanon's surface care market.
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Overview:
Understand the latest market trends and future growth opportunities for the Surface Care industry in Lebanon 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 Lebanon, 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 Lebanon 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 Lebanon?
- Which are the leading brands in Surface Care in Lebanon?
- How are products distributed in Surface Care in Lebanon?
- 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 Lebanon - Category analysis
Key Data Insights
Prioritisation of Hygiene Helps Drive Surface Care Growth
Prioritisation of Hygiene Helps Drive Surface Care Growth
Multipurpose Cleaners Lead Sales with Their Practical Appeal
Private Label and Dtc Strategies Disrupt Traditional Brand Dynamics
Affordable Innovations to Drive Surface Care Growth
Multipurpose Cleaners to Remain the Biggest Category
Home Care Disinfectants to Be Fastest-Growing Category
Henkel and Reckitt Remain among the Leaders, Backed by Innovation
Health and Wellness Drives Innovation with Antibacterial Products
Mergers and Acquisitions Shape the Competitive Landscape
Modern Grocery Retailers Lead Surface Care Sales
Retail E-Commerce Gains Traction with Younger Consumers
No New Retail Brands or Concepts Emerge in 2026
Home Care in Lebanon - Industry Overview
Consumers Shift to Affordable Home Care Solutions
Key Data Insights
Consumers Shift to Affordable Home Care Solutions
Spinneys and Local Players Drive Private Label Growth
Evolving Product Formats Reshape Home Care Landscape
Affordable Essentials to Drive Home Care Sales in Lebanon
Laundry Care to Maintain the Largest Share Despite Economic Challenges
Wellness-Orientated Products to Gain Traction with Affordable Pricing
Top Players Maintain Their Leading Positions
Private Label and Local Brands Gain Ground
Strategic Mergers and Acquisitions Reshape Competitive Dynamics
Small Local Grocers Dominate Sales through Accessibility and Convenience
Retail E-Commerce Grows Gradually, Driven by Urban Consumers
No Emerging Retail Brands or Concepts Reported for 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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