Competitive Landscape
Henkel Ag & Co Kgaa and Reckitt Benckiser Group Plc (Rb) Dominate Despite Slight Shifts
Surface care in Oman is concentrated, with a few major players holding significant shares. In 2025, Henkel AG & Co KGaA led the category with a 17% share, followed by Reckitt Benckiser Group Plc (RB) with 12%.
Divestment Creates Future Opportunities
The divestment by Reckitt Benckiser of its essential home business to Advent International may lead to portfolio restructuring, pricing adjustments or innovation shifts, potentially affecting brand positioning and competition in surface care in Oman. Although Reckitt Benckiser retained a 30% stake, indicating continued interest in surface care's long-term value, Advent's operational expertise could unlock growth in underperforming segments.
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Overview:
Understand the latest market trends and future growth opportunities for the Surface Care industry in Oman 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 Oman, 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 Oman 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 Oman?
- Which are the leading brands in Surface Care in Oman?
- How are products distributed in Surface Care in Oman?
- 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 Oman - Category analysis
Key Data Insights
Consumers Drive Growth with Multifunctional and Sustainable Products
Consumers Drive Growth with Multifunctional and Sustainable Products
Greenova Pioneers Eco-Wellness with Natural Surface Cleaners
Evolving Product Formats Drive Sales Growth and Premiumisation
Multi-Purpose Cleaners Remain Largest, Driven by Convenience
Eco-Wellness Approach Drives Innovation
Henkel Ag & Co Kgaa and Reckitt Benckiser Group Plc (Rb) Dominate Despite Slight Shifts
Divestment Creates Future Opportunities
E-Commerce Emerges as a Fast-Growing Channel with Rising Online Penetration
Home Care in Oman - Industry Overview
Health-Consciousnes Premiumisation Prompt Innovative Products
Key Data Insights
Health-Consciousnes Premiumisation Prompt Innovative Products
Laundry Care Dominates Market Share with Essential Products
Home Insecticides Sees Dynamic Growth Driven by Consumer Needs
Consumers Drive Growth with Sustainable and Premium Products
Laundry Care Maintains Dominance with Essential Products
Online Sales and Premium Innovations Drive Business Growth
The Procter & Gamble Co and Henkel Ag & Co Kgaa Maintain Dominant Positions
Divestment Activity Reshapes Competitive Dynamics
Retail E-Commerce Emerges as Fast-Growing Channel for Home Care
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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