Competitive Landscape
Colgate-Palmolive Ab Maintains Lead through Brand Strength
Surface care in Sweden remained moderately concentrated in 2025, with the top two companies, Colgate-Palmolive AB and Unilever Sverige AB, holding a significant share of the market. In 2025, Colgate-Palmolive AB maintained its lead with a 24% value share, while Unilever Sverige AB held a 14% value share.
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Overview:
Understand the latest market trends and future growth opportunities for the Surface Care industry in Sweden 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 Sweden, 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 Sweden 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 Sweden?
- Which are the leading brands in Surface Care in Sweden?
- How are products distributed in Surface Care in Sweden?
- 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 Sweden - Category analysis
Key Data Insights
Sustainable Innovation Drives Surface Care Growth
Sustainable Innovation Drives Surface Care Growth
Multi-Purpose Cleaners Leads with Convenience and Value as Private Label Gains Traction
Health-Conscious Consumers Fuel Demand for Safe Products
Multi-Purpose Cleaners Drive Growth with Versatility and Value
Sustainability Drives Innovation with Eco-Friendly Formulations and Packaging
Efficacy Expected to Become a Priority for Consumers, Driving Future Innovation
Colgate-Palmolive Ab Maintains Lead through Brand Strength
Grocery Retailers Dominate Surface Care Sales
Retail E-Commerce Gains Traction through Omnichannel Strategies
Home Care in Sweden - Industry Overview
Laundry Care Drives Home Care Growth through Premiumisation
Key Data Insights
Laundry Care Drives Home Care Growth through Premiumisation
Sustainability Influences Product Development and Purchasing Decisions
Private Label Gains Traction as a Trusted Alternative
Increased Demand for Wellness-Focused Products Anticipated to Drive Future Growth
Laundry Care Set to Remain the Largest Category, While Dishwashing Will Remain the Best-Performing
Continued Price-Sensitivity Expected to Increase Demand for Multifunctional Products
Unilever Sverige Ab Maintains Lead through Laundry Care Strength
Grocery Retailers Dominate Sales through Convenience
Retail E-Commerce Gains Traction with Omnichannel Enhancements
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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