The impending divestiture of some of Reckitt Benckiser’s home care brands by 2025 is expected to significantly alter the competitive landscape. Rather than leading to the disappearance of these well-established brands, the divestiture is anticipated to create opportunities for revitalisation and growth under new ownership.
Sustainability has become a central driver of growth within surface care, as consumers increasingly prioritise eco-friendly and value-driven products. Koh has capitalised on this trend with initiatives such as offering bulk purchases of its Universal Cleaner in environmentally friendly paper packaging.
Cleaning wipes have gained significant traction due to their versatility, cost-effectiveness and ease of use. As convenience and simplicity become defining lifestyle trends for younger generations, the wipes segment continues to expand.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in Australia 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 Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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 definitionsThis report originates from Passport, our Surface Care research and analysis database.
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