Like home care disinfectants, all purpose cleaning wipes experienced a major boost to sales at the height of the pandemic, but growth started to slow towards the end of the review period, as some consumers moved away from certain cleaning and disinfection habits. However, new factors have emerged that continue to drive demand for all purpose cleaning wipes, linked to more specific occasions and uses.
Promotions will continue to be a key factor in driving demand for surface care, where brands such as Poett have gained positions in the competitive landscape through strong promotional strategies and low prices. Other brands have followed a similar strategy, with prices almost on par with the most affordable options, which has helped them to retain share.
The end of the review period witnessed a decline in sales of more specific surface care, such as bathroom cleaners, as consumers showed an increasing preference for multi-purpose cleaners that can cover various needs around the home. However, the replacement of kitchen cleaners by multi-purpose cleaners is more difficult, as these specific products focus on the need to clean grease on surfaces.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in Chile 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 Chile, 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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