Surface care is expected to maintain slow and stable retail current value growth in the US in the forecast period, with multi-purpose cleaners set to continue to perform well due to the simplification of cleaning routines and the “back to basics” movement. However, volume sales are only expected to see low growth.
As cleaning trends are shifting towards automation, floor cleaners experienced a decline in 2024, and this declining trend is expected to continue in the forecast period, with a notable fall in volume sales anticipated. Consumers are increasingly replacing traditional trigger device floor cleaners with more efficient and automated solutions, such as robotic vacuum cleaners and automatic mops.
Leading surface care brands are strategically divesting non-core operations to focus on their core, market-leading brands. Reckitt Benckiser, for instance, plans to simplify its portfolio by offloading certain home care brands to concentrate on its “Powerbrands”, which it defines as high-growth, high-margin brands with potential for long-term growth.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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