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Surface Care in the Netherlands

Netherlands surface care market: Henkel Nederland BV the leading industry player during 2012

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2014-01-23 00:35:01 - Surface Care in the Netherlands - a new market research report on

In 2012, Henkel Nederland BV continued to be one of the fastest-growing manufacturers of surface care products in the Netherlands. Its most prominent brand, Witte Reus, was again promoted in stores as a value-for-money product with enhanced hygiene properties. The already established popularity of the brand in laundry care made it easier for the surface cleaning products to penetrate. The range of Witte Reus products in surface care continues to grow and adapt to consumer needs; one such example is the spray dispenser available now for bathroom, kitchen and window/glass cleaners.

Dutch consumers are spending less time on surface care and putting more value on their limited leisure time. This has been behind an overall shift in demand from specific surface



care products towards multipurpose cleaners. Sales, as such, are under pressure both in terms of volume and value size. Promotional campaigns are targeted at larger volumes for a lower price.

Surface care products are expected to perform steadily in the forecast period. A particularly positive performance is expected from multipurpose cleaners, which are expected to pose ever stronger competition for specialised cleaners such as scouring agents, kitchen cleaners, bathroom cleaners and oven cleaners. The latter products are not expected to decline severely, but their performance will be affected by the increased competition.

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