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Surface Care in the United Kingdom

UK surface care market: £661 million industry in 2012

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2014-02-21 02:46:03 - Surface Care in the United Kingdom - a new market research report on

In 2012, Procter & Gamble UK Ltd led the UK surface care market, accounting for a 16% share of the category‟s value sales, reflecting a slight decline on the previous year. Its position was achieved through the sales of Flash, the well-established leading brand. Price promotions have been a factor in the company maintaining its leading position, particularly in the context of increased competition from private label products.

In 2012, not only have consumers stayed at home, but they have also entertained at home more, largely due to major events such as Queen‟s Diamond Jubilee, Euro 2012 and the London 2012 Olympics. As a result, consumers cleaned on a more regular basis, not only floors, surfaces and toilets, but also ovens,



windows and sinks, with the latter explaining the growth in sales of descalers.

Surface care is expected to grow slowly, with constant value sales expected to increase by 2% over the forecast period as a whole to reach £677 million by 2017. This will represent a slowdown on the 5% CAGR seen over the review period. The bathroom cleaners category is expected to register a 4% annual decline over the forecast period, the strongest fall in volume terms within surface care as a whole. The category will suffer as a result of the increasing shift towards more general use products, namely multi-purpose cleaners and household antiseptics/disinfectants.

Key Headlines

- Surface care sales grow by 6% in current value terms in 2012 to reach £661 million
- The trend towards specialised products continued
- While multi-purpose cleaners remains the largest individual surface care category, window/glass cleaners registers the fastest growth at 23% in current value terms
- Unit prices rise in most categories in 2012
- Procter & Gamble UK Ltd leads surface care with a value share of 16%, followed by SC Johnson Ltd with 14%
- Surface care is expected to grow slowly over the forecast period, at a constant value CAGR of 1% to reach £677 million by 2017.

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Mike King
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