Boston, MA -- (ReleaseWire) -- 06/26/2014 -- During 2013, there was a trend towards installing hard floor surfaces in high traffic areas, such as the kitchen, living areas, bathroom, laundry area and hallway in new houses and refurbishments. As a result, this trend has opened up an opportunity for more-convenient floor cleaning products. In addition, the types of floor surfaces have changed over the years, from linoleum and hard wood polished floors, to tiled and laminated veneer wood options. Therefore, dry cleaning electro-static and floor polish products have become less relevant, while wet options that contain a cleaning agent have realised growing demand. Reckitt Benckiser New Zealand capitalised on this trend by expanding its disinfectant brand, Dettol, into a floor cleaning system during 2013. The product consisted of a starter kit with a sweeper and floor wipes, as well as wipe refills.
View Full Report Details and Table of Contents
Colgate-Palmolive led the category with a value share of 28% in 2013, up one percentage point on 2012. Ajax continued to be the top-ranked brand in surface care in 2013. Although the brand initially was known as a scouring agent, it has been branched out into other surface care categories. This was mainly due to the fact that volume sales of scouring agents weakened towards the end of the review period as more-specific cleaning products and less-harsh formats were introduced. In particular, Ajax Spray 'n' Wipe spray was ranked first within multi-purpose cleaners with a value share of 35%. With such a strong presence in multi-purpose cleaners, Ajax extended the Spray 'n' Wipe branding into impregnated wet wipes in 2012. Indeed, Ajax held a value share of 10% within impregnated wet wipes in 2013.
Convenience, efficiency and the development of less-harsh products will drive surface care sales over the forecast period. Multi-purpose products that can be used for a range of tasks along with cleaning wipes for in-between or quick maintenance jobs are likely to drive the category going forward. In addition, with changing living styles and interiors, new housing and renovation trends are also likely to drive certain relevant categories.
Discover the latest market trends and uncover sources of future market growth for the Surface Care industry in New Zealand with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Surface Care industry in New Zealand, our research will save you time and money while empowering you to make informed, profitable decisions.
The Surface Care in New Zealand market research report includes:
- Analysis of key supply-side and demand trends
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Surface Care in New Zealand?
- What are the major brands in New Zealand?
- What are the fastest growth categories within surface care?
- What are the key new product launches in the polishes market?
Reasons to Get this Report
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
Product coverage: Bathroom Cleaners, Descalers, Drain Openers, Floor Cleaners, Household Antiseptics/Disinfectants, Household Care Wipes and Floor Cleaning Systems, Kitchen Cleaners, Multi-Purpose Cleaners, Oven Cleaners, Scouring Agents, Window/Glass Cleaners.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
About Fast Market Research
Fast Market Research is a leading distributor of market research and business information. Representing the world's top research publishers and analysts, we provide quick and easy access to the best competitive intelligence available. Our unbiased, expert staff is always available to help you find the right research to fit your requirements and your budget. For more information about these or related research reports, please visit our website at http://www.fastmr.com or call us at 1.800.844.8156.
Browse all Consumer Goods research reports at Fast Market Research
You may also be interested in these related reports:
- Surface Care in Turkey
- The Future of the Skincare Market in New Zealand to 2017: Market Size, Distribution and Brand Share, Key Events and Competitive Landscape
- Surface Care in China
- Surface Care in Israel
- Home Care in New Zealand
- The Future of the Skincare Market in New Zealand to 2017
- Surface Care in Estonia
- Surface Care in Peru
- Surface Care in Macedonia
- Surface Care in Canada