Boston, MA -- (SBWIRE) -- 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.

Competitive Landscape

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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.

Industry Prospects

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.

Report Overview

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.

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