Boston, MA -- (ReleaseWire) -- 06/25/2014 -- Surface care continued to face stiff competition from bleach as a cheap alternative in 2013. Surface care products encountered some restrictions on growth due to high retail prices, in comparison to bleach. These products are chiefly purchased by middle- to high-income consumers who are interested in quality products and ease of use. Despite this, surface care registered volume and value growth in 2013.
Henkel-Alki Tunisie was the clear leader within surface care with a retail value share of 32% in 2013. The company enjoyed strong brand recognition and loyalty due to the popularity of its global brands, such as Bref, Mir and Ajax. Henkel-Alki has a comprehensive knowledge of the country and its products meet Tunisian consumer expectations. As a result, Henkel-Alki witnessed its value share grow within surface care in 2013.
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Surface care is expected to register steady value growth when measured in terms of constant 2013 prices over the forecast period. Surface care will still be perceived as non-essential due to cheaper alternatives, such as bleach. However, the category is anticipated to begin to gain ground in cleaning patterns, due to increasing brand awareness and marketing campaigns. As a result, surface care is expected to post a CAGR of 2% in constant value terms at 2013 prices over the forecast period.
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