Surface care responded well to the COVID-19 pandemic in 2020, with current value sales growing notably. The main reason for this was due to the sudden awareness of hygiene.
In 2021, disposable incomes have continued to decrease due to the COVID-19 pandemic. As a result, more consumers have been economising and switching to lower priced brands.
The competition will remain fragmented in 2021, the result of a large number of players presents, particularly within different wipe product areas. Since local consumers pay attention to prices, leading players regularly offer frequent price discounts, boosting sales figures.
Over the forecast period, surface care will see continual current value and volume growth. Consumers are expected to continue being concerned about hygiene, even as the pandemic comes to an end, as the cleaning habits developed during 2020 and 2021 are set to stay.
With consumers increasingly price sensitive over the forecast period, there will be a shift to multi-purpose surface care products, which are suitable for all kinds of household surfaces and do not occupy much space. Also, many consumers will switch to less expensive local products or those that offer generous price discounts.
Due to the ongoing economising trend, the competitive landscape is expected to intensify, especially in terms of pricing. Local players will see growing competition from Russian players that offer strong multinational brands, and are able to lower their prices, offer discounts, and aggressively advertise their products.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in Belarus with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Surface Care industry in Belarus, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.See All of Our Definitions
This report originates from Passport, our Surface Care research and analysis database.
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