Surface Care in Canada - New Study Released

Surface cleaning remained relatively stable in terms of innovation and product development, with 2013 being defined by product extensions more than new product introductions. The typical Canadian lifestyle continued to focus on health and wellness in several aspects, with prevention of the spreading of germs and bacteria gaining traction. After a variety of health scares over the review period, ranging from health issues such as cold and flu to household concerns such as food contamination, most households are taking active steps to ensure that their surfaces remain clean and germ-free. This awareness is supporting growth in surface care as demand and frequency of use increase.

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Competitive Landscape

Procter & Gamble was the leading manufacturer in surface care in 2013 with a 45% value share, largely through its two leading brands - Swiffer and Mr Clean. Mr Clean, a well-established brand in home care, expanded its reach into bathroom cleaners and multi-purpose cleaners, and receives ongoing support through print and television advertising. Swiffer sustains sales and presence for the company through its high volume sales and ensconced position in the cleaning regime of many homes. Popular brand extensions include Swiffer Wet Jet with Mr Clean Magic Eraser and a line of dusters under the Swiffer 360 range with extender handles.

Industry Prospects

Surface care is expected to increase by a 2% constant value CAGR over the forecast period to reach $764 million by 2018. The category is projected to maintain its current momentum, with value growth driven primarily by organic factors such as general population growth and a modest rise in the number of households. There will be continued competitive pressures on pricing, and promotions are very likely, particularly in seasonal periods such as spring and autumn when cleaning is most prevalent and volume sales spike.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Surface Care industry in Canada 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 Canada, our research will save you time and money while empowering you to make informed, profitable decisions.

The Surface Care in Canada 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



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