Boston, MA -- (SBWIRE) -- 06/19/2014 -- In 2013 surface care was characterised by three main trends. First, the category suffered from a general disinterest in surface care chores, especially amongst the younger population, thereby negatively impacting most purpose-specific surface care products excluding wipes products, but sustaining the growth of multipurpose alternatives. In reaction to a plethora of surface care products on shelves - resulting in a high level of confusion - French consumers have predominantly resorted to the most simple and efficient products as a token of reassurance; a pattern of consumption which was beneficial to products made from traditional ingredients such as black soap, vinegar and sodium bicarbonate. Third, value growth was also fuelled by the general premiumisation of surface wipes categories, which continued to appeal to busy households, especially for the main reason of practicality.
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Over the period 2012-2013, Procter & Gamble France and combined private label lost about half a percentage point of value share to smaller players - such as Harris and Novamex - as well as bigger competitors. Generating a 20% share of value sales in surface care in 2013, Procter & Gamble France maintained its lead of the category. Reckitt Benckiser France consolidated its second position thanks to the good performance of its St Marc range of surface care products. Combined private label accounted for the third biggest share of sales in 2013, at 15%.
Over the next five years, surface care is expected to suffer from a value decline, with a negative value CAGR of 1% at constant 2013 prices. Surface care is likely to be characterised by great disparities relating to the performance of different categories: most home care wipes, which benefited from an upbeat performance in recent years, are likely to see negative value prospects due to their relatively high price positioning and growing consumer awareness of their negative impact on the environment. In surface care excluding wipes, multipurpose products are likely to continue to absorb the volume shift away from specific products, but the rate of value growth is expected to be lower than volume, due to the intensification of price-geared competition amongst players. From a broad perspective, volume sales are also expected to benefit from a rebound in the housing market pursuant to the full application of the Alur and Duflot laws to boost the number of acquisitions of social homes from 2014.
Discover the latest market trends and uncover sources of future market growth for the Surface Care industry in France with research from Euromonitor's team of in-country analysts.
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