Surface Care in Denmark - New Market Study Published
Fast Market Research recommends "Surface Care in Denmark" from Euromonitor International, now available
[ClickPress, Wed Jul 29 2015] Colgate-Palmolive cemented its position as the leading surface care player in 2014. It reaped the benefits of adapting its Ajax brand range to the strong local consumer preferences for green home care products. It is the first multinational player to fully adopt such a strategy in home care. The manufacturer innovated heavily during the review period and introduced numerous new Ajax bathroom cleaners, kitchen cleaners and multi-purpose cleaners carrying the certified Svanen (The Swan) consumer label, indicating environmental friendliness. Furthermore, it introduced three more Swan labelled multi-purpose cleaners in 2014, including one spray and two plastic bottles. By 2014, nine out of the 14 Ajax surface care products bore the Swan label.
Colgate-Palmolive dominated surface care in Denmark, with a value share of 45%, in 2014. Its closest competitor was Reckitt Benckiser with a more modest value share of 11%. Colgate-Palmolive’s success is due to the popularity of the Ajax brand, which is the leading brand in bathroom cleaners, kitchen cleaners, multi-purpose cleaners, scouring agents and window/glass cleaners. Colgate-Palmolive spends a great deal of money on campaigns to market Ajax, using promotions online, in the written media and on TV. Furthermore, Ajax has a long brand history in Denmark and is by far the most well-known cleaning product in the country.
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The trend for environment and allergy-friendly products is likely to remain key in surface care and its impact will most likely grow over the forecast period. Premium brands such as Ajax, Froggy and Neutral will continue to base their product innovation on this trend, as will premium private label. The alternative premium-price positioning, power/efficiency, looks more like a maturing trend that requires constant heavy marketing support in order to succeed.
Discover the latest market trends and uncover sources of future market growth for the Surface Care industry in Denmark with research from Euromonitor's team of in-country analysts.
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The Surface Care in Denmark 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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