Just Published: "Surface Care in Israel"

One of the new surface care products launched by Henkel Soad in Israel during 2015 involves a significant technological improvement in the category: concentrated floor cleaners. Floor cleaners are usually sold in 2-litre or, in some cases, 4-litre bottles, while Henkel Soad's new Sod Brilliant product is sold in a 1.25-litre bottle. This trend is evident in the laundry care category as well as consumers are increasingly shifting towards concentrated products as apartments in Israel are becoming smaller and saving space is becoming more important than it was in the past. In addition, as consumers tend to choose floor cleaners based on their price, the leading companies in the category are now forced to provide added value in order to maintain their sales, despite the relatively high prices which already exist in the category.

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Competitive Landscape

Sano Bruno’s Enterprises Ltd led surface care in 2015 with a 35% value share. Sano leads in almost all surface care categories and its brands are recognised among the majority of Israeli consumers. The company also conducts extensive advertising campaigns for many of its products, including television and online media campaigns, which continues to contribute to its high levels of exposure.

Industry Prospects

The key trend in surface care over the forecast period is expected to remain the ongoing development and launch of new products in each of the various different categories such as the new concentrated floor cleaners being launched by Henkel Soad, with companies undertaking these launches in order to increase consumption and make these products more attractive.

Report Overview

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

The Surface Care in Israel 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

Our market research reports answer questions such as:

* What is the market size of Surface Care in Israel?
* What are the major brands in Israel?
* What are the fastest growth categories within surface care?
* What are the key new product launches in the polishes market?

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