Colgate-Palmolive's Ajax remains the leading player in Australia surface care market, recording a retail value share of 19% in 2012. The Ajax brand, traditionally a scouring agent, pioneered the trigger format in Australia with Spray „N Wipe multi-purpose spray and has since extended into bathroom, floor and glass cleaners. Ajax remained dominant in scouring agents, where it recorded a retail value share of 47% in 2012, and multi-purpose cleaners (29%).
Multi-purpose cleaners growth plateaued over 2012, with current retail value sales increasing by 1% as manufacturers attempted to highlight their complete solutions for everyday cleaning at the expense of specialist products. Area leaders Pine „O‟ Cleen and Ajax attempted to secure share by introducing brand extensions featuring new fragrances and using All-in-1 claims popular across other home care areas.
Growth is likely to remain subdued across surface care, at least in the shorter term, as consumers remain value-conscious and spend cautiously. While Australia will remain directly unaffected by the sovereign debt problems of some European economies, the unfolding of these events over the forecast period will likely cast a shadow over domestic consumer confidence. Because of this, manufacturers will need to provide consumers with a convincing value proposition. Multi-purpose cleaners and antiseptics/disinfectants have an advantage here in their ability to be used across different surfaces in the house. Consequently, multi-purpose cleaners and household antiseptics/disinfectants have respective projected forecast period constant value CAGRs of 2% and 3%.
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