If those components are galvanized steel, then what you have there is “white rust” (zinc hydroxide). If those components are aluminum then that’s a form of aluminum corrosion caused by chloride attack. There are screws and bolts all around the drum; if they are not properly matched to the drum material then you can get galvanic corrosion from that.
The drum and shaft need to be made from an appropriately rated aluminum alloy and, if they were smart, they would anodize the aluminum surface to give it added corrosion resistance.
Rinsing the cover off with fresh hose water as it is rolling up is probably a good idea. Chloride of any kind is not good for metals and, as the water evaporates from the rolled cover, the chloride concentration gets much higher.