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Toilet care market research

Euromonitor has the world’s most comprehensive research on the toilet care category within the home care industry.  We monitor and analyse industry trends around the world, including in-depth data on market share and market size – from the “big picture” qualitative analysis; down to specific category data. 

Euromonitor data and market analysis cultivates your organization’s awareness of the toilet care market and the greater competitive environment, ensuring accurate and focused strategies for your business.

A resource for your entire organization, Euromonitor market research supports every level of business, assisting in strategic development, marketing, mergers and acquisitions, and brand management.

Our toilet care market research answer questions such as:

  • What is the market size of toilet care?
  • What are the major brands in toilet care?
  • What are the future prospects for the toilet care products?
  • What are the key new product launches in the toilet care products?

results

 

Country Report

Toilet Care in Switzerland

Efficiency and convenience were the main selling points in toilet care in 2014. Consumers generally appreciate powerful cleaning products for their toilets and they are especially keen on products which can help them to keep toilets clean without ...

May 2015 | US$1,000 | Add to cart | View details

Company Profile

Kao Corp in Home Care

Kao Corp is the leading home care company in Japan and ranks eighth at the global level. This profile examines the company’s efforts to generate value through innovation in its mature domestic market and analyses its strategy of targeting the growing...

May 2015 | US$575 | Add to cart | View details

Country Report

Toilet Care in Uruguay

Uruguayan consumers, regardless of socioeconomic and education levels, recognise the importance of maintaining households, and especially bathrooms, clean and disinfected. However, the traditional and extended use of chlorine bleach to perform these ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Guatemala

Toilet care products saw sales of GTQ51 million in 2014, achieving 6% retail value growth in current terms. The leading player in toilet care, SC Johnson de Centroamerica SA, finished its rebranding strategy of changing its Pato Purific brand to Mr ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Ireland

Product innovation in toilet care was sadly lacking in 2014. However, creative marketing was not, with products such as Jeyes’ Bloo climbing on the World Cup bandwagon to raise the profile of Bloo products across toilet care. In 2014 the company ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Indonesia

Various campaigns for toilet cleanliness such as the “1000 school toilets” movement by Unilever Indonesia have significantly raised hygiene awareness amongst Indonesian households, particularly amongst low-income segments. Harpic’s 3M campaign (3M ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Georgia

There are several factors that significantly impacted sales of toilet care in 2014. While affordable prices and a wider range of products stimulated purchases from regular consumers, hotels and guesthouses also became loyal customers. Strong ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Nigeria

The increasing number of modern urban homes with sophisticated facilities in Nigeriais stimulating growth in toilet care. The category is still developing as most Nigerians do not consider the use of task-specific toilet care products to be ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Australia

In 2014, toilet care was characterised by relatively low levels of innovation and development. Brand extensions, packaging and the modernisation of label designs, with subsequent relaunches, were the primary tactical tools for advancing retail sales....

May 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Bolivia

Toilet care in Bolivia continued to see healthy growth in 2014. Sales were driven by steady increments in volume and moderate unit price increases. Manufacturers’ distribution strategies helped them achieve successful results in 2014. Toilet care ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Saudi Arabia

Saudi Arabia is currently witnessing an increased focus on hygiene practices among the general population. A number of health scares warranted this increase in hygiene practice. Firstly, the country continued to be affected by the outbreak of a ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Portugal

The Portuguese habit of considering toilet care as one of the most basic hygiene requirements in the home prevented volume sales from declining in 2014. These habits have led to growing demand for sophisticated products that not only clean toilets ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in the Netherlands

Toilet care in the Netherlands recorded modest current value growth during 2014. Growth was mixed in the category over the course of the year as some toilet care categories registered current value declines, while others recorded healthy current ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Macedonia

Toilet care current value sales increase by 4% in 2014 to reach MKD107 million. Average unit prices within toilet care increase by 2% in 2014 and are set to continue rising moderately over the forecast period. The most active areas within toilet care...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Italy

In 2014 toilet care suffered a current value decline of 1%, as the struggling economy caused consumers to prefer cheaper products and products on price promotion. The high level of unemployment, political instability, uncertainty about the future and...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in the United Arab Emirates

The UAE saw a rise in the number of people living in the country in 2014 with the number of expatriates moving to the country from neighbouring Arab countries due to political unrest, as well as Europe due to economic difficulties increasing ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Costa Rica

Toilet care manufacturers continued to offer local buyers a wider range of products that vary in terms of dispensing format and performance features; these key differentiating characteristics are designed to offer greater value and increase the sales...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Romania

Consumer trends directed consumers toward more specialised products as the portfolio of brands available increased constantly. In 2014, there were more scents and product formats than ever before, although a decrease in growth rate was noticed. ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in China

Product upgrading within toilet liquids drove overall toilet care to record healthy current value growth of 15% in 2014. Product upgrading in 2014 was mainly focused on two dimensions. Firstly, manufacturers gradually replaced the pungent smells of ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Germany

Aside from kitchens, bathrooms and especially toilets are considered to be the most important areas to be hygienically clean in German homes. Despite the fear of germs and infectious deceases becoming increasingly less prevalent in Germany, toilet ...

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Iran

Toilet care mainly appeals to mid- to high-income consumers in Iran, due to carrying unit prices around three times the level of bleach. Many home care players meanwhile faced sharp increases in their production and distribution costs in 2014, due to...

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in the US

Demand for toilet care for any given country is going to be contingent on how willing and able consumers are in relation to keeping their toilets clean, and on innovations in plumbing and toilet design. In the US, both factors remained stable, and ...

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in the Czech Republic

Toilet care registered only marginal growth in current value sales to reach CZK873 million in 2014. Nevertheless, this represented an improvement from 2013, when retail value sales saw marginal decline of 1%. As the Czech economy started to recover, ...

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Egypt

The positive retail value growth witnessed in 2014 was a result of the increasing specialisation of household care products. Many consumers purchased specialist products due to strong media advertising campaigns, which led value sales to grow by 4% ...

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Brazil

Toilet care goods are considered crucial home care products within Brazilian households as they are aligned with the consumer search for practicality, hygiene and fragrance. The toilet is the room where an adequate clean is fundamental, but it is the...

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Ecuador

Import barriers were created in December 2013 by COMEX’s (the External Commerce Committee) Resolution 116. The aim is to control product quality with the help of INEN (the National Norms Institute) through special certificates that need to be ...

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Dominican Republic

Overall consumer awareness of toilet care remains low in the Dominican Republic. Toilet care products are generally expensive and so are attractive only to a niche audience of higher-income households. While the competitive landscape is highly ...

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Belgium

As with other categories within home care in Belgium, toilet care is quite a mature and saturated product category. However, in order to achieve value growth, the leading players the in the category engaged in strong innovation, including launching ...

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in France

The cocooning trend of previous years has paved the way for hiving and homing lifestyles: In 2014, social gatherings, parties, dining and other get-togethers were more frequently being held at home rather than at outdoor cafés, bars, and restaurants....

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Mexico

In-the-bowl (ITB) toilet care in Mexico is dominated by rim blocks, which were considered traditional products that for years remained with low levels of innovation; however, in 2014, there were relevant format changes aimed at providing ...

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Ukraine

Similar to other products, toilet care was affected by the gloomy economic climate during 2013-2014. Toilet care recorded 6% decline in current value terms and reached UAH485 million in 2014. Consumers tightened their belts in terms of spending on ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in South Africa

Toilet care in South Africa remained a category characterised largely by price promotions towards the end of the review period as manufacturers sought to promote their products and retailers sought to increase volume sales. Faced with severe ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Austria

The performance of toilet care in Austria in 2014 was attributable to several factors. Firstly, there are a significant number of Austrians who are becoming increasingly aware of the significance of toilet hygiene for their overall health. In order ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Finland

Toilet care is already a mature category in Finland, and for the first time in years registered a value sales decline in 2014. As the economic instability continued in Finland and unemployment increased, the price became a more important factor in ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Norway

The convenience of toilet care products is becoming increasingly important to Norwegian consumers. Like with most other household tasks, Norwegians are placing more importance on the minimisation of toilet care and are seeking products to help them ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Greece

Manufacturers invested heavily in the toilet care category in 2014, with ITBs being the key focus area. Multi-purpose ITBs were under the spotlight of developments. Duck and Bref introduced new ITBs that claim to have multiple properties, such as ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Canada

Toilet care remained relatively flat in 2014, with retail value increasing by a modest 1% in current terms against a decline in volume. A significant element in the category’s lacklustre performance for 2014 lies in Canada’s slow economic recovery ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Chile

In the context of fast-changing lifestyles and increasing participation of women in full-time jobs, consumers look to spend as little time as possible in household tasks. Nevertheless, toilet hygiene continues to be an important priority in house ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Estonia

Toilet care saw continual healthy growth in 2014. Improvement in consumption was supported by increasing living standards. Consumers preferred convenience and quality although increasing health awareness led consumers to spend more on toilet care ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Kenya

Toilet care benefited from an expanding mid-income group in Kenya during the review period and from a rise in the household penetration of flush toilets. While the majority of households continue to lack flush toilets, levels rose from 16% in 2009 to...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Tunisia

Using bleach instead of toilet care products is very common in Tunisia. The popularity of this cleaning method is due to the general belief that it is as effective when compared to toilet care products. Moreover, the low price of bleach serves to ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Turkey

Turkish consumers traditionally pay the utmost care to the cleanliness of their toilets and this means that the majority of Turkish households clean their toilets approximately six times per week, according to recent reports in the trade press. ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Croatia

Toilet care was among the home care categories that suffered most from the effects of the economic downturn. At the beginning of the downturn, the outlook for sales of toilet care was not overly negative, with retail volume sales falling only mildly ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Serbia

Henkel Srbija doo remained the leader in toilet care but continued to lose share in 2014. Its share declined in each year of the review period. The main reason for this is greater investment in marketing and distribution by second-ranked Unilever, as...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Israel

Innovation in rim blocks was the strongest driver of growth in toilet care in 2014. Before 2013, Henkel Soad was not a player in toilet care. After introducing three new innovative rim blocks, it reached a 4% value share in toilet care in 2014. ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Latvia

For the last three years of the review period, toilet care was growing at a steady rate, recovering from the consequences of economic crisis. Consumer habits are changing – from saving money in every possible way to improving overall living standards...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Lithuania

In 2014 toilet care in Lithuania benefited from an increase in Lithuanians’ purchasing power with more people accepting the need to spend more on toilet care products. Meanwhile, increasing availability of different scents of toilet care products ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Sweden

In 2014, there was a growing focus on multifunctional products. This was evident from brand/product names. For example, the rim block brand Cillit Bang Power & Fresh, which claims to be both hygienic and to clean and freshen. Similarly, the toilet ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Slovenia

Toilet care in Slovenia is considered highly concentrated with the three biggest manufacturers controlling 72% of value sales in 2014. Toilet care is also highly competitive with plenty of very similar products under different brands available to ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Toilet Care in Morocco

Toilet care in Morocco posted strong growth of 12% in volume terms and 13% growth in value in 2014. This growth is mainly driven by the rising popularity of toilet care products, especially rim liquids, as they are effective and quick to use. ...

Mar 2015 | US$1,000 | Add to cart | View details
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