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Country Report

Australia Flag Toilet Care in Australia

| Pages: 21

Price: US$990

About this Report

Executive Summary

TRENDS

  • 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. SC Johnson & Son redesigned Duck’s label with a fresh new look on the same, uniquely ‘S’ shaped bottle. The company has done away with coloured bottles for its manual liquid extended clean range, replacing them with white bottles with fresh new labels, predominantly blue and white, but with a splash of colour to indicate fragrance variant: aqua burst, citrus fresh, blue water mint and spring blossom.

COMPETITIVE LANDSCAPE

  • With a presence across toilet care, Reckitt Benckiser's Harpic leads with a retail value share of 31% in 2014. Following the relaunch of the brand’s range in 2013, the company added Harpic Power Plus Liquid. The new product, which has 5x power action and is considered the strongest liquid toilet cleaner, claims ‘a better clean than bleach’. Other 2014 releases included: Harpic Active Fresh, which promotes effective cleaning with a fresh citrus fragrance; Harpic Active Fresh Hygienic Toilet Block (in citrus); and Harpic Hygienic plus Cageless Rim Block with 4x action. Moreover, in line with recent trends for dual benefit products, Reckitt Benckiser launched Harpic Dual Action Blocks with Baking Soda. In addition, the increased popularity of wipes saw the release of Harpic White and Shine Flushable Toilet Wipes.

PROSPECTS

  • After three years of negative growth in the mid-review period, toilet care is expected to continue its upward trajectory, with a 2% value CAGR at constant 2014 prices over the forecast period.

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Overview

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

The Toilet Care in Australia 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 Toilet Care in Australia?
  • What are the major brands in Australia?
  • What are the future prospects for the toilet care products?
  • What are the key new product launches in the toilet care products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Table of Contents

Toilet Care in Australia - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 1 Sales of Toilet Care by Category: Value 2009-2014
  • Table 2 Sales of Toilet Care by Category: % Value Growth 2009-2014
  • Table 3 NBO Company Shares of Toilet Care: % Value 2010-2014
  • Table 4 LBN Brand Shares of Toilet Care: % Value 2011-2014
  • Table 5 Forecast Sales of Toilet Care by Category: Value 2014-2019
  • Table 6 Forecast Sales of Toilet Care by Category: % Value Growth 2014-2019

Toilet Care in Australia - Company Profiles

Nature's Organics Pty Ltd in Home Care (Australia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 Nature’s Organics Pty Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 2 Nature’s Organics Pty Ltd: Competitive Position 2014

Pental Products Pty Ltd in Home Care (Australia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 3 Pental Products Pty Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 4 Pental Products Pty Ltd: Competitive Position 2014

Home Care in Australia - Industry Context

EXECUTIVE SUMMARY

Solid performance in 2014

Allergies impact home care choices

Multinational companies dominate home care in Australia

Australian supermarket price wars

Convenience and social concerns to drive growth

KEY TRENDS AND DEVELOPMENTS

Products labelled as ‘sensitive’ enter the mainstream

Price discounts on premium products and slower growth of private label

Product innovation and leveraging brand equity

MARKET INDICATORS

  • Table 7 Households 2009-2014

MARKET DATA

  • Table 8 Sales of Home Care by Category: Value 2009-2014
  • Table 9 Sales of Home Care by Category: % Value Growth 2009-2014
  • Table 10 NBO Company Shares of Home Care: % Value 2010-2014
  • Table 11 LBN Brand Shares of Home Care: % Value 2011-2014
  • Table 12 Penetration of Private Label in Home Care by Category: % Value 2009-2014
  • Table 13 Distribution of Home Care by Format: % Value 2009-2014
  • Table 14 Distribution of Home Care by Format and Category: % Value 2014
  • Table 15 Forecast Sales of Home Care by Category: Value 2014-2019
  • Table 16 Forecast Sales of Home Care by Category: % Value Growth 2014-2019

SOURCES

  • Summary 5 Research Sources

Segmentation

This market research report includes the following:

  • Toilet Care
    • In-Cistern Devices
    • ITBs
      • Rim Blocks
      • Rim Liquids
    • Toilet Care Tablets/Powders
    • Toilet Cleaning Systems
    • Toilet Liquids

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Products by Ingredient

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price % growth
  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail volume alternative
  • Retail volume alternative % growth
  • Retail volume alternative per capita

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