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Country Report

Australia Flag Toilet Care in Australia

| Pages: 17

Price: US$990

About this Report

Executive Summary

TRENDS

  • 2015 was a favourable year for sales of toilet care in Australia, with consumers seeking to maintain the cleanliness of their homes as health and wellness continued to grow in importance. In addition, ongoing strong growth in the Australian housing market in 2015 had an indirect positive impact on volume sales of toilet care, boosting value growth in the category in the process. The combination of these two factors significantly benefited sales of toilet care in 2015, with the category increasing in current value by 3% to reach A$116 million.

COMPETITIVE LANDSCAPE

  • Toilet care continued to be led by Reckitt Benckiser in 2015, followed by SC Johnson and Pental Products. Together, these three players claimed a total of 71% of value sales in toilet care in 2015. This can be primarily attributed to the fact that these three companies offer the three most iconic brands in the category, Harpic, Duck and White King respectively.

PROSPECTS

  • Toilet care is expected to record a rather underwhelming performance over the forecast period, growing in value at a CAGR of 1% at constant 2015 prices. This less than dynamic performance is set to be largely the consequence of stagnant demand and low levels of innovation in this mature category. Consumers are becoming more averse to labour-intensive household chores, with many opting to hire a cleaner or maid or, more commonly, spend as little time performing these chores as possible. It is also unlikely that the widespread adoption of premium or innovative toilet care products will be seen over the forecast period as the current range of products on offer in the category is considered to be more than sufficient to clean toilets properly and, as such, there is little demand for more expensive toilet care ranges.

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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 2010-2015
  • Table 2 Sales of Toilet Care by Category: % Value Growth 2010-2015
  • Table 3 NBO Company Shares of Toilet Care: % Value 2011-2015
  • Table 4 LBN Brand Shares of Toilet Care: % Value 2012-2015
  • Table 5 Forecast Sales of Toilet Care by Category: Value 2015-2020
  • Table 6 Forecast Sales of Toilet Care by Category: % Value Growth 2015-2020

Toilet Care in Australia - Company Profiles

Reckitt Benckiser (Australia) Pty Ltd in Home Care (Australia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 Reckitt Benckiser (Australia) Pty Ltd: Key Facts

COMPETITIVE POSITIONING

  • Summary 2 Reckitt Benckiser (Australia) Pty Ltd: Competitive Position 2015

Home Care in Australia - Industry Context

EXECUTIVE SUMMARY

Positive growth recorded in home care in 2015

Changing consumer lifestyles influencing sales in home care categories

International manufacturers remain dominant

Supermarkets continue to dominate the retail distribution of home care

Home care products anticipated to become cheaper

KEY TRENDS AND DEVELOPMENTS

Minimal innovation and price discounting continue to influence sales of private label

Is sustainability the key to strong future growth?

Busy lifestyles shaping sales trends in home care

MARKET INDICATORS

  • Table 7 Households 2010-2015

MARKET DATA

  • Table 8 Sales of Home Care by Category: Value 2010-2015
  • Table 9 Sales of Home Care by Category: % Value Growth 2010-2015
  • Table 10 NBO Company Shares of Home Care: % Value 2011-2015
  • Table 11 LBN Brand Shares of Home Care: % Value 2012-2015
  • Table 12 Penetration of Private Label in Home Care by Category: % Value 2010-2015
  • Table 13 Distribution of Home Care by Format: % Value 2010-2015
  • Table 14 Distribution of Home Care by Format and Category: % Value 2015
  • Table 15 Forecast Sales of Home Care by Category: Value 2015-2020
  • Table 16 Forecast Sales of Home Care by Category: % Value Growth 2015-2020

SOURCES

  • Summary 3 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 (tonnes)
  • Retail volume (tonnes) % growth
  • Retail volume (tonnes) per capita

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