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Country Report

Toilet Care in Australia

| Pages: 27

Price: US$900

About this Report

Executive Summary

TRENDS

  • Growth in toilet care has slowed as consumers begin to place less importance on the area in contrast to laundry care and dishwashing. In 2012, the area posted a 1% decline in current retail value sales – a performance which compares poorly with the review period CAGR of +2%. Toilet liquids performed the best due to sustained manufacturer activity. Harpic White and Shine was supported by heavy advertising spend while Unilever’s Domestos expanded into the area and bleach heavyweight White King gained prominence. Under the new leadership of local manufacturer Pental Products, White King continues to aggressively move into other areas, including toilet care, as it moves away from its traditional territory. White King’s association with bleach is perceived as a key advantage in toilet care where a strong cleaning and antibacterial agent is seen as necessary. Despite all this activity, toilet liquids sales fell slightly in 2012.

COMPETITIVE LANDSCAPE

  • Reckitt Benckiser’s Harpic remained the leading brand in toilet care in Australia in 2012 with a value share of 31%. The brand remains dominant in toilet liquids, where it recorded a retail value share of 46% in 2012 and also accounted for 25% of value sales within the larger ITBs area. Harpic’s leading position can be attributed to the fact it is one of the few brands to have a significant presence across all toilet care areas. The brand receives widespread advertising support. For example, over the review period Harpic launched a mass advertising campaign featuring a television commercial in which various men apologised for their wrongdoings in the bathroom and Harpic was promoted to help them ‘clean up their act’. The campaign also included a website where consumers could publically apologise for their behaviour and be admitted onto the ‘dishonour roll’.

PROSPECTS

  • A lack of innovation and advertising means toilet care sales will continue to decline over the forecast period, with the area having a projected constant retail value CAGR of -1%. In-cistern devices is forecast to register the sharpest decline due to a lack of interest and appeal. Toilet care was particularly affected by cautious consumer spending over 2012, with manufacturers unable to entice Australians with an attractive value proposition in the aftermath of ‘cageless’ innovation. The area that will suffer the least over the forecast period will be toilet liquids, which has a projected forecast period constant retail value CAGR of -1%. Given the maturity of the area, growth is expected to mainly derive from marketing activities as well as on-going product developments catering to consumers’ persistent demand for convenience.

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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 2007-2012
  • Table 2 Sales of Toilet Care by Category: % Value Growth 2007-2012
  • Table 3 Toilet Care Company Shares 2008-2012
  • Table 4 Toilet Care Brand Shares 2009-2012
  • Table 5 Forecast Sales of Toilet Care by Category: Value 2012-2017
  • Table 6 Forecast Sales of Toilet Care by Category: % Value Growth 2012-2017

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
  • Summary 2 Nature’s Organics Pty Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 3 Nature’s Organics Pty Ltd: Competitive Position 2012

Pental Products Pty Ltd in Home Care (Australia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 Pental Products Pty Ltd: Key Facts
  • Summary 5 Pental Products Pty Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 6 Pental Products Pty Ltd: Competitive Position 2012

Home Care in Australia - Industry Context

EXECUTIVE SUMMARY

Steady improvement across home care in 2012

Packaging innovation and eco-brands

Supermarkets dictate their terms

Multinationals continue to dominate

Innovation remains key to value growth

KEY TRENDS AND DEVELOPMENTS

Australian economy delivers growth

Spotlight on fragrance

Health and wellness concerns met by Eco brands

Private label brand invasion continues

Innovation favours convenience/packaging reduction

Retailers continue to experiment online

MARKET INDICATORS

  • Table 7 Households 2007-2012

MARKET DATA

  • Table 8 Sales of Home Care by Category: Value 2007-2012
  • Table 9 Sales of Home Care by Category: % Value Growth 2007-2012
  • Table 10 Home Care Company Shares 2008-2012
  • Table 11 Home Care Brand Shares 2009-2012
  • Table 12 Penetration of Private Label by Category 2007-2012
  • Table 13 Sales of Home Care by Distribution Format: % Analysis 2007-2012
  • Table 14 Sales of Home Care by Category and Distribution Format: % Analysis 2012
  • Table 15 Forecast Sales of Home Care by Category: Value 2012-2017
  • Table 16 Forecast Sales of Home Care by Category: % Value Growth 2012-2017

SOURCES

  • Summary 7 Research Sources

Segmentation

This market research report includes the following:

  • Toilet Care
    • In-Cistern Devices
    • ITBs
      • Rim Blocks
      • Rim Liquids
    • Toilet Care Mousse/Foam
    • 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
  • 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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