Toilet Care in Austria

PROSPECTS

Convenience, cleanliness and hygiene are toilet care sales drivers

Cleanliness and hygiene continue to play an increasingly major role in Austria, with consumers wanting to ensure high levels of sanitation, especially in wet rooms such as bathrooms where germs can thrive more easily. Effective and convenient toilet cleaners are therefore in strong demand.

Toilet care impacted by the growing desire for a pleasant atmosphere in the home

Products across various home care areas are affected by a consumer desire not only for effective and long-lasting results, but also for the maintenance of a pleasant atmosphere in all areas of the home, including bathrooms and toilets. The desire for wellbeing, often as part of the general health and wellness trend, and an ageing population are contributing to bathrooms playing greater roles in everyday lives.

Effectiveness will generally outweigh green concerns for consumers

Despite a preference for less effort when cleaning, Austrians still invest significant time in properly cleaning their toilets. Toilet liquids remain among the most popular toilet cleaning products.

COMPETITIVE LANDSCAPE

Global players continue to lead sales

Toilet care is led by global players, with Henkel remaining in pole position. Due to the high requirements and demands in terms of product sophistication and quality, renowned global brands remain popular.

Green products gaining ground, as long as they can offer the same results as regular products

Tofix and Frosch are renowned and popular brands in toilet care as they have a long local tradition and are well trusted by consumers. Additionally, Frosch offers green products, which are generally growing in demand, but only as long as they offer the same cleaning results as regular brands.

Despite falling overall share private label still puts pressure on prices in toilet care

Private label lost sales share again in 2019, with consumers valuing effectiveness and quality when it comes to cleaning products, and private label ranges seen as lagging slightly behind the most popular branded products in Austria in these areas. Scepticism about the effectiveness and hygiene levels of the very low-priced or budget private label lines is hampering the growth potential of private label.

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