Just as in several other areas in home care, demand cooled notably in toilet care in 2021 after the sales spike in 2020, when consumers used their bathrooms/toilets significantly more often due to lockdowns and working/learning from home. Furthermore, consumer demand for cleanliness and hygiene was extremely high at the height of the pandemic and people were also interested in new home care products in order to spend their extra time at home in as pleasant an environment as possible.
Leading player Henkel, with its popular Blue Star brand, was the most active player in toilet care in terms of new product launches in 2021. A Royale Orchidee variant, which was claimed to offer a particularly exclusive scent, was added to the Blue Star DeLuxe range of rim blocks in March 2021.
Green products were playing only a very minor role in toilet care at the end of the review period, with a very limited number of brands to choose from. There were green specialist brands such as Frosch, Planet Pure and AlmaWin, with only minor sales shares, largely limited to toilet liquids/foam.
After the decline seen in 2021 following the sales spike in 2020, toilet care is expected to see positive annual growth rates in current value terms over the forecast period. While the ever-improving ranges of private label lines will exert increasing pressure on prices, the launch of new products, formats and scent variations will help to drive growth, especially within rim blocks, with this product area expected to be the most dynamic over the forecast period.
Sustainability is going to play an increasing role in toilet care in the forecast period, even with convenience and efficiency remaining the main purchasing factors, as consumers increasingly have faith in green products to be effective. The availability of truly green brands with renewed formulas is going to increase as the multinational industry giants are not expected to risk losing sales share to smaller green specialists such as Frosch and Planet Pure.
In-cistern devices are going to continue suffering due to the fact that modern toilets increasingly no longer offer access to the water tank. Consequently, the products have become increasingly versatile and can also be inserted into the toilet bowl.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Toilet Care industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Toilet Care industry in Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of in-cistern devices, ITBs and liquids/powders, mousses, tablets and toilet cleaning systems.See All of Our Definitions
This report originates from Passport, our Toilet Care research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!