Toilet Care in Austria

PROSPECTS

Convenience trend boosts toilet care sales

Growth within toilet care is steady due to strong interest among consumers in effective products that provide hygiene and are convenient to use. ITBs are seeing stable growth due to their offering of convenience, allowing consumers to keep toilets fresh without much effort.

Effectiveness remains a key con concern

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

Toilet care impacted by growing desire for pleasant atmosphere at home

Products across various home care areas are affected by consumer desire not only for effective and long-lasting results, but also for the maintenance of a pleasant atmosphere in all home areas, including bathrooms and toilets. This trend is specifically affecting sales of ITBs (eg innovation by Henkel with changing fragrance, or colourful products).

COMPETITIVE LANDSCAPE

Global players continue to lead sales

Toilet care is led by global players, with Henkel remaining in pole position. Erdal ranked second in 2018 and profits from its overall perception as a domestic manufacturer among Austrian consumers, as well as from its marketing of eco-friendly products.

Brand image and marketing key to sales

Consumers continue to value high quality when it comes to toilet cleaning and trust established brands, which invest in marketing campaigns and social media, as well as in ongoing product development and innovations. This trend is expected to continue over the forecast period, with brands such as Blue Star (Henkel), Tofix (Erdal) and WC-Ente (SC Johnson) being popular among Austrian consumers.

Private label increases pressure on brands

Similar to surface care, consumers mainly value effectiveness and quality when it comes to cleaning products. Consequently, private label ranges continue to lag behind the most popular branded products in Austria.

Files are delivered directly into your account within a few minutes of purchase.