Toilet Care in Azerbaijan

PROSPECTS

Emergent ITBs expected to show rapid growth

Toilet care continued to grow in Azerbaijan in 2019, driven by toilet liquids/foam. Toilet care is represented almost entirely by toilet liquids/foam, though ITBs are gaining ground in the form of rim liquids.

Poor water quality supports sales of toilet care products

Water quality remained a pertinent challenge for Azerbaijani consumers in 2019. Due to the corrosion and heavy sediment, local consumers need to use toilet care products often and in large amounts in order to keep toilets clean and disinfected.

Traditional grocery retailers leads while modern grocery retailers shows rapid growth

Toilet care products have been traditionally available primarily through neighbourhood markets and other traditional grocery retailers. The review period saw dramatic changes in retailing in Azerbaijan.

COMPETITIVE LANDSCAPE

Mazarina maintains its lead of toilet care in Azerbaijan

Mazarina MMC continued to dominate toilet care in 2019, thanks to the company’s brand presence in toilet liquids/foam, in-cistern devices and rim liquids. Mazarina’s Tualetnyi Utenok (Toilet Duck) brand, a toilet liquid distributed on behalf of SC Johnson & Son Inc, was the undisputed leader in terms of brand share, and the company’s Glade brand came in third.

Toilet care continues to be represented mainly by imported brands

Multinationals led toilet care in Azerbaijan throughout the review period and during 2019. Products from domestic companies had only narrow coverage, distributed mainly through markets on the outskirts and in the suburbs of cities.

Multi-purpose toilet care products prove popular

Towards the end of the review period, toilet care products saw a rise in popularity, in line with ongoing urbanisation and reduced time available for domestic multi-purpose cleaning chores. As a result, products with dual actions, such as cleaning and disinfecting or cleaning and providing fragrance, showed the strongest performances during 2019.

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