The outbreak of COVID-19 and the measures taken to contain it had a positive impact on sales of toilet care in 2020. With consumers working and studying from home they were using the toilet more frequently and thus this boosted demand for toilet care.
While toilet liquids/foam is the largest toilet care category, rim blocks is seen to have more growth potential with these products offering a more convenient solution. Indeed, manufacturers are always innovating to attract new users.
Sales of toilet care are expected to decline over the forecast period in retail volume terms. The main reason is that as fears around COVID-19 soften and consumers spend more time away from the home the demand for toilet care will drop.
Sustainability is likely to become an increasingly important issue in toilet care over the forecast period. Ecover and Frosch gradually increased their share in the toilet liquids/foam over the review period and should see further growth over the forecast period.
It is expected that manufacturers will continue to focus their investment on rim blocks, with this projected to remain the most dynamic category in value and volume terms over the forecast period. Players are likely to look to develop products with new scents, increased diffusion power and better efficiency.
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Understand the latest market trends and future growth opportunities for the Toilet Care industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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.
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