While COVID-19 drove a spike in demand for toilet care products, the category did not perform up to 2020 standards in 2021. However, retail value sales stayed above 2019 levels.
A product’s effectiveness at killing bacteria but also viruses remained the main focus of marketing for toilet care in 2021. Nevertheless, consumers still considered fragrance when making their purchasing decision.
Toilet care remains a relatively mature category, with this limiting any stronger development. Every home has at least one toilet and therefore there are few opportunities for any significant expansion.
Toilet liquids/foam will likely remain the largest category of toilet care over the forecast period with these products being considered largely effective and convenient to use, as well as being more affordable than other types of toilet care. In order to win value share, players are likely focus on the germicidal and virucidal qualities of their products.
Even though still niche, bidet attachments, bidet seats and smart toilets continue to gain popularity in Canada, especially among younger consumers and those focused on climate change and sustainable options for day-to-day living. According to Euromonitor International’s Voice of the Consumer Lifestyles Survey 2021, a fifth of Canadian consumers is worried about climate change, and many try to have a positive impact on the environment through their everyday actions.
Following the spike experienced due to COVID-19 in 2020, overall retail volume and value (at constant 2020 prices) sales of toilet care are expected to return to a downward trajectory from 2021, with the impact of COVID-19 on the category set to be short-lived. The pandemic is predicted to offer longer-term benefits for bathroom cleaners and home care disinfectants, which are likely to be used as substitutes or supplements to specialist toilet care products.
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Understand the latest market trends and future growth opportunities for the Toilet Care industry in Canada 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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