Prior to 2020 toilet care had been recording modest growth; however, following the outbreak of COVID-19 there was a noticeable increase in retail volume sales. There were two main factors behind this: Firstly, there was an increased focus on good hygiene practices, with consumers keen to clean all areas of their home more thoroughly to help limit the spread of COVID-19.
A product’s effectiveness at killing bacteria but also viruses was the main focus of marketing for toilet care in 2020, with COVID-19 being front of mind when consumers shopped for these products. Nevertheless, consumers still considered fragrance when making their purchasing decision, with home confinement meaning consumers became more aware of any bad smells around their home.
While COVID-19 drove a spike in demand for toilet care in 2020, the category remains relatively mature, with this limiting any stronger development. Every home has at least one toilet and therefore there are few opportunities for any significant expansion.
In the short-term, consumers are expected to retain a heightened sense of concern over good hygiene practices, which should continue to benefit sales of toilet care during 2021. However, once COVID-19 is contained and Canada enters a period of normalisation it is anticipated that demand for toilet care will subside, albeit with sales remaining above 2019 levels.
Product improvements will be a main theme in toilet care over the forecast period, especially in rim blocks. Traditional clip-on bowl cleaners have the tendency to break or fall into the toilet.
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 share players are likely to use the COVID-19 crisis to their advantage by focusing on the germicidal and virucidal qualities of their products.
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