Toilet Care in Denmark

PROSPECTS

ITBs suffering from move away from unnecessary chemicals

Several recommendations have been published by various bodies, including the Danish Ministry of Environment, with regard to the importance of removing unnecessary chemicals from households, and Danes appear to be listening. Indeed, this trend is impacting multiple home care categories, including ITBs in toilet care.

Increasing popularity of toilet care tablets

Danish consumers have discovered the various benefits of toilet care tablets. Tablet formats in general are growing in popularity in home care, with this also being the case in toilet care as they are convenient to use but more importantly come in the correct dosage.

COMPETITIVE LANDSCAPE

Unilever Danmark remains the leading player

Unilever Danmark remained the leading player in toilet care in 2018 thanks to the popularity of its Closan brand, which can be found in most grocery chains. Despite its good quality, the brand’s unit price remains lower than that of its main competitors, such as Harpic and Froggy, with this helping it to further grow its value share.

Green brands are gaining ground but still command low volume sales

There are a number of companies in the Danish market which are building their image around the importance of environmental protection and natural ingredients. Denmark is undoubtedly witnessing rising consumer interest in these issues in home care, but toilet care is somewhat lagging behind other categories, mainly because cleaning the toilet is largely associated with chemicals.

Private label increases its share in 2018

There are a significant number of consumers in Denmark who prioritise price when shopping, hence frequently opting for private label products. These consumers tend to want nothing more than basic functionality and are not particularly bothered about the dangerous chemicals contained in some products, particularly toilet liquids.

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