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Learn moreFeb 2020
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New product launches focused on claims of greater efficacy in 2019. Domestos Extended Power, for example, claims to kill all known germs and to offer up to three times longer lime scale prevention.
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.
Multifunctionality is increasingly being promoted as a value-for-money proposition by players in toilet care. There is a clear emphasis on highlighting the attributes, benefits and versatility of ITBs, with 3-in-1 and even 5-in-1 products beginning to dominate shelf space in retail outlets.
Unilever Danmark remained the leading player in toilet care in 2019 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 maintain its strong position.
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.
There are a significant number of consumers in Denmark who prioritise price when shopping, and hence frequently opt 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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Overview
Discover the latest market trends and uncover sources of future market growth for the Toilet Care industry in Denmark with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Toilet Care industry in Denmark, our research will save you time and money while empowering you to make informed, profitable decisions.
The Toilet Care in Denmark market research report includes:
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This industry report originates from Passport, our Home Care market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.