Toilet Care in Denmark

PROSPECTS

New product launches claim greater efficacy

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.

Environmental concerns among consumers are increasingly being met by manufacturers

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.

Multi-functionality promises value for money

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.

COMPETITIVE LANDSCAPE

Unilever Danmark remains the leading player

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.

Eco Clean Nordic gains ground with its green products

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 2019

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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