During lockdown in 2020, whole families had to stay at home and therefore used the toilet more frequently. This in turn stimulated more demand for toilet care during this period.
More and more consumers are seeking for less harmful toilet care products which are largely perceived to be toxic. Toilet care is therefore being challenged to find a ratio between chemical content, which is linked to perceived effectiveness, and a natural positioning to create products that are harmless to the environment.
Prior to 2020, the fastest current value growth in toilet care was in toilet liquids/foam. In terms of killing bacteria and ensuring hygiene, this format is considered to be the most effective.
Growth in toilet care is set to slow slightly over the forecast period compared to 2020 and 2021. The main reason for this will be due to normalisation as consumers return to their pre pandemic routines.
Once the pandemic recedes and the country’s economy begins to recover from the pandemic, more products with natural ingredients are expected to appear. Products that integrate natural positioning with effectiveness will be paramount.
Lidl entered the market at the end of 2021 in Estonia. As seen in Lithuania, Lidl so far has performed well within toilet care due to its wide portfolio of private labels.
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Understand the latest market trends and future growth opportunities for the Toilet Care industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Toilet Care industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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