Coronavirus (COVID-19) had a positive effect on toilet care in France in 2020. As a result, toilet care registered positive retail volume and current value growth for the first time since 2016.
According to the industry association AFISE, COVID-19 forced consumers in France to be more rigorous in terms of their hygiene standards. This stimulated demand for certain toilet care products, as more and more consumers regarded a clean/hygienic toilet as a bulwark against COVID-19 infection.
The presence of ecological brands is not as developed within toilet care as in other home care categories, such as surface care, laundry care or dishwashing. This is partly due to the limited presence of “green” brands in rim blocks.
Following the spike experienced during COVID-19 in 2020, overall retail volume and value (at constant 2020 prices) sales of toilet care are expected to return to a downward trajectory from 2021. Therefore, the impact of COVID-19 on the category is set to be short-lived.
On a brighter note, AFISE expects consumers in France to remain attuned to hygiene norms and aware of the importance of a clean and disinfected toilet. There may also be a stronger emergence of “green” brands, in line with trends in other home care categories like laundry care, dishwashing and surface care.
As over most of the review period, rim blocks is set to be the only positive performer in retail volume or value (at constant 2020 prices) growth terms in the forecast period. This toilet care format continues to be appreciated for its convenience and multi-purpose use (disinfects and adds fragrance to the toilet area).
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This report originates from Passport, our Toilet Care research and analysis database.
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