Although consumers spent more time at home in 2020 due to the lockdowns imposed by the government, toilet cleaning was not the first household chore to be prioritised. However, demand for toilet care remained stable during the year.
ITBs, particularly rim blocks, posted the strongest volume growth rate within toilet care due to the combined factor of consumers wanting to ensure greater hygiene of their toilets but at the same time still challenged by the level of rigorous toilet cleaning routines. Therefore, ITBs, especially rim blocks, held stronger appeal due to their enhanced cleaning methods and easy to use advantages that simplify daily household chores.
Over the review period, sustainability has increasingly played an important role in manufacturers’ agendas in terms of product innovation or even new product development as consumers became more aware of the long-term impact of home care products on the environment. However, in 2020 sustainability concerns were mostly left aside while consumers focused more on hygiene and avoiding the spread of COVID-19.
Even prior to the pandemic, toilet care was regularly posting healthy performances, leaving further room for increased frequency of usage in German households. COVID-19 has heightened the emphasis placed on cleaning the home, with long-lasting impact on behaviour.
Compared to its robust performance over the review period, rim blocks is set to record slowing volume growth rates from 2021, although it will continue to offer further expansion potential and innovation opportunities because of its versatility and the convenience of just placing it inside the bowl. SC Johnson’s leading rim blocks brand WC-Ente continues to offer scented rim blocks for a more pleasant bathroom atmosphere, therefore expanding its reach to consumers who appreciate its dual purpose attributes.
In 2020, sustainability was temporarily placed on hold by many manufacturers as they focused more on product efficacy. However, heading into the forecast period, sustainability is expected to return to the forefront of both consumers’ minds as well as manufacturers’ agendas.
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Understand the latest market trends and future growth opportunities for the Toilet Care industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Toilet Care research and analysis database.
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