During 2020, bathroom hygiene became extremely important for all consumers in Germany and therefore toilet care posted double-digit current value growth. However, after this unprecedented uptake in sales, demand normalised in 2021 resulting in much slower, but still modest value growth.
The presence of “green” brands is not as developed within toilet care as it is in other home care categories, such as surface care, laundry care or dishwashing, with few companies having ventured into the space in rim blocks. Until the pandemic-related spike in sales of toilet liquids/foam, rim blocks was the major growth driver of toilet care in Germany.
Henkel, with its WC Frisch, Bref and Biff brands, consolidated its leading position with retail value share growth in 2021. SC Johnson, retaining its second position overall with its WC-Ente brand, sits at a considerable distance from the leader.
Toilet care is projected to see a surge in demand in 2022, before sales stabilise over the remainder of the forecast period. The increase in hygiene awareness is predicted to prove robust, leading to sustained interest in specialist toilet care.
Despite predictions for a marginal drop in demand over the early part of the forecast period, overall, rim blocks is set to be a positive performer with retail volume and value sales (at constant 2021 prices) remaining significantly higher than 2019 levels. This toilet care format continues to be appreciated for its convenience and multi-purpose use of both disinfecting and adding fragrance in the toilet bowl.
Compared to some other home care categories such as surface care or laundry care, the presence of eco-friendly products remains very low within German toilet care, and sustainable claims were not a mainstream attribute as of 2021. While some innovations have been seen in terms of using recyclable materials for packaging or less plastic, eco-friendly claims and green brands are less common within this category.
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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.
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.
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Toilet Care
This is the aggregation of in-cistern devices, ITBs and liquids/powders, mousses, tablets and toilet cleaning systems.
See All of Our DefinitionsThis report originates from Passport, our Toilet Care research and analysis database.
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