Toilet Care in Hungary

PROSPECTS

Toilet care on a roll

Toilet care received strong attention over the review period in Hungary, posting above average growth compared with home care overall. Thanks to increasing disposable incomes and the widening range of available toilet care products, consumers are willing to buy more expensive, premium products in order to keep their toilet areas as clean as possible.

Rim blocks are convenient and innovative

Rim blocks was the biggest and also fastest-growing category within toilet care in 2019, driving overall sales. Rim blocks is an innovative and dynamic area thanks to constant new product developments and continuous discounts and promotions such as buy-one-get-one-free.

Competition inside and outside the category limits sales per format

The less dynamic performance of other categories within toilet care can be attributed to strong competition. Rim liquids has fallen victim to the dominance of rim blocks, with volume sales now in persistent decline, while toilet liquids/foam also faces challenges from bleach.

COMPETITIVE LANDSCAPE

Henkel’s dominance increases

Toilet care continues to be dominated by multinational brands. In 2019, Henkel managed to strengthen its leadership thanks to the popularity of its flagship Bref brand.

Category shake-up takes place, with some big brands being pulled

Due to fierce competition, many multinationals decided to restructure their toilet care product range over the review period in response to changing consumer needs and trends. The overall performance of Unilever Magyarország Kft within toilet care has been weakened by the withdrawal of its two minor toilet liquids/foam brands in 2018 Savo and Flóraszept.

Bref focuses on fragrance innovation

Bref is a leading innovator within rim blocks, with the brand contributing significantly to the premiumisation of the overall category by labelling its products as classic or premium. After the success of Bref’s Color Aktiv products in various colours, which are marketed as visibly maintaining toilet cleanliness and freshness, even between flushes, the brand launched a new variant in 2018 as well.

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