Toilet Care in Hungary

PROSPECTS

Above average growth

Toilet care received strong attention over the review period in Hungary, posting above average growth. 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 continue to perform well

Toilet rim blocks was the biggest and also fastest growing area within toilet care in 2018, driving overall sales. Rim blocks is an innovative and dynamic area thanks to constant new product developments and continuous discounts and promotions.

Fierce competition

The less dynamic performance of other areas within toilet care can be attributed to strong competition. Rim liquids has fallen victim to the dominance of rim blocks, while toilet liquids/foam also faces challenges from bleach.

COMPETITIVE LANDSCAPE

Multinationals remain in pole position

Toilet care continues to be dominated by multinational brands. In 2018, Henkel managed to strengthen its leadership thanks to the popularity of its flagship Bref brand.

Decreasing product range

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 within toilet care has been weakened by the withdrawal of its two minor toilet liquids/foam brands in 2018.

Switching fragrances

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

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