With COVID-19, bathroom hygiene became extremely important for all consumers in Italy, thus boosting the retail current value growth of toilet care in 2020. Toilet care tablets/powders, toilet liquids/foam and ITBs were most positively impacted by increased demand due to this consumer focus in 2020.
With the national lockdown enforced in Italy, many venues ranging from public activities to offices were forced to halt operations for some time. As a result, their bathrooms were not used for a while in 2020, causing some issues such as water standing still at the bottom of the toilet, or flushing mechanisms becoming damaged from not being used.
The number of brands available within rim blocks and rim liquids is limited compared to other toilet care products, with a large presence of private label. Generally, Italian consumers tend to be fairly brand loyal when choosing toilet care, becoming strongly attached to a certain product if they find it to be effective.
The current retail value growth rate of toilet care is projected to slightly slow in the forecast period, as consumers begin spending more time outside the home-post lockdown. Nevertheless, hygiene will continue to be an important factor guiding consumers’ purchasing decisions due to the long-term effects of the pandemic.
While most Italian consumers tend to be driven by brand loyalty in toilet care, smaller and less famous brands are set to gain visibility in the forecast period. Smaller brands will have an opportunity to strengthen their positions as retailers give more space to home care, including toilet care products in the forecast period.
In recent years, a trend has been developing in Italy resulting in the growing popularity of toilet cisterns that are embedded inside walls. Local consumers are becoming increasingly drawn to such a configuration since it allows them to save space inside bathrooms.
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This report originates from Passport, our Toilet Care research and analysis database.
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