With the presence of COVID-19 in Italy, bathroom hygiene became extremely important for local consumers, thus boosting the growth of toilet care in both volume and value terms in 2020. Rim blocks and toilet liquids/foam were most positively impacted by increased demand due to this consumer focus in 2020, with toilet care tablets/powders also continuing to record strong growth.
While green products are appearing across all home care categories, this is not so much the case within toilet care, where strong, chemical-based formulations are usually preferred by Italian consumers. To some extent, this is because there are some areas of home care where consumers perceive environmental sustainability as a value more than others.
Bolton Manitoba continues to hold a strong lead in toilet care. The company’s toilet care portfolio offers a wide range of products under its established umbrella brand, WC Net, which leads the more dynamic rim blocks and toilet liquids/foam categories, while being the dominant force in toilet care tablets/powders with WC Net Energy.
Toilet care is expected to continue to record positive growth rates over the forecast period, although they will gradually slow year on year in volume terms 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.
Toilet care makes wide use of plastics, not only in the case of the bottles containing rim liquids, but also in the case of rim blocks. This is an area in which this industry will be increasingly at odds with environmentally-friendly consumers and that will have to be addressed in order to maintain their favour.
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 designs as it allows them to save space inside bathrooms.
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Understand the latest market trends and future growth opportunities for the Toilet Care industry in Italy 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.
If you're in the Toilet Care industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of in-cistern devices, ITBs and liquids/powders, mousses, tablets and toilet cleaning systems.See All of Our Definitions
This report originates from Passport, our Toilet Care research and analysis database.
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