Due to COVID-19 consumers spent considerably more time at home during 2020 and as such used the toilets in their home more frequently. Given this increased usage the demand for toilet care naturally increased too, with this being reflected in the stronger growth recorded in the category in 2020 compared to 2019.
In-cistern devices remains the largest category of toilet care; however, it continued to decline in 2020 in current value terms, despite the increase in the use of toilets at home. This was partly due to the growing trend towards tankless toilets.
Toilet liquids/foam remained the most dynamic category of toilet care in 2020 and it was also the main focus of new product development. With consumers leading increasingly busy and stressful lives, especially in the country’s urban areas, there is growing demand for products which can reduce the effort required to complete essential household chores.
Toilet care is expected to see growth levels stabilise once COVID-19 is contained, with the increased demand in 2020 believed to be simply down to the increased amount of time people were spending at home. Nonetheless, the success of many work-from-home arrangements during 2020 could see some consumers continue to spend at least part of their working week telecommuting on a more permanent basis.
Hygiene and convenience are likely to be the key drivers of innovation and new product development when it comes to toilet care over the forecast period. COVID-19 has served to increase awareness about the importance of maintaining a clean and sanitary home and this extends to the toilet.
Kobayashi Pharmaceutical Co Ltd dominated sales of toilet care in 2020 with its popular Bluelet brand. The company’s leading position is founded on its strength in in-cistern devices.
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