Toilet care benefited from the COVID-19 pandemic as consumers cleaned more to prevent the spread of the virus, and as they were spending more time at home, they wanted to take greater care of their environment. Also, the toilet care market in Kazakhstan is still not saturated and there is consequently growth potential, especially in the more distant and rural regions.
Despite growth potential in toilet care in Kazakhstan, the market faces competition from alternative products, hampering its development. Multi-purpose cleaners and bleach are the most significant competing products, with bleach being popular for toilet cleaning amongst the older generation and lower-income consumers.
Unilever Group continued to lead toilet care in 2021 thanks to the popularity of its leading brand Domestos, which has longstanding, global recognition as a high-quality toilet care product. The player is followed by SC Johnson, with the Utenok brand (known as Duck globally).
Sales of toilet care are expected to continue to post healthy growth over the forecast period as there is still much potential in the market outside the large cities in the country. Also, new cleaning habits that have emerged from the pandemic are expected to continue going forward, resulting in more frequent and thorough toilet surface care.
Rim blocks are also expected to record fast growth over the forecast period as they are a very good entry product to products other than toilet liquids. Rim blocks also offer convenience and are available in various price segments, making them also affordable to lower-income households.
Urbanisation continues in Kazakhstan, with standards of living gradually improving. The increasing number of consumers who live in cities, typically in modern and spacious homes, have toilets inside the home, as opposed to outside.
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Understand the latest market trends and future growth opportunities for the Toilet Care industry in Kazakhstan 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.
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Toilet Care
This is the aggregation of in-cistern devices, ITBs and liquids/powders, mousses, tablets and toilet cleaning systems.
This report originates from Passport, our Toilet Care research and analysis database.
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