In 2020, demand for products in toilet care surged following the initial outbreak of COVID-19 in Pakistan and the announcement of lockdown measures in the country. This led to higher than average sales growth in 2020 as consumers focused their attention on improving and increasing their hygiene and cleaning practices at home in order to protect themselves and their families from potential COVID-19 infection.
In 2020, the leading brands in toilet care overhauled their marketing and advertising campaigns in order to appeal to the new conditions of the COVID-19 pandemic. In order to make sure their products remained relevant; companies launched new communication products including claims confirming that their products were effective against the new COVID-19 virus.
Toilet liquids/foam was the only toilet care category to register measurable sales in Pakistan in 2020, with demand for other product types remaining negligible. Because toilet care in general is still a relatively novel concept in the country, manufacturers continue to concentrate on offering familiar formats with the potential to appeal to a wide audience, i.
Toilet care is projected to record a decline in current value sales in 2021 as the category normalises following the upheaval of the COVID-19 pandemic. Following this initial decline in sales, however, the category is projected to continue to record robust growth throughout the rest of the forecast period.
Wider product distribution will also help to increase demand, as will marketing campaigns highlighting the superior efficacy and specific advantages that brands like Reckitt Benckiser’s Harpic and Unilever’s Domex provide as compared to traditional alternatives such as acid and phenyl. In particular, such campaigns will continue to play a key role in convincing middle-income urban households to trade up from cheaper alternatives to branded toilet care products.
The biggest growth driver in this category over the forecast period is expected to be the continued shift from unbranded bleach to branded toilet care products. As consumers in Pakistan adopt more sophisticated cleaning habits, driven in part by an increase in hygiene awareness, they will likely shift towards more task-specific products such as those in toilet care.
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Understand the latest market trends and future growth opportunities for the Toilet Care industry in Pakistan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Toilet Care research and analysis database.
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