Preventative hygiene and more idle time at home led to an increase in overall demand for toilet care in 2021, albeit at a slower rate than that of the previous year. Many consumers continued to worry about contracting COVID-19, thus maintaining their homes’ cleanliness and hygiene rigorously after the outbreak of the pandemic in 2020.
Many consumers’ shift to branded toilet care products from unbranded bleach remained the biggest driver for demand in toilet care in 2021. Leading brands, such as Harpic (Reckitt Benckiser Pakistan Ltd), continued to promote its product quality and effectiveness against germs as key unique selling points to shift price sensitive consumers from the cheaper alternative of bleach in Pakistan.
Reckitt Benckiser Pakistan Ltd continued to dominate toilet care in Pakistan during 2021, with more than three quarters of value sales. Reckitt Benckiser invested heavily in advertising and promotional activities for its brand Harpic, which assisted the company in sustaining its strong leadership.
Toilet care in Pakistan is expected to register steep constant retail value sales growth over the forecast period, mainly due to consumers’ rising awareness of branded toilet care products that provide a hygienic solution for toilet cleaning. Furthermore, the media is making Pakistani consumers more aware of hygiene, which is resulting in increasing health consciousness among urban dwellers as well as rural consumers.
ITBs and in-cistern devices have an insignificant presence in Pakistan and are not manufactured locally. They are niche and expensive products catering to a very small consumer segment.
Demand for toilet care in Pakistan can mainly be attributed to the presence of toilet care brands in all distribution channels across the country, making toilet care easily available to consumers. Toilet care is a growing category, with many consumers swiftly switching from unbranded and traditional alternatives to branded toilet care solutions and are making their choice of brand a permanent fixture of their monthly household grocery list.
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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.
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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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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