Toilet care saw an improvement in its performance in volume terms in 2020 and 2021, going from recording declining sales to stagnation, with consumers spending more time at home, and therefore using their bathrooms/toilets more often, and also wanting to ensure a pleasant scent in their bathroom/toilet. Toilet care recorded a marked improvement in its performance in current value terms in 2020 and 2021, but this was down to rising unit prices in the category.
Rim liquids remained the biggest category in terms of value sales in 2021, offering competitive prices and products, with many sales involving either brands on promotion or cheaper ranges of products. Toilet liquids/foam was the next biggest category, with lots of cheap local and imported products of this kind on the market to serve the demand for regular toilet cleaning in Russian households.
Toilet care continues to be led by the major global players Henkel, Unilever and SC Johnson. All three multinationals increased their shares over the course of the review period, despite the economic problems in Russia and the pressure on local consumers’ budgets.
After improving from declining sales to stagnation during the pandemic, toilet care is expected to see modest volume growth rates over the forecast period. Sales in current value terms will continue to see a stronger performance than volume sales, albeit mainly down to rising unit prices.
In-cistern devices is expected to be the fastest-growing category in toilet care over the forecast period, albeit from a relatively low base. In-cistern devices are becoming more popular among Russian consumers, helped by Henkel increasingly promoting products in this category under its Bref brand.
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Understand the latest market trends and future growth opportunities for the Toilet Care industry in Russia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Toilet Care
This is the aggregation of in-cistern devices, ITBs and liquids/powders, mousses, tablets and toilet cleaning systems.
See All of Our DefinitionsThis report originates from Passport, our Toilet Care research and analysis database.
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