Flexible working arrangements and online schooling amid the health crisis in 2020 meant that there were more people staying at home and thus needing to use the household toilet more often. Therefore, in Singapore there was a mild increase in demand for toilet care products, with volume sales growth improving on that of the previous year.
Even before the pandemic and home seclusion, the toilet was a priority in regard to the cleaning schedule. Due to the nature of a toilet which is always wet, it becomes the perfect environment for bacteria and mould to grow.
With its well-known brand, Harpic, Reckitt Benckiser (S) Pte Ltd offers different successful cleaning products for consumers with different needs. Harpic Active Cleaning Gel represents the most basic toilet cleaning solution with its ability to remove stains and kill bacteria.
As more consumers go back to their regular workplaces, and with schools reopened, demand should drop somewhat in 2021 because of less toilet usage. A marginal decrease in toilet care volume sales is therefore predicted in 2021 as the category normalises from the exceptional demand, but from 2022 the performance will strengthen again and yield steady gains over the remainder of the forecast period.
Toilet liquids/foam will remain by far the largest contributor to toilet care, as it faces no competition from any other products. There is no direct substitute that can totally replace the functionality of toilet liquid or foam.
Kao (S) Pte Ltd sits comfortably just behind Reckitt Benckiser (S) Pte Ltd in the sales rankings as it keeps extending its product range to cater to the needs of more consumers. Its newly introduced spray format comes with new technologies such as crystal polymer technology to prevent stains from accumulating.
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This report originates from Passport, our Toilet Care research and analysis database.
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