Toilet Care in Slovenia

2020 IMPACT

Home seclusion and focus on hygiene at home by especially the ageing population fuels growth within toilet care in 2020

As a consequence of the COVID-19 pandemic, Slovenians were increasingly aware of cleaning areas where germs are more likely to spread, such as toilets and kitchens, which was a boost for both categories in 2020. At the same time, home seclusion meant more time spent in households, with consumers both feeling the importance and having the time to focus on toilet care more often.

There is a growing demand for eco-friendly products in toilet care in 2020

Slovenians are increasingly aware of ecological issues and consumers are more concerned about the negative environmental and health effects of many home care products. The move away from harsh chemicals to gentler, safer products is demonstrated by the decline of bleach over most of the review period.

Henkel Slovenija leads toilet care with Bref, while companies compete on price in the absence of advertising and private label continues to grow its share in 2020

International players Henkel Slovenija doo and SC Johnson & Son Inc (Lomas doo has been the domestic distributor from 2019) continued to dominate toilet care in Slovenia with their Bref and Duck brands respectively, with the latter also introducing its Mr Muscle brand in 2015. Henkel Slovenija’s strong lead is unsurprising, as it benefits from the most active marketing as well as benefiting from strong engagement with consumers, compared to other companies over the review period.

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