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.

RECOVERY AND OPPORTUNITIES

Rim liquids are expected to record the highest value CAGRs over the forecast period

Demand for toilet care products are likely to see slower growth over the forecast period than that seen in 2020, but overall constant retail value sales growth will be much healthier than compared to the review period. As Slovenia recovers from the economic downturn as a result of the pandemic, consumers are likely to have more disposable income to allocate to home care products.

Convenience will remain important to consumers over forecast period

Due to the evident health threat in 2020, home care products in general witnessed increased demand for products promoting efficacy and antibacterial credentials in Slovenia. Another driver of sales over the forecast period is expected to be convenience.

Eco-friendly products offering convenience, freshness and efficient cleaning at the right price point likely to bowl consumers over

Compared to some other home care categories such as surface care and laundry care, the presence of eco-friendly products remains relatively low within toilet care, and sustainable claims are not yet a mainstream attribute. However, some innovations have been seen in terms of using recyclable materials for packaging or less plastic used over the review period.