Toilet Care in Slovenia

PROSPECTS

Innovation helps drive strong growth in rim blocks

The growth of toilet care reflects growing demand for more convenience and improved sanitation, which is benefiting value sales more than volume. With a growing focus on health and wellbeing households are paying greater attention to the cleanliness of their homes, including their toilets.

In-cistern devices struggles to win over customers

In-cistern devices is a relatively niche category falling between the affordability of toilet liquids/foam and the convenience of rim blocks. As a result, players have looked to promote volume sales through price discounts which has put pressure on unit prices and this resulted in a decline in current value terms in 2018.

Increased efforts required if category is to see improvement over the forecast period

With limited population growth predicted the category is unlikely to see significant growth over the forecast period, with many areas of toilet care already reaching maturity. New product development and price discounts could help to address this, especially products which have eco claims or which have a stronger price/quality ratio.

COMPETITIVE LANDSCAPE

International players maintain dominance

International players Henkel Slovenija and SC Johnson & Son Inc dominate toilet care in Slovenia with their Bref and Duck brands, respectively, with the latter also introducing its Mr Muscle brand in 2015. These players benefit from strong distribution networks and good shelf positioning as well as the good reputation of their products.

New product developments continue to be seen

One new product to enter the market in 2018 was Domestos Power rim blocks from Unilever. This new product comes in a range of fragrances and a new packaging design.

Private label sees solid growth

Over the review period, toilet care received significant advertising support with brands being backed by frequent marketing campaigns which resulted in higher brand loyalty compared to other home care categories. Frequent new product launches and innovation was the basis for winning over consumers, with this being especially true for the leading premium brands.

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