Toilet Care in South Africa

PROSPECTS

Bleach and other mutli-purpose products continue to threaten toilet care

As many consumers remain cash strapped or continue to seek products that add greater value, multi-purpose cleaning products are being used for a number of household cleaning needs, including toilet care. The most popular multi-purpose product remains bleach, mainly due to its relatively low price point and effective cleaning and disinfecting abilities.

Toilet liquids/foam continues to lead growth as the largest product in toilet care

Toilet care achieved good retail value growth as a whole in 2018, while the standout in terms of retail volume growth was toilet liquids/foam. The positive retail value and volume performance for toilet liquids/foam can be attributed to the ease of use and effectiveness in cleaning, disinfecting and leaving a pleasant odour.

Consumers willing to trade down to cheaper alternatives

Consumers continue to seek value for money offerings. Trading down to cheaper alternatives such as multi-purpose cleaning products or bleach is expected to continue into the forecast period.

COMPETITIVE LANDSCAPE

Emphasis on new forumulas as share growth becomes more difficult

The year 2017 witnessed the introduction of various private label toilet cleaning products, from powders to dampen odours to liquids to clean and disinfect bowls. These products were introduced as a direct result of the drought which ravaged the country, especially in the Western and Eastern Cape, where these products enjoyed some success.

Leading players anticipated to face competition from entry level and private label

SC Johnson & Son of South Africa continued to lead toilet care in 2018, followed closely by brands from Reckitt Benckiser South Africa and domestic player, Tiger Consumer Brands. SC Johnson & Son of South Africa owes its leading position to the strong presence of its Toilet Duck range, which led in rim blocks with significant retail value sales in in-cistern devices, rim liquids and toilet liquids/foam.

New product developments launched in order to remain relavent

Albex No-Flush toilet cleaner was introduced as a product aimed at saving water, neutralising smells and improving cleaning in the bathroom. The product was well received by consumers, especially in the drought-stricken Western Cape and Eastern Cape provinces.

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