Amid the global pandemic, toilet care registered stable demand in 2021, as consumers sought to maintain clean and germ-free toilets. As a result of the lockdown regulations and fear of contracting the virus, consumers continued to work remotely, or simply avoided public spaces.
Toilet care continued to be led by SC Johnson & Son in 2021, which manufactures the well-known Toilet Duck brand. Its success is largely due to its presence across all toilet care formats, while Toilet Duck is trusted by households around the country.
The pandemic has driven many consumers to be more focused on maintaining high standards of cleanliness and hygiene in their homes. While this has boosted sales of many home care categories, including bleach and surface care, toilet care has benefited as the bathroom is typically viewed as a place where germs can easily spread.
Following a stabilisation in toilet care sales during 2021, the category is expected to gain growth momentum over the forecast period. This performance is likely to be driven by the need for frequent toilet cleaning, as on average, local consumers now spend more time in their homes, supported by a relevant proportion of the labour force employed in “office jobs” who are likely to continue to work remotely on a more permanent or hybrid basis over the forecast period.
Toilet liquids/foam is predicted to post the strongest performance over the forecast period, as many local consumers prefer its format. The category remains the largest in both value and volume terms, as consumers regularly buy these products for daily, or weekly toilet cleaning.
A key opportunity for manufacturers of toilet care is linked to the eco-friendly space or green brands, which can appeal to consumers who are becoming increasingly aware of the need to protect the environment. Green brands can also add a unique selling point to a product, while boosting the corporate image of the company.
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This is the aggregation of in-cistern devices, ITBs and liquids/powders, mousses, tablets and toilet cleaning systems.See All of Our Definitions
This report originates from Passport, our Toilet Care research and analysis database.
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