In 2020, the advent of COVID-19 positively affected sales of toilet care in Spain as consumers urgently sought to disinfect and clean their homes. Toilet care products with bleach received more demand for the sanitation properties, and this led to frequent stock-outs in the early months of the pandemic.
Toilet care continued to record stable if undynamic demand in 2019, supported by the fact that the bathroom, and specifically the toilet, is one of the most important areas to be included in Spaniards’ cleaning regimes. The general bathroom area is a place of personal relaxation for many Spaniards, where they like to listen to music or even browse the internet on their smartphones.
Two major players, Johnson Wax Española SA and Henkel Ibérica SA continued to dominate toilet care collectively in 2020, with their respective brands Pato and Bref. These international companies have a long-established presence in Spain and are highly recognised and trusted amongst local consumers, enjoying a wide reach across the country.
With consumers’ intensified hygiene vigilance set to continue until the threat of COVID-19 subsides, producers of toilet care will keep highlighting the use of bleach in their products, which offers the antiviral power desired. However, given the stockpiling in 2020, many consumers are now well supplied for toilet care and volume sales are thus predicted to dip moderately in 2021 and slightly in 2022 as demand normalises.
Although holding much lower retail volume share compared with the most popular format of toilet liquids/foam, the ITBs category has recorded a relatively strong sales performance in recent years, driven by rim blocks. The latter is rapidly gaining in popularity amongst the local population for its convenience and supported by manufacturers expanding their product portfolios in line with this increasing interest.
Toilet liquids/foam is the most popular and affordable option of toilet care for many Spanish consumers, and the category will continue to experience stable demand over the forecast period, shaping overall category performance. Meanwhile ITBs, in particular rim blocks, offer a more premium multi-functional approach to toilet care for consumers who demand greater convenience.
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Understand the latest market trends and future growth opportunities for the Toilet Care industry in Spain with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Toilet Care research and analysis database.
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