Toilet Care in Spain

PROSPECTS

Spaniards value innovative toilet care

The toilet is one of the most important areas to be thoroughly cleaned for Spanish consumers. 2018’s performance reflected this trend and registered positive sales both in volume and current value terms.

Substitution process under way

2018 witnessed ITBs and toilet liquids/foam outperform other types of toilet care following a substitution process. Manufacturers investing in new formats and formulas for ITBs and toilet liquids was the main growth driver and led to negative sales for other types.

More time spent in bathrooms

Over the forecast period, positive outcomes could result from the increasing amount of time Spaniards spend in their bathrooms. According to different surveys, Spaniards perceive the bathroom as a moment for personal and private relaxation, listening to music, meditating or browsing the internet through smartphones.

COMPETITIVE LANDSCAPE

Two players concentrate sales

Two players stand out in toilet care: Johnson Wax Española and Henkel Ibérica. Their brands, Pato and Bref, respectively, dominate the overall category in value share terms and maintain a significant advantage over private label, which represents the other main competitor in the category.

Limited editions and new fragrances to capture consumers’ attention

Most of the innovation in 2018 came from the two leading manufacturers. Johnson Wax launched Pato Active Clean rim blocks with new fragrances as well as limited edition toilet liquids/foam.

Private label’s strength in toilet care

Due to private label’s extended retailing network and the popularity of its Bosque Verde brand, Mercadona holds the largest share, almost doubling that of Carrefour, the second largest private label. Mercadona offers a wide range of products and following the strategy of branded products, constantly introduces new formats and fragrances to maintain high consumer attention.

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