Toilet Care in Spain

PROSPECTS

Increasing sophistication within toilet care helps to drive up average unit price

Toilet care continued to record stable 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.

Rim blocks continues to gain in popularity, offering multi-functionality and greater convenience

Although holding much lower retail volume share compared to the most popular format of toilet liquids/foam, ITBs recorded the most impressive performance in 2019 in both retail volume and current value terms, 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.

Limited room for perceived outdated toilet care formats

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, while ITBs, in particular rim blocks, offers a more premium multi-functional approach to toilet care for consumers who demand greater convenience. These trends leave limited room for the growth of more traditional toilet care products such as in-cistern devices and toilet care tablets/powders with the latter continuing to decline, a trend which will continue into the forecast period.

COMPETITIVE LANDSCAPE

Leading players consolidate their positions with consistent investment in strongly-performing areas of toilet care

Two major players, Johnson Wax Española SA and Henkel Ibérica, dominated toilet care in 2019, with both consolidating their positions through further value share gain, offering 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.

Share gain for leading brands, perceived to offer greater efficiency amongst local consumers

While private label is the closest competitor to leading branded players such as Johnson Wax and Henkel, the latter are gradually gaining further value share due to the consumer perception that brands offer greater efficiency in terms of disinfection. Their considerable budgets enable them to invest in developing more advanced formulations and to experiment with attractive scents that make the entire bathroom area a more pleasant environment.

Private label holds strong presence but is losing ground to increasingly sophisticated brands

Private label retained a strong presence in toilet care in 2019, driven by Mercadona which ranked third with Bosque Verde, and Centros Comerciales Carrefour SA which ranked fourth with Carrefour. These retailers benefit from their wide distribution networks and are trusted by many local consumers to offer affordable toilet care that covers most of their basic cleaning requirements.

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