Toilet Care in Sweden

PROSPECTS

Mature markets depend on population growth

Toilet care in Sweden is growing in value terms and has been for the last six years. However, there are some concerns about the future performance of the category.

Toilet liquids/foams a crowd favourite

In toilet care, the category that experienced the biggest growth in 2019 was toilet liquids/foams. The product is popular among consumers partly as it is widely available, either through big brands that are carried by the majority of popular retailers or through retailers own private label ranges.

Rim liquids outperforming rim blocks

Two subcategories that are fairly similar are rim liquids and rim blocks. The two products have popular, well-known brands on the market with WC-Duck leading in both categories.

COMPETITIVE LANDSCAPE

SC Johnson Sweden AB dominating with well-known brands

SC Johnson Sweden AB is the leading company in toilet care in 2019. It owns two brands that are very familiar to Swedish consumers, Mr Muscle and WC-Duck.

Rim blocks the way forward for WC Bref

Henkel Norden AB is one of the leading companies in Swedish toilet care with the brand WC Bref. The brand has seen substantial growth in rim blocks in the last few years, while rim liquids have not yielded the same results.

Private label - an increasing future threat

Looking at toilet care in Sweden at a GBO level, private label is ranked third highest just under Henkel AG & Co KGaA. There are several different private label ranges from most of the popular retailers, with Eldorado from Axfood AB the most popular.

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