In 2021, toilet care benefitted from the mix of consumers still spending more time at home, and thus using the bathroom more frequently, and gradually having more visitors coming into their homes again, requiring additional and more thorough cleaning of toilets. In addition, consumers have generally been maintaining higher standards of cleaning and home sanitation overall, including more frequent cleaning of their toilets.
Particularly popular were once again products that supported growing demands for convenience, hygiene and efficiency. Especially with consumers becoming busier again, they were looking for products to keep their toilets clean and fresh longer without having to clean them too often.
Private label player Migros Genossenschaftsbund eG leads toilet care, primarily through its Hygo line. In general, consumers are looking more and more to private label lines to meet their needs at an affordable price.
With the new importance of higher hygiene standards, toilet care is expected to post positive, if modest, annual growth rates over much of the forecast period. The growing variety, especially within private label toilet care, with such products just as trusted and popular as many leading brands, is intensifying competition and also putting a certain amount of pressure on prices.
New product launches are expected to maintain a high level of awareness and interest, especially with regard to the currently still underdeveloped variety of green and sustainable toilet care products. With the major threat of COVID-19 expected to subside over the forecast period, topics such as eco-friendliness are set to move more into focus again.
As lifestyles are set to return to pre-COVID-19 norms with regard to activities and work, convenient solutions are set to thrive over the forecast period. This should help rim blocks to continue growing, particularly as the variety of such products on offer keeps increasing thanks to a high frequency of new launches and new ideas, including meeting the growing demand for products to turn homes, including bathrooms, into home spas by helping create a special atmosphere thanks to pleasant scents.
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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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