Toilet Care in Switzerland

PROSPECTS

Stagnation expected with saturation and busy lifestyles working against toilet care

Sales in toilet care continued to decline in current value terms in 2019, with the performance negatively affected both by the category reaching maturity but also the fact that increasing time constraints on Swiss consumers are seeing them spending as little time cleaning the toilet as possible. Swiss consumers also continue to understandably dislike toilet cleaning.

Demand for convenience drives sales

Swiss consumers are increasingly busy and are therefore looking for practical products that provide convenience and save time. They are also looking for self-cleaning products as they hope to avoid the most unpleasant of daily chores.

Toilet care seeing competition from products like wipes

Other products are competing with toilet care, such as toilet care wipes, which can offer high levels of effectiveness, efficiency and convenience, or even home-made remedies such as baking soda or vinegar. Some people in the younger generations, such as millennials, also use online tutorials and DIY manuals for making home-made household cleaners, such as toilet care, to save money and use more natural ingredients, rather than harmful chemicals.

COMPETITIVE LANDSCAPE

Private label improving what is already a very strong leadership position

In general, consumers are looking more and more to private label to meet their needs at an affordable price. Private label is mainly dominated by the two biggest grocery retailers, Migros and Coop.

Global manufacturers push their brands with marketing and innovations

The major multinationals Henkel and SC Johnson follow Migros in the rankings with their renowned and trusted brands like WC Frisch and WC-Ente. They run regular marketing campaigns to support the high levels of brand recognition and awareness of their lines, as well as frequently launching new formats or scents, including seasonal scents.

Still limited share for green products, but growth expected

Green solutions and brands like Held are still relatively rare and niche. Consumers still have their doubts about the effectiveness and strength of these products.

Files are delivered directly into your account within a few minutes of purchase.