Toilet care benefits from consumers spending more time at home during COVID-19 lockdowns and working from home in 2020. This has ultimately led to people spending more time in the bathroom and, combined with higher standards of cleaning and home sanitation overall, more frequent cleaning of the toilet.
Toilet liquids/foam sees the strongest growth in toilet care in 2020, supported by new product launches such as the Durgol WC toilet liquid line, which helped contribute to the growth in the sub-category. Despite it being a necessary chore, cleaning toilets remains and unpopular task so consumers are continuously seeking convenient products which promise higher levels of cleanliness with less effort and time, along with longer lasting results.
Once again, private label player Migros Genossenschaftsbund eG comes out on top and leads toilet care with its Hygo brand. In general, consumers are looking more and more to private label brands to meet their needs at an affordable price.
With consumers gradually going back to working from outside of their homes again and spending more time away from home, bathroom usage at home is also set to decrease again and, with that, the amount of cleaning products needed. Nevertheless, newly developed cleaning routines to maintain higher hygiene levels at home are likely to contribute to sales in the mostly stagnant future of toilet care (in volume terms), with developments at a slightly higher level.
ITBs and rim blocks are expected to remain popular, as they offer high levels of hygiene and the possibility to extend time frames between cleaning efforts. Such products add freshness and cleanliness with every flush and do so in a very convenient hands-off way, with no wiping, soaking, or scrubbing required.
As opposed to many other home care products, green solutions and sustainability are expected to continue playing only a minor role within toilet care (mainly limited to packaging). Product efficacy and efficiency, as well as added features such as longer lasting cleanliness, scent, and easy of application, will continue to be the main drivers and differentiating factors.
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This report originates from Passport, our Toilet Care research and analysis database.
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