Toilet Care in Thailand

PROSPECTS

Growing demand for convenient and effective toilet care solutions

Thai consumers are increasingly looking for products that are capable of quickly removing stubborn stains and mildew without the need to exert excessive scrubbing. In response, leading players are launching new multiple-action lines in a variety of different fragrances such as toilet liquids with innovative foaming formulas that combine bleach and fragrances.

Producers respond to rising consumer health and environmental concerns

Consumers are on the lookout for toilet care products with formulas that not only effectively remove dirt and grime but also contain ingredients that are less harmful to users. Chemical ingredients contained in industrial toilet liquids and foam can have adverse effects on users’ skin and respiratory systems.

Poor performance and high prices limit demand for in-cistern devices and rim blocks

As toilets and bathrooms are frequently used, Thai consumers tend to clean them daily to maintain good hygiene conditions. In-cistern toilet care and rim blocks were initially developed to get rid of odours and stains in the lavatory bowl and reduce the time needed for regular cleaning jobs.

COMPETITIVE LANDSCAPE

Wide product range and limited competition key to success of SC Johnson

SC Johnson & Son dominates in-cistern devices in Thailand due to the popularity of its Duck and Kiwi Bloo brands, with the only significant competitor being Farcent. Similarly, within rim blocks, SC Johnson also dominates sales due to the popularity of its Duck and Mr Muscle brands, which experience only minor competition from Melon and Winpo.

New innovative launches help maintain interest in toilet care

SC Johnson & Son recently launched its new MR Muscle Stick-On Toilet Bowl cleaning strips 4-in-1 brand, which claims to be able to remove stains, prevent plaque and provide a pleasant fragrance for up to four weeks. The brand comes in a cleaning strip format that helps keep toilets clean between scrubbing by fighting stains that harbour germs.

Smaller players focus on competitive pricing to attract low income consumers

New product development activity is expected to remain fairly limited within toilet care in Thailand over the forecast period. Consequently, smaller competitors will look to attract consumers by offering lower prices and promotions.

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