After seeing a notable retail current value decline in 2020, toilet care continued to see its sales fall in 2021, although the rate of decline was slower, and only minor. Despite additional waves of the pandemic the category did not gain much popularity with regard to toilet hygiene.
In 2021 SC Johnson & Son (Thailand) continued to dominate toilet care in value terms, with its Duck, Mr Muscle and Kiwi brands. However, a new player entered toilet care in Thailand in this year, with Reckitt Benckiser introducing its Harpic brand in the market.
E-commerce increased its share of distribution within toilet care in 2021, with the share contribution from this channel rising above the 2020 level. However, growth in e-commerce has been curtailed by continued demand in offline stores, as these remain popular amongst consumers.
Toilet care is expected to see slow and stable retail volume growth along with slightly higher current value growth over the forecast period. Growth will be driven mainly by toilet liquids and in-cistern devices, which are already the largest categories within toilet care.
In-cistern devices is expected to experience solid growth over the forecast period, although there will be both positive and negative factors affecting its performance. Factors promoting growth will include the fact that consumers enjoy the smell of these products, and that they change the colour of the water in the bowl to blue.
Rim blocks (ITBs) is the only category within toilet care that is expected to see a retail volume decline over the forecast period, along with minimal current value growth. This will remain the smallest category within toilet care, as these products are mostly popular amongst a niche consumer group.
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Understand the latest market trends and future growth opportunities for the Toilet Care industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Toilet Care industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of in-cistern devices, ITBs and liquids/powders, mousses, tablets and toilet cleaning systems.
This report originates from Passport, our Toilet Care research and analysis database.
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