Toilet care tablets/powders, toilet care cleaning systems and toilet liquids/foams are all set to register declines in 2021 when compared to 2020’s surge in demand. Rim blocks and rim liquids on the other hand, will remain stable.
Toilets liquids/foams remains the largest category overall, and continues to see higher than pre-pandemic sales levels, which is benefiting leading brands Domestos and Duck. However, SC Johnson’s Duck is set to record further positive value growth in 2021 compared to leader Domestos from Unilever with marginal value sales decline.
As toilet care benefited from consumers’ panic buying and stockpiling tendencies in 2020, as well as households using toilet care more frequently to maintain hygiene in the bathroom area, there were limited promotional offers compared to previous years due to excessive demand.
Toilet care tablets/powders and toilet care cleaning systems are expected to further decline throughout the forecast period, whilst rim blocks, rim liquids and toilet liquids/foams will remain popular and record low single-digit positive growth projections.
Unlike other categories of home care, product development within toilet care may not be the most dynamic over the forecast period. While major players such as Unilever and Procter & Gamble have made statements regarding driving change in terms of packaging and ingredient formulations geared to becoming more sustainable, this trend had not entered mainstream retailers of toilet care at the end of the review period.
While households will potentially veer away from high-frequency cleaning habits instilled during the pandemic over the course of the forecast period, many consumers are likely to prioritise the ease of maintaining cleanliness and the efficacy of odour-neutralising or masking in toilet care products above ensuring high standards of cleanliness.
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Understand the latest market trends and future growth opportunities for the Toilet Care industry in United Kingdom with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Toilet Care research and analysis database.
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