Toilet Care in the United Kingdom

PROSPECTS

Effort-saving products to register dynamic growth

Toilet care products with time and effort-saving features are set to register the strongest value growth over the forecast period. In-cistern devices was the most dynamic area in 2018, while rim blocks is expected to record the strongest value growth over the next five years.

Eco-friendly products to gain momentum

Despite growing consumer interest in organic and sustainable cleaning products, particularly within laundry care, the presence of eco-friendly products remains very low within toilet care. Indeed, the main brand present in this area is Ecover, which offers three different toilet care products in a liquid format.

Players responding to rising consumer health awareness

As UK consumers are increasingly aware of the impact of cleaning products on their health and the environment, Ecover’s sales share is expected to increase over the forecast period. Additionally, new players are also projected to enter the area.

COMPETITIVE LANDSCAPE

SC Johnson maintains lead in 2018

In 2018, SC Johnson continued to dominate toilet care with its Duck brand. This can be attributed to high levels of brand recognition and consumer awareness.

Domestos gains value share thanks to strong positioning and focus on marketing

Domestos from Unilever was one of the few toilet care brands that gained value share in 2018. This can be attributed to a wide product portfolio, both in rim blocks and toilet liquids/foam.

Social initiatives help attract consumers

In recent years, Domestos launched multiple initiatives for safer and cleaner toilets. Across the UK, more than one-in-three public toilets have been closed over the last two decades.

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