Toilet Care in the United Kingdom

PROSPECTS

Products which save time and effort register dynamic growth

Toilet care maintained stable retail current value growth in 2019. Consumers value toilet care products which save time and effort, and such products are set to register the strongest growth over the forecast period.

More eco-friendly products are available and gaining momentum

Consumers in the UK are increasingly aware of the impact of cleaning products on their health and the environment. Although the presence of eco-friendly products remains very low within toilet care, there has been an increase in green brands in the category.

Odour-neutralising and pleasant scents are important in toilet care

As well as products offering multiple purposes (scent and cleaning) and eco-friendly products and packaging, increased demand for fragrances in home care products is driving product innovation in toilet care and supporting the strong growth of ITBs and toilet liquids. For instance, Duck offers exotic scents such as Dazzling Petals and Tropical Sunshine in its toilet liquids.

COMPETITIVE LANDSCAPE

SC Johnson maintains its lead due to strong brand recognition

In 2019, SC Johnson continued to lead toilet care in value terms, with its Duck brand. This can be attributed to its high level of brand recognition and consumer awareness.

Social initiatives help attract consumers

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

Players respond to rising consumer health awareness

As consumers are increasingly aware of the impact of cleaning products on their health and the environment, Ecover’s value share is expected to continue increasing over the forecast period. In addition, new eco players are projected to enter the category.

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