Toilet care saw stronger growth in 2020 as a result of the COVID-19 crisis. Official sources such as the CDC emphasised the importance of cleaning areas where germs are more likely to spread, such as toilets and kitchens.
Although toilet liquids/foam remained the largest category and saw the highest current value growth in toilet care in 2020, in-cistern devices and rim blocks also performed well, witnessing strong growth during the year. Both product categories already had a significant presence in the US market.
In 2020, The Clorox Co recorded value growth and continued to lead toilet care in the US. Its value share was almost twice the size as that of Reckitt Benckiser, the second largest manufacturer.
After a slight decline in 2021, toilet care is expected to record steady current value growth over the rest of the forecast period, as US consumers are expected to remain hygiene-aware and care about hygiene at home. While toilet liquids/foam is expected to register a positive performance over the forecast period in current value terms, in-cistern devices and rim blocks are set to see the strongest growth rates.
Over the years, innovations have been targeted towards minimising contact with the toilet bowl and making cleaning toilets easier for consumers. Therefore, ease of use features, such as Scrubbing Bubbles Cleaning Stamps, resonated well with consumers.
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This report originates from Passport, our Toilet Care research and analysis database.
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