Toilet Care in Turkey

2020 IMPACT

More frequent use of toilets during COVID-19 lockdown contributes to greater demand for toilet care, especially for ITBs in 2020

During the coronavirus pandemic, due to the lockdown period when people were stuck at home, they used the toilet more, which stimulated volume sales of toilet care in all categories except for in-cistern devices. Category growth was driven by growing demand for ITBs, which are mainly used for scent and extra cleanliness after flushing the toilet by people in middle to higher income brackets that are willing and able to afford their higher prices.

Toilet liquids/foam takes a back seat to bleach and scouring agents with the onset of COVID-19 and greater hygiene concerns, but ITBs benefit from home stays in 2020

Toilet care continues to be a secondary product – particularly to bleach, as Turkish consumers do not believe these products can deliver total hygiene, and higher concern about hygiene was a prevalent trend in 2020. For real cleansing, scouring agents and bleach are used to secure hygiene, and they are often used instead of toilet liquids/foams.

Multinational brands continue to be favoured for their better quality in 2020, but new local players with budget prices also gain traction over the year

Multinational companies continued to lead toilet care in 2020, with Bref by Türk Henkel maintaining the dominant retail value share. The share of local brands and private label on the other hand remained quite low since consumers do not favour using cheaper products that do not last as long and thus do not offer sufficient price/value ratio to prompt a switch.

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