Toilet care witnessed a spike in demand in 2020 after the outbreak of COVID-19 made Turks more hygiene-conscious and people spent most of their time at home due to social distancing, remote working and lockdown measures. The same factors continued to drive demand in 2021, though the rate of growth in total volume sales slowed as hygiene concerns surrounding the virus subsided somewhat with the rollout of vaccines and better education about how it spreads, and the easing of public health restrictions enabled consumers to begin resuming their normal routines.
Demand for toilet care products in Turkey has historically been constrained by the widespread use of bleach, which is not only cheaper but also suitable for a wider range of household cleaning tasks and considered much more effective in terms of its disinfectant properties. In particular, the popularity of bleach has long limited the appeal of toilet liquids/foam.
Rim liquids and rim blocks remained the most dynamic performers within toilet care in volume growth terms in 2021. Both categories benefited from increasing appreciation for the convenience of these product types, which can help to prevent the build-up of dirt and limescale and keep toilets looking and smelling fresh after each flush.
While toilet care is expected to see total volume sales increase throughout the forecast period, growth looks set to be relatively modest and slow steadily from 2022. In the short-to-medium term, demand will be subdued as consumption patterns continue to stabilise with the further easing of the pandemic and high inflation caused by the collapse of the lira makes many Turkish households inclined to favour bleach as a more economical alternative.
Rising living costs fuelled by the weakness of the lira should provide opportunities for cheaper local brands and private label lines to strengthen their presence in toilet care over the forecast period. However, it is expected international brands will remain dominant, with Henkel’s Bref likely to retain its commanding overall lead in value terms.
As high inflation continues to drive up production and import costs, toilet care is expected to see average unit prices rise at relatively steep rates in current value terms over the forecast period. However, given increasing competition within the category and the external threat posed by the traditional popularity of bleach in Turkey, it is likely many companies will choose to absorb a significant proportion of cost increases rather than pass them entirely on to consumers so as not to erode the appeal of their brands.
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This is the aggregation of in-cistern devices, ITBs and liquids/powders, mousses, tablets and toilet cleaning systems.See All of Our Definitions
This report originates from Passport, our Toilet Care research and analysis database.
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