The toilet care category registered a strong growth spike during 2020. More time spent at home, through home seclusion and remote working stimulated more frequent bathroom usage and subsequently boosted sales of toilet care products.
The average unit price of toilet care rose in 2020, though there was a drop in unit prices of in-cistern devices, ITBs, and rim liquids. A strong rise in toilet liquids/foam resulted in overall positive growth for toilet care as a whole.
SC Johnson maintained the lead in 2020 just ahead of its nearest competitor Henkel. Toilet Duck by SC Johnson experienced a strong performance, particularly in rim blocks and toilet liquid foam.
Over the forecast period, toilet liquids/foam is expected to remain the largest category in toilet care and will experience the strongest growth. Consumers are particularly familiar with toilet liquids/foam products, as many consider them to essential for cleaning their bathrooms thoroughly.
In addition to the ongoing drive to maintain high standards of cleanliness and hygiene in homes, sales of toilet care are also set to be driven by manufacturers’ marketing support. Moreover, demand is set to grow for categories that are still somewhat underdeveloped in Ukraine, such as in-cistern devices, rim blocks, and rim liquids.
Private label and small companies are anticipated to struggle in this category as leading companies have incredible marketing campaigns in place as well as a wide distribution network, which increasingly includes e-commerce. Moreover, e-commerce is expected to register ongoing strong growth over the forecast period as more consumers came to appreciate the convenience of this channel with products delivered to their door during 2020.
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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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