Toilet Care in Uruguay

PROSPECTS

Toilet care usage hampered by the soft water in the country

Water in most cities of Uruguay is soft, meaning it has low levels of sediments. Hence, the formation of plaque and lime scale and the need to remove it is reduced, in comparison with its neighbouring country, Argentina, for example.

In-cistern devices become more popular

Toilet liquids/foam and rim blocks remained the most popular formats within toilet care in 2019. These products are the least expensive toilet care options in Uruguay, offering a good alternative, especially for low-income consumers in the country.

Disinfection remains the key attribute for consumers

In many categories of home care, disinfection is relegated to second or even third place in terms of importance by many Uruguayan consumers. It is, however, often the most important attribute when choosing toilet care products, more so than fragrance, even though players have invested heavily in developing these attributes.

COMPETITIVE LANDSCAPE

SC Johnson & Son de Uruguay leads toilet value sales

SC Johnson & Son de Uruguay maintained its leading position in toilet care in 2019 thanks its wide variety of brands, and to the strong consumer loyalty towards its products. The company’s most important brands, Glade, Mr Musculo and Lysoform, offer a variety of toilet care formats for consumers to choose from and all enjoy strong positions within toilet care.

Players respond to increasing interest in adhesive gel

One of the main advantages of adhesive gel for toilet cups is that there is no need to come into direct contact with the toilet. Consumers have been attracted by this unconventional option and its sales grew towards the end of the review period.

Harpic a pioneer in toilet liquid

The Harpic brand by Reckitt Benckiser Group distributed by Carrau & Cia was the pioneer of duck shape bottleneck liquid toilet cleaners in Uruguay. The brand is also increasing its sales in the country through in-cistern devices although it does not invest in strong marketing campaigns to boost this product in Uruguay, although it is more aggressive in Argentina.

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