Toilet Care in Venezuela

PROSPECTS

The offering of toilet care products remains limited

The offering of toilet care products remained limited in 2017, with in-cistern devices, rim blocks and rim liquids in short supply or unavailable from retail outlets. All of these categories have a high component of imported products and availability was threatened by lower allocation of foreign exchange.

Toilet care fight against cheaper categories

Well-positioned companies such Better Home Products CA and SC Johnson & Son are projected to make efforts to promote their specialised toilet care products as being highly effective for cleaning toilets while multi-purpose cleaners remove only dirt, without removing toilet stains. This is because the Law of Fair Costs and Prices placed toilet care products at a disadvantage as consumers began to find in price-regulated powder detergents and bleach cheaper substitutes for toilet care products.

Toilet liquids/foam lead category

By tradition, toilet liquids products are considered more essential than other toilet care products and the category also benefits from containing mostly locally-manufactured brands. Apart from toilet liquids/foam products, which are commonly used for toilet cleaning, bleach is commonly used for toilet cleaning because of its disinfectant and bactericidal properties.

COMPETITIVE LANDSCAPE

SC Johnson & Son de Venezuela dominates toilet care

SC Johnson & Son de Venezuela remained the dominant company in toilet care with its leading global brand Pato, which dominated in-cistern devices, rim blocks and rim liquids. This brand is a symbol of tradition, and its portfolios adapted to changes in Venezuelan culture.

Better Home Products CA leads toilet liquids

Better Home Products CA, with the brand Mas, led toilet liquids in 2017. The long-standing presence and good reputation of Mas coupled with domestic production and a strong distribution network, which reaches even the most remote areas of the country, helped the company to achieve its competitive position over time.

Lack of activity in 2017

There were no key new launches or packaging innovations in toilet care in 2017. Difficult operating conditions forced companies to rationalise portfolios.

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