The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreApr 2013
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Toilet care remained a small but profitable area of the home care market in 2012. While developed markets such as North America and Western Europe appear to have reached saturation, developing markets are increasingly taking a lead in value generation. This trend is likely to accelerate further with increased flush toilet penetration and wider westernisation of cleaning culture.
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In general toilet care in developed markets is a necessity for most households. However, consumers show relatively low interest in the category and are often not willing to spend extra on new formats or innovations.
Consumers in developing countries substitute toilet care with multipurpose cleaning products such as bleach. It is not only a matter of disposable income but also ingrained habits.
With increasing disposable income and knowledge gained from manufacturers efforts to promote the necessity of task specific toilet care products, consumers in developing markets are switching to toilet liquids.
Even though per household spend in the BRIC countries will remain low, collectively they will drive future growth. Especially China, where disposable income along with consumer’s awareness of hygiene is rapidly increasing, is forecast to see double digit value growth.
In many South/East Asian countries, such as India, and Middle East and Africa, the lion’s share of households still do not possess flush toilets, hence category growth in toilet care will be limited over the forecast period.
In the short term, toilet cleaning system are unlikely to gain much traction outside of the US due to their high unit prices, which largely precludes emerging markets and also Western European markets affected by austerity. However, systems could have a place in the Japanese market, with its rapidly ageing population.
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