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Strategy Briefing

Toilet Care Moving to Tipping Point

45 pages, Apr 2013

US$1,200

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About This Report

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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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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Limited interest in developed countries

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.

Substitutes in developing countries

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.

Toilet liquids the engine of category growth

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.

BRIC countries lead value growth

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.

Low flush toilet possession

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.

Opportunities in toilet cleaning systems

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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Introduction

Scope

Key findings

Global Overview

Toilet care a small but significant share

Toilet liquids and ITBs dominate category sales

Global spend on toilet care per household

Developing world to drive future growth

The US under-represented

Western Europe a prime example of added value

Toilet care as a mirror of economic performance

Country-specific Japanese trends

Emerging Markets

Tipping point to be reached after 2017

Flush toilets a key growth driver

Promising prospects for Eastern Europe

India remains far behind among BRICs

Southeast Asia

Substitutes for toilet care

Barriers to category development

Competitive Environment

A cquisition of Ambi Pur paves the way into toilet care for P&G

Leading brands

Private label cannibalising sales from P&G in Australasia

Regions

Western Europe dominated by global players

North America

Asia Pacific

Eastern Europe

Latin America

Middle East and Africa

Australasia

Summary

Limited opportunities in developed markets

Developing countries continue to lead value growth

Disparities in Asia Pacific

Definitions

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Megatrends

Strategy Briefing

Toilet Care Moving to Tipping Point

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Limited interest in developed countries

Substitutes in developing countries

Toilet liquids the engine of category growth

BRIC countries lead value growth

Low flush toilet possession

Opportunities in toilet cleaning systems

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Global Overview

Toilet care a small but significant share

Toilet liquids and ITBs dominate category sales

Global spend on toilet care per household

Developing world to drive future growth

The US under-represented

Western Europe a prime example of added value

Toilet care as a mirror of economic performance

Country-specific Japanese trends

Emerging Markets

Tipping point to be reached after 2017

Flush toilets a key growth driver

Promising prospects for Eastern Europe

India remains far behind among BRICs

Southeast Asia

Substitutes for toilet care

Barriers to category development

Competitive Environment

A cquisition of Ambi Pur paves the way into toilet care for P&G

Leading brands

Private label cannibalising sales from P&G in Australasia

Regions

Western Europe dominated by global players

North America

Asia Pacific

Eastern Europe

Latin America

Middle East and Africa

Australasia

Categories

Toilet liquids

ITBs

In-cistern devices

Toilet care mousse/foam

Toilet care tablets/powders

Toilet cleaning systems

Summary

Limited opportunities in developed markets

Developing countries continue to lead value growth

Disparities in Asia Pacific

Definitions

Why buy this report?

Want to find out more about this report?

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