Toilet Cleaning and Bleach - US - March 2013
“While new product launches might help to draw attention to the toilet cleaner segment in the short term, new items alone may not be enough to generate long-term growth. The bigger win for marketers and retailers may lie in helping consumers get more out of the products that already are on the shelf.”
– John Owen, Senior Household Analyst
Some questions answered in this report include:
- How can specialized toilet cleaners compete more effectively against all the different products consumers use to clean toilets?
- How can bleach continue on a positive course after posting its first sales increase in many years?
- How widespread is concern that bleach is too harsh for regular use? Will competitive ads describing bleach as harsh strike a nerve?
Toilet cleaners and bleach have suffered declining sales over the last several years as budget-conscious consumers have sought to economize on household expenditures. In addition, the category faces competition from a variety of multipurpose cleaning products used for disinfecting and toilet cleaning. A rebound in the bleach segment in 2012, however, broke the downward trend. The reversal points to the potential for focused marketing and new product innovation to increase top-of-mind awareness and reinvigorate sales. To sustain growth over the long run, however, bleach marketers and retailers may need to emphasize more practical advice. A similar approach could also be effective in the toilet cleaners segment, where marketers and retailers have an opportunity to build on the consumer belief that toilets need regular, thorough cleaning.
This report focuses on the use of bleach across household cleaning chores and on the toilet cleaning products segment. The analysis includes the following products segments:
- Sodium hypochlorite (SHC) bleach
- toilet bowl cleaner/deodorizer
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