“The specialist toilet care market has struggled to maintain momentum. However, it is also the case that toilet care has changed considerably – gone are the days when a bit of bleach down the toilet was enough. Through taking more of a cue from consumer wants and needs, brands in toilet cleaning and freshening could break the mould of the current model which offers choice but not originality.”
– Richard Caines, Senior Household Care Analyst
Some questions answered in this report include:
- How can brands encourage more frequent toilet cleaning to boost sales?
- In what ways can companies in the flush treatment sector overcome barriers to wider usage?
- What lessons can companies learn from people’s toilet cleaning habits?
- What types of products offer potential for development?
Valued at around £121 million in 2013, the toilet care market is in decline. The struggle to gain momentum bears witness to challenging trading conditions for companies targeting this industry.
This report looks at factors underpinning market forces (competition from the more robust bleaches market, shifting consumer behaviours, advertising trends and the impact of the economic downturn), along with manufacturer and retailer efforts to harness or mitigate them, including product developments, marketing concepts and retailer initiatives.
Mintel also takes a view on the future of the market and what trends offer indicators for growth.
The report examines the retail market for the following products:
toilet cleaners, including liquids/gels and flushable toilet wipes
in-bowl rim blocks and liquids/gels
implements, including disposable brushes and refills.
Liquid bleaches and disinfectants that are often used for toilet cleaning are not part of the market size for this report, but are discussed as part of the consumer research into toilet cleaning, as are multipurpose cleaners (including wipes) that are also sometimes used on the toilet.
Value figures throughout this report are at retail selling prices (rsp) unless otherwise stated. Market sizes at constant 2013 prices are calculated using Mintel’s Household Goods deflator.