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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.
TABLE OF CONTENT
Introduction Definitions Abbreviations
Executive Summary The market Figure 1: Best- and worst-case forecast of UK retail sales of specialist toilet care products*, 2008-18 Liquid/gel toilet cleaners underpin toilet care sales Figure 2: UK retail value sales of specialist toilet care products, by segment, 2013 Market factors Household and population growth projected Companies, brands and innovation Branded products dominate the market Figure 3: Brand value shares in specialist toilet care*, year to July 2013 Toilet cleaners dominate launch activity Above-the-line advertising falling The consumer Three products used by around nine in ten people Figure 4: Usage of products for cleaning the toilet in the home, August 2013 Barriers to using rim blocks and liquid/gel toilet rim products Figure 5: Reasons for not using rim blocks or liquid/gel toilet rims, August 2013 Over half take a routine approach to toilet cleaning Figure 6: Toilet cleaning behaviour, August 2013 Different strengths for bleaches and liquid toilet cleaner/gel Figure 7: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels, by various criteria, July 2013 What we think
Issues in the Market 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?
Trend Application Trend: Help Me Help Yourself Trend: Eco and Ego Mintel Futures: Old Gold
