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Toilet Care Moving to Tipping Point

Global toilet care market: $5 billion industry in 2012

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2014-02-26 23:33:01 - Toilet Care Moving to Tipping Point - a new market research report on

In the home care industry, the global toilet care market only made up a fraction (3.4%) of value sales in 2012, whilst laundry care took the lions share, with 54% by value. Despite this the market was still worth an estimated $4.95 billion in 2012. The market is divided into a number of sectors, including Toilet Care Tablets/Powders ($63m), Toilet Liquids ($2.25bn) and In-Cistern Devices ($680m).

Particularly in emerging markets, toilet care is still largely undeveloped, due to low flush toilet penetration and also to specialised toilet care products often being substituted by multipurpose cleaners, bleach and even acids.

Specialist toilet care products are still far from essential for many consumers, and changing attitudes will be the key challenge for manufacturers for



the foreseeable future, both in the developing world and the economically challenged developed markets.

All categories across home care are set to see rapid value growth between 2012 and 2017, mainly driven by strong demand from the emerging markets. Laundry care and home insecticides are forecast to outperform toilet care significantly, with 13% and 16% growth, respectively, compared to 7% for toilet care, illustrating the perceived lack of need for specialist toilet care products.

Key Headlines

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.

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 consumers awareness of hygiene is rapidly increasing, is forecast to see double digit value growth.

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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