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Toilet Care in the Netherlands

Netherlands toilet care market: 1% CAGR growth forecast between 2012-17

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2014-01-23 01:23:03 - Toilet Care in the Netherlands - a new market research report on

The competitive landscape in the Netherlands toilet care market is governed by the extent of the product range and the performance of the individual products. The manufacturers of top brands are mainly concerned with the development of new products to better address consumers´ needs. The enhanced properties of these products range from a higher concentration of cleaning substances to packaging that is better suited for the product´s application. At the opposite end are private label products, which traditionally account for a marginal retail share, with some exceptions. These products have similar characteristics to top brand products but are very slightly inferior. The main distinction for the consumer is pricing.

The effect of the economic recession has not been felt in the



sales of toilet care products. The overall current value sales in this category grew by 3% in 2012, making this category one of the best performers in home care. The only reminder of recession purchase patterns still observed in 2012 was sales on promotion, which stayed at a high level. The purchasing power of Dutch consumers with respect to toilet care products has been restored. This was confirmed by the retail share of top brand manufacturers, which continued to consolidate their positions in 2012 using active promotion emphasising the products´ benefits.

Toilet care is expected to record a CAGR of 1% in constant value terms during the forecast period. The sales growth is forecast to be evenly divided between categories with large shares and also new product developments. Categories such as toilet liquids and rim liquids, which accounted for almost 80% of the sales in 2012, are forecast to continue to see sales growth at a marginal rate. Most product developments are expected to occur in rim blocks and toilet care tablets/powders.

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