In this report, Technavio covers the present scenario and growth prospects of the global toilet care market for 2015-2019. The market size has been calculated based on revenue generated from retail the sales of toilet care products.
“APAC commands the majority share of the global toilet care market and is also the fastest growing market. China is the key leading region for this market followed by India. Rising hygiene awareness in these developing countries is contributing to the growth in this market. Growing disposable incomes in developing countries have also allowed consumers to demand more premium products such as in-cistern devices for additional convenience,” said Arushi Thakur, one of Technavio’s lead industry analysts for cosmetics and toiletries.
“Vendors have tasted success in emerging markets by giving a regional angle to their products through local commercials and door-to-door promotions. For instance, in 2014, Reckitt committed around USD 18 million for a five-year Dettol campaign in India to address the country's hygiene and sanitation needs. Many other vendors will likely adopt similar strategies to leverage the market over the next four years,” added Arushi.
Top five key leading countries for the global toilet care market
China is the key leading country in the global toilet care market, and it covers the largest market share in APAC as well. In China, product innovation in the toilet liquid segment has continued to drive the market. Increasing awareness among consumers about hygiene issues drives them to purchase diversified and specific toilet care products to keep their toilets clean. Shanghai Johnson emerged as the market leader in the toilet care market in 2014 with a market share of over 26%.
In the Americas, Brazil is one of the top markets for toilet care products. This is due to the fact that toilet care products are considered an essential home care necessity by Brazilians. Despite the slowing economy, Brazil spent 9.7% of its GDP on health in 2013. The market is highly concentrated, with two of the biggest vendors, namely Ceras Johnson and Reckitt Benckiser, who held a market share of 48.4% and 22.3% respectively in 2014. Among domestic players, Flora Produtos de Higiene e Limpeza and Bombril are other well known names in this market.
The US has one of the largest markets for toilet care in the global scenario. The penetration of toilet facilities in the US stands at 100% and contributes significantly towards the revenue for manufacturers. However, as the market is relatively saturated, growth is likely to remain flat. In the US, in 2014, Clorox emerged as the market leader with a market share of around 34.2%. In 2014, majority of the company's revenue was generated from its toilet liquid cleaning segment. After their introduction in the Japanese market, smart toilets have developed a presence in the American market. Other than giving a premium finish, these products offer functionalities like a warm air dryer with temperature control, a massage feature, and a night light.
The UK is the leading market in the toilet care segment in Europe. Reckitt Benckiser is the market leader in the segment followed by SC Johnson and Unilever. The combined market of these companies was over 52% in 2014. Harpic, Duck, and Domestos are the preferred brands used by consumers in the UK for their toilet care. It is also estimated that consumers in the UK, clean their toilet more than once a week in around 65% of households, and close to 35% clean their toilet four or more times in a week. These trend has a significant impact on the demand for toilet care product in the country.
Japan is an attractive market for the global toilet care market. Increasing number of households and product innovation are two major drivers for this market. However, in 2014, the market displayed a relatively flat growth due to low GDP. Kobayashi Pharmaceutical is the market leader with a share of close to 49.2%. In-cistern and rim blocks continue to have a significant presence in the market. One of the major trends witnessed in the market is the introduction of smart toilets. Smart toilets, which can sync with a user's smartphone via Bluetooth and can play tracks are anticipated to be installed in over three quarters of Japanese homes during the forecast period. Japan's Lixil is likely to emerge as one of the top manufacturers in this niche segment.
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