What you need to know

After five years of decline, the toilet and hard surface care market has seen a change of direction – albeit small – with an estimated increase in value sales of 0.7% to £550 million in 2019, up from £546 million in 2018. The rise in value sales has principally been driven by the toilet care segment, in particular by disinfectants and rim block toilet cleaners.

Although the sector remains price-driven, consumers pay particular attention to product quality, suggesting that toilet and hard surface care products that lack cleaning efficacy will not resonate among savvy consumers – proving efficacy should therefore play an important role in communication strategies. In line with growing demand for cleaners that have a minimal impact on the environment, consumers are also looking for brands to reduce their quantity of packaging material, and for products that help them to be more water efficient.

Products covered in this Report

This Report examines the following markets:

  • Multipurpose cleaners, including antibacterial cleaners

  • Kitchen cleaners

  • Floor cleaners

  • Bathroom cleaners

  • Shower cleaners.

These products come in a number of formats, including sprays, mousses, creams, foams and disposable wipes.

This Report also examines the following product categories in regard to keeping toilets clean and fresh:

  • Toilet cleaners, including liquids/gels and flushable toilet wipes

  • In-bowl rim blocks and liquids/gels

  • In-cistern blocks

  • Implements, including disposable brushes and refills

  • Bleaches, including thick and thin liquid bleaches and bleach sprays

  • Disinfectants, including disinfectant liquids and sprays, and antiseptic disinfectant.

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