What you need to know
Retail value sales in the toilet care products, bleaches and disinfectants category fell by 6.5% in 2015 to £261 million. This continues the pattern of decline seen in 2014, reflecting the impact of frequent discounting by retailers and a shift in consumer preferences towards multipurpose cleaning products.
Household bleach remains the strongest segment of the toilet cleaning category, with strong positive perceptions of efficacy among users. However, the perception that all bleaches are comparable spells further bad news for value sales. Brands operating in the specialised toilet cleaning segment therefore need to face the dominance of bleach head on to bring the market back into growth.
Products covered in this report
This report examines the following product categories in regard to keeping toilets clean and fresh:
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Toilet cleaners, including liquids/gels and flushable toilet wipes.
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In-bowl rim blocks and liquids/gels.
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In-cistern blocks.
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Implements, including disposable brushes and refills.
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Bleaches, including thick and thin liquid bleaches and bleach sprays.
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Disinfectants, including disinfectant liquids and sprays, and antiseptic disinfectant.
Excluded
Excluded from this report are multipurpose cleaners and bathroom/shower cleaners (please see Mintel’s Hard Surface Cleaning and Care Products – UK, March 2016 Report for more information).
