Australia toilet care market: Decline of -1% CAGR predicted between 2012-2017

Press release   •   May 01, 2013 14:19 BST

Reckitt Benckiser's Harpic remained the leading brand in the Australia toilet care market in 2012 with a value share of 31%. The brand remains dominant in toilet liquids, where it recorded a retail value share of 46% in 2012 and also accounted for 25% of value sales within the larger ITBs area. Harpic‟s leading position can be attributed to the fact it is one of the few brands to have a significant presence across all toilet care areas. The brand receives widespread advertising support. For example, over the review period Harpic launched a mass advertising campaign featuring a television commercial in which various men apologised for their wrongdoings in the bathroom and Harpic was promoted to help them „clean up their act‟. The campaign also included a website where consumers could publically apologise for their behaviour and be admitted onto the „dishonour roll‟.

Due to the introduction of new 'cageless' brands, major supermarkets are reporting price deflation and private label brands continue to take share from brands without unique selling points. The major supermarkets, Woolworths and Coles, reported in 2012 that price deflation had become a major fixture of the retail environment due in part to an increasingly aggressive price war between the two retailers. Despite a relatively strong economic outlook, Australian consumers remained cautious throughout 2012, with household savings increasing substantially. Consequently, products that were deemed non-essential suffered. A lack of innovation and heavy price discounting meant toilet care was given little consideration from consumers.

A lack of innovation and advertising means toilet care sales will continue to decline over the forecast period, with the area having a projected constant retail value CAGR of -1%. In-cistern devices is forecast to register the sharpest decline due to a lack of interest and appeal. Toilet care was particularly affected by cautious consumer spending over 2012, with manufacturers unable to entice Australians with an attractive value proposition in the aftermath of „cageless‟ innovation. The area that will suffer the least over the forecast period will be toilet liquids, which has a projected forecast period constant retail value CAGR of -1%. Given the maturity of the area, growth is expected to mainly derive from marketing activities as well as on-going product developments catering to consumers‟ persistent demand for convenience.

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