Italian toilet care market driven by the willingness to ensure a high level of hygiene in the home

Press Release   •   Jun 25, 2013 10:28 BST

Current value terms in the Italian toilet care market remained stable through 2012, reaching a value of €134 million.

Whilst in surface care, manufacturers and retailers continued to increase their tendency towards value-for-money products or multiuse ones, in toilet care the attention for specialised products and recognised brands have been maintained. This was the reason why, despite the struggling economic situation and a general trend towards price promotions in order to stimulate the demand, value sales remained stable.

The performance of toilet care products was in line with the compound annual growth rate (CAGR) of the past five years for value sales partly due to premiumisation. As more consumers are entertaining at home, there is willingness to spend a little more on key household cleaning products to ensure a high level of hygiene in the home.

Whilst they may continue to be more frugal about spending for toilet care, and the amount purchased may have been reduced, consumers are paying for quality, convenience and products they consider to offer more value for the money.

The fastest-growing category was rim blocks with a 3% increase in current value sales for 2012, which continued to benefit from a growing demand for more premium specialised products as mentioned previously. Rim blocks performed better than rim liquids partly because of their higher convenience but also because of more investments in innovation carried out by manufacturers.

In 2012, Bolton Manitoba SpA retained its position as the leading company with value share reaching 41%; the company's success is still due to its famous WC Net range, available in liquid, powder and gel formats. This last format of gels was the one in which Bolton Manitoba focused the innovation by launching recently the 5-in-1 action WC Total Hygiene gel, that eliminates 99.9% of germs and bacteria together with conferring whiteness and erasing lime scale. Second-ranked Johnson Wax is present with Duck Anitra, maintaining a 20% value share in 2012.

The Italian toilet care market is expected to remain relatively stable over the next five years. A positive scenario is forecast with yearly unit price increases that will go in accord only with inflation rates and will not be pushed further.

For more information on the Italian toilet care market, see the latest research: Italian Toilet Care Market

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