Sector Insight (interactive): toilet care

Duck: SC Johnson's brand suffered a small fall in market share in (2010-11), although sales were steady, and it launched most new products in 2011, including Duck Fresh 3 in 1 Purple Wave Liquid Rimblock
Duck: SC Johnson's brand suffered a small fall in market share in (2010-11), although sales were steady, and it launched most new products in 2011, including Duck Fresh 3 in 1 Purple Wave Liquid Rimblock

Consumers are determined to spend as little as necessary on cleaning products


Demand. Toilet cleaning products remain in demand with an estimated 43m domestic toilets in the UK. The market is estimated to be worth more than £125m in 2012.

Frequency. People like a clean toilet: 63% of households clean them more than once a week and 36% four or more times a week.

Price. As with so many sectors, as the recession has bitten shoppers have looked for low prices and products on promotion which has dented market value.

Brand loyalty. There is a lack of brand loyalty in the sector: although half of shoppers usually buy a well-known brand, only 7% always stick with the same one.

NPD. There has been limited new product development in this category and one introduction – flushable toilet wipes – has proven of low interest.

Specialist products. Not everyone buys toilet-specific products with generic bleach, disinfectants and multi-purpose cleaners popular alternatives. Flush treatment products have declined; bleach remains most widely used toilet cleaning product.

Source: Mintel

Specialist toilet-cleaning brands by value* (£m)

*Includes liquid/gel toilet cleaners, in-bowl rim blocks and liquids/gels, in-cistern blocks and implements Source: Mintel

UK retail value sales of specialist toilet-care products, by segment (£m)

*Includes flushable toilet wipes
Source: Mintel/based on SymphonyIRI Group InfoScan

The industry's main players

Jerome Lemaire, marketing director, Reckitt Benkiser

Lemaire took over from Stefan Gaa in August and now leads all UK marketing activity across RB's household, health and personal care portfolio which includes Harpic. With a long career in RB, his roles have covered US, Europe and global remits since he started as an assistant brand manager in France in 1998.

Petra Hangweier, brand building director, laundry and household cleaning, Unilever

Unilever UK & Ireland’s laundry and household cleaning brand building marketing team has been led by Hangweier since November 2010. Prior to this, she was responsible for brand building in the savoury business in Germany, Austria & Switzerland (DACH) based in Hamburg, Germany.

Ildiko Egresfalvi, Bloo Senior Brand Manager, Jeyes

In May this year Egresfalvi took over the Bloo senior brand manager role having joined Jeyes a year earlier to work as senior brand innovation manager on cleaners. She is responsible for brand innovation among other things and launched Bloo Flowers umbrella brand this year. Previous experience includes Henkel, Sara Lee and P&G in UK and Europe.


Clare Allman, head of marketing UK, Ecover

Allman joined Ecover in 2000 and has built its marketing strategy to push the brand into the mainstream while maintaining its ecological credentials. Previous experience has included working at RHM on brands such as Mothers Pride and Hovis.

Winners and Losers in the furniture retail sector


Harpic. Reckitt Benckiser's brand has held on to its market leading position and 2012 has seen more NPD activity. It added Power Plus Citrus Fresh to the range this year.

Domestos. Its share was boosted by the 2011 launch of Domestos Germ Blaster rim block and Total Blast toilet gel and its supporting marketing campaign made Unilever biggest category advertiser in 2011.

Duck. SC Johnson's saw a small reduction in market share (2010-11) although sales were steady and it launched most new products in 2011 including Duck Fresh 3 in 1 Fresh Purple Wave Rimblock.

Source: Mintel


// -->


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage