Procter & Gamble continues to lead the global home care market, enjoying a very strong position in the US, where it is the dominant force in both dishwashing and the major laundry care category. The company continues to invest in innovative new products, looking, where possible, to also boost the sustainability credentials of its portfolio, as seen with the new Tide Evo waterless detergent.

Unilever, the number two player in global home care, is a particularly prominent operator in emerging markets, leading in both the Asia Pacific and Latin America regions. Its main categories continue to be laundry care, dishwashing and surface care. As part of Unilever’s Growth Action Plan, the company’s home care operations are leveraging its in-house science and technology capabilities to develop innovations to help drive category growth.

Reckitt Benckiser, which owns the leading brands in the dishwashing (Finish) and surface care (Lysol) categories, remains one of the leading home care players globally. As it looks to sharpen the focus on what it calls its Powerbrands, the company is planning to exit its non-core businesses, Essential Home and Mead Johnson Nutrition, by the end of 2025.

Toilet care in India continues to grow at a steady pace, driven by rising hygiene awareness particularly in the post-pandemic context. However, consumer engagement with the category remains largely functional, with purchases still motivated by necessity rather than aspiration. Liquid and foam-based toilet cleaners are gaining traction, reflecting a shift away from traditional substitutes such as acid or phenyl in urban areas. Nonetheless, price sensitivity continues to shape purchasing behaviour

Toilet care in Germany experienced some volume and value decline in Germany in 2024, mainly due to the maturity of the category. Despite the overall weak performance, rim liquids and toilet liquids/foam were more dynamic during the year as they remained popular with local consumers. In response, players continued to launch new fragrances and engage in strong promotional and discount activity to compete effectively with private label. As a result, the volume decline rate of toilet care was notabl

Despite persistent decline in volume sales, significant increases in average unit prices positively influenced current value sales of toilet care products in Austria in 2024. The increased production and sales costs over the review period had a substantial effect on the average unit price developments of these products. Consequently, many local consumers opted for home solutions such as baking soda and vinegar for regular use to mitigate their overall expenditure on toilet care products. This tr

Although toilet care in the US saw marginal retail current value growth in 2024, retail volume sales saw another year of decline, albeit marginal. An increasing number of consumers are replacing traditional toilet care products with surface care products, reflecting a broader trend in home care towards simplifying cleaning routines. Rather than relying on specialised products, many are opting for versatile surface cleaners that can be used more frequently and across multiple areas of the home, i

Demand for toilet care remains very limited in Cameroon, but, having declined in 2023, retail current value sales rebounded in 2024. Despite heightened awareness of hygiene in Cameroonian households, compounded by the pandemic, there exists no more than limited familiarity with contemporary toilet care cleaning solutions among local consumers. This is partly attributed to the prevalent use of powder bleach and handwash detergent as makeshift toilet care alternatives, coupled with the limited ava

Toilet care has witnessed remarkable growth in Tunisia following the launch of new imported brands in the traditional channel. For years, the domestic brand Choc (Comptoir de Diffusion et de Fabrication de Produits d'Entretien (CODIFA)) was the only toilet care product available in traditional grocery retailers, whilst imported brands were mainly sold in modern grocery retailers. With demand increasing for toilet care products in all consumer groups, imported brands are penetrating the tradition

In 2024, toilet care in Nigeria recorded retail value growth of 49%, driven by rising unit prices. Consequently, retail volume declined by 1%, due to the harsh economic climate, characterised by high inflation, which led consumers to reduce spending despite the category being viewed as essential. The average unit price increased by 50% in 2024 (and by almost 100% between 2022 and 2024) driving strong current value growth while leading consumers to reduce purchases. While the category is essentia

Toilet care in Morocco recorded further fast retail volume and current value growth in 2024. The strong retail value growth performance of the category owed much to a relatively high average unit price within home care. The consumption of toilet care products was concentrated in high-income, upper-middle-income and a portion of middle-income households in the country at the end of the review period. Lower-priced toilet care products, especially toilet liquids, were popular and widely used in mid

Rim blocks and toilet liquids/foam are the most popular products in the toilet care category in Kenya.

While retail current value sales of toilet care rose sharply in 2024, this was largely driven by double-digit annual inflation, with retail constant value sales expanding at a much lower rate. However, retail constant value sales rebounded from 2023, when inflation was much higher. Nonetheless, there was strong growth in retail volume sales, supported by urbanisation and an expanding population. A focus on preventative hygiene also supported sales. With consumers remaining concerned about viral

Toilet care in Hong Kong continued to record low, positive growth in both current value and volume terms in 2024, as local consumers looked to maintain rigorous cleaning routines and hygiene in the bathroom area, including toilets, to reduce the transmission of bacteria and viruses. As a result, toilet care continued to see elevated demand in Hong Kong.

Toilet care in Taiwan showed continued growth in both retail volume and current value terms in 2024, because Taiwan saw very high humidity in the spring and summer seasons, which led local consumers to be more concerned about hygiene in their households. Keeping the bathroom and toilet clean and dry in a sub-tropical country such as Taiwan is crucial.

Having exhibited strong growth earlier in the review period, both current and constant retail value sales of toilet care declined in 2024. The waning threat of COVID-19 played a major role in this, as retail constant value sales were lower in 2024 than in 2019.

Toilet care in North Macedonia saw retail volume sales rebound in 2024 following a contraction the previous year. The return to growth was mainly driven by improvements in consumer confidence and purchasing power as the recent surge in inflation receded and economic activity picked up. Demand was further buoyed by rising hygiene-consciousness, a trend that has become more ingrained in the aftermath of the pandemic. New launches, sustained investment in promotional campaigns and the expansion of

Finnish consumers are looking for toilet care products that offer deep cleaning with minimal effort. Traditional liquid cleaners require scrubbing and repeated application, leading to a shift toward more advanced formulations that provide longer-lasting results and better surface coverage. Products with thick foam or gel consistency that can cling to toilet surfaces for extended periods are gaining popularity, as they help break down stains, limescale, and bacteria without requiring constant rea

The toilet care category in Uzbekistan exhibited robust growth in both market value and volume terms in 2024, continuing the positive trend of previous periods. Despite the diminishing impact of the COVID-19 pandemic, toilet care products remain highly demanded due to their essential role in everyday household hygiene. In 2024, growth was accompanied by price increases of 25–35% for most imported brands, mostly driven by global supply chain disruptions and newly represented customs tariffs for a

In 2024, the price of toilet care products in Guatemala experienced a decline, marking a shift from the significant price increases observed in recent years. This reversal can be attributed to the stabilisation of raw material and ingredient costs, which had previously driven up prices. As cost pressures eased, companies sought to attract price-sensitive consumers by offering a variety of promotions and discounts throughout the year. Despite these efforts, toilet care remains one of the smaller

In 2024, the toilet care category in Kazakhstan witnessed moderate growth in volume terms, largely driven by sustained consumer attention to disinfection and hygiene habits that became more prominent after the pandemic. While price growth in this category was more pronounced in 2023, it has now decelerated, with current price increases aligning more closely with general inflation rates. This moderation in price dynamics reflects a stabilising market environment where cost pressures eased in 2024

Toilet care in the Philippines saw retail volume and current value growth in 2024. Toilet liquids/foam remained the dominant category, and it also saw the strongest growth rates, due to the frequent exposure of such products on television, as well as their accessible prices, and their well-established reputation. The only other categories with notable sales were rim blocks and in-cistern devices. Most consumers are aware of the importance of maintaining a clean and hygienic toilet to prevent the

In 2024, the toilet care market in Georgia experienced moderate volume growth, with toilet liquids/foam emerging as the fastest-growing segment. This growth was driven by the segment’s broad product range and lower unit prices compared to other toilet care subcategories, making its products attractive choices for budget-conscious consumers. Price sensitivity remains a key factor in purchasing decisions, with many consumers actively seeking the most competitive prices across different retail chan

In 2024, toilet care in Japan witnessed growth in both retail volume and current value terms, as consumers looked for convenient, effective products due to spending more time outside the home, and was despite rising prices. Leading brands began to pass on rising costs to consumers, a phenomenon illustrated by Kobayashi Pharmaceutical’s decision to reduce the volume of its dominant Bluelet series within in-cistern devices from 70ml to 67ml, effectively implementing a price increase per volume. Th