Competitive Landscape
Leading Brands Secure Positions through Innovation and Reputation
The toilet care market in Australia was concentrated in 2025, with Henkel Australia and Reckitt Benckiser (Australia) holding shares of 24% and 20%, respectively. Henkel's share declined from 29% in 2022 to 24% in 2025, while Reckitt Benckiser's fell from 23% to 20% over the same period.
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Overview:
Understand the latest market trends and future growth opportunities for the Toilet Care industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Toilet Care industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Toilet Care in Australia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Toilet Care in Australia?
- Which are the leading brands in Toilet Care in Australia?
- How are products distributed in Toilet Care in Australia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Toilet Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Toilet Care in Australia - Category analysis
Key Data Insights
Innovation and Stable Economic Conditions Support Category Growth
Innovation and Stable Economic Conditions Support Category Growth
Sustainability Drives Eco-Friendly Product Development
Evolving Formats Enhance Convenience and Functionality
Eco-Friendly Priorities to Drive Category Expansion
Format Innovation Enhances User Experience
Channel Dynamics Will Evolve with E-Commerce Expansion
Leading Brands Secure Positions through Innovation and Reputation
Supermarkets Channel Dominates While E-Commerce Enjoys Significant Expansion
Brands Boost Digital Visibility to Capture New Consumer Demand
Home Care in Australia - Industry Overview
Evolving Product Formats Drive Home Care Growth Amid Economic Pressures
Key Data Insights
Evolving Product Formats Drive Home Care Growth Amid Economic Pressures
Private-Label Expansion Reshapes Competitive Dynamics
Sustainability Initiatives Gain Traction across Categories
Consumers Drive Multifunctional Product Demand
Sustainability to Reshape Product Portfolios and Consumer Expectations
E-Commerce and Private Label Drive Market Dynamics
Leading Brands Maintain Dominance through Innovation and Divestiture
Divestiture Reshapes Competitive Dynamics
Supermarkets Channel Maintains Dominance as E-Commerce Enjoys Further Growth
Bunnings and Chemist Warehouse Lead Emerging Retail Concepts
Country Reports Disclaimer
The following categories and subcategories are included:
Toilet Care
- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Toilet Care
This is the aggregation of in-cistern devices, ITBs and liquids/powders, mousses, tablets and toilet cleaning systems.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Toilet Care research and analysis database.
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