Competitive Landscape
Henkel's Strong Lead Driven by Sustainability Efforts
The toilet care landscape in Austria is moderately concentrated, with the top three players, Henkel Central & Eastern Europe GmbH, Erdal GmbH, and SC Johnson GmbH, accounting for over 50% of value sales in 2025. Henkel Central & Eastern Europe GmbH (Blue Star) maintained its lead in toilet care with value share of 47% in 2025, followed by Erdal GmbH (Tofix) with 14% and SC Johnson GmbH (Duck WC Duck) with 7%.
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Overview:
Understand the latest market trends and future growth opportunities for the Toilet Care industry in Austria 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 Austria, 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 Austria 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 Austria?
- Which are the leading brands in Toilet Care in Austria?
- How are products distributed in Toilet Care in Austria?
- 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 Austria - Category analysis
Key Data Insights
Hygiene Drives Demand While Declining Unit Prices Drag on Category’S Value Sales
Hygiene Drives Demand While Declining Unit Prices Drag on Category’S Value Sales
Private Label Drives Affordability
Sustainability Remains a Key Driver for Consumer Choice
Consumers to Prioritise Efficacy and Convenience in Toilet Care
Toilet Liquids/Foam to Lead Growth with Innovative Products
Sustainability and Efficacy Drive Future Development
Henkel's Strong Lead Driven by Sustainability Efforts
Supermarkets Lead Toilet Care Sales with Comprehensive Offerings
Retail E-Commerce Grows Steadily Despite Remaining a Minor Channel
Home Care in Austria - Industry Overview
Innovative Product Formats Help Drive Growth in Saturated Market
Key Data Insights
Innovative Product Formats Help Drive Growth in Saturated Market
Sustainability and Eco-Innovation Define Product Development
Health and Wellness Trends Reshape Austrian Home Care
Sustained Value Growth for Home Care in Austria
Strategic Innovation and Green Product Development
Health, Wellbeing and Product Safety to Shape Future
Leading Companies Maintain Grip through Innovation and Sustainability
Supermarkets Is Leading Channel for Home Care Sales
Retail E-Commerce Emerges as Fastest-Growing Channel
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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