Competitive Landscape
Leading Companies Maintain Dominance through Strong Brand Portfolios
Toilet care in Canada is concentrated, with the top two companies, Reckitt Benckiser Canada and SC Johnson & Son, holding a significant share of the market. In 2025, Reckitt Benckiser Canada maintained its lead with a 35% share, while SC Johnson & Son held second place with a 34% share.
Opportunities Arise From Sustainability and Innovation
Toilet care in Canada remains driven by consumer interest in sustainability, with brands such as Tru Earth and The Unscented Company offering eco-friendly products boasting natural ingredients and presented in recyclable packaging. For instance, The Unscented Company has launched a large pack size for its toilet bowl cleaner, targeting consumers seeking sustainability, efficacy and value.
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Overview:
Understand the latest market trends and future growth opportunities for the Toilet Care industry in Canada 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 Canada, 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 Canada 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 Canada?
- Which are the leading brands in Toilet Care in Canada?
- How are products distributed in Toilet Care in Canada?
- 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 Canada - Category analysis
Key Data Insights
Eco-Friendly Innovations Drive Toilet Care Sales Despite Economic Uncertainty
Eco-Friendly Innovations Drive Toilet Care Sales Despite Economic Uncertainty
Toilet Liquids/Foam Leads Sales with Established Consumer Preference
Evolving Product Formats Offer Value and Brand Differentiation
Sustainable Innovations to Continue Driving Toilet Care Sales Despite Economic Uncertainty
Toilet Liquids/Foam Likely to Maintain Dominance with Evolving Product Formats
E-Commerce Provides New Opportunities for Smaller Players
Leading Companies Maintain Dominance through Strong Brand Portfolios
Opportunities Arise From Sustainability and Innovation
Supermarkets and Hypermarkets Lead Toilet Care Sales through Convenience
Retail E-Commerce Emerges as Fast-Growing Channel Driven by Omnichannel Retailing
Home Care in Canada - Industry Overview
Slowing Inflation and Lower Interest Rates Boost Home Care Sales
Key Data Insights
Slowing Inflation and Lower Interest Rates Boost Home Care Sales
Laundry Care Drives Sales with Eco-Friendly Innovations
Evolving Product Formats and Private Label Disruption Shape Progress
Sustainability and Convenience to Drive Further Growth
Laundry Care Set to Maintain Dominance with Eco-Friendly Innovations
E-Commerce Growth and Dtc Disruption Will Shape Future Competitive Landscape
Procter & Gamble and Reckitt Benckiser Lead with Sustainable Innovations
Tru Earth Drives Growth with Eco-Friendly Launches in Laundry
Hypermarkets and Supermarkets Lead Home Care Distribution
E-Commerce Remains 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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