COMPETITIVE LANDSCAPE
Leading Brands Maintain Dominance through Innovation and Distribution
Toilet care in China is concentrated, with the top brands maintaining their lead due to product efficacy, extensive distribution, and innovative product offerings. In 2025, Mr Muscle from Shanghai Johnson Ltd continued to lead, with a retail value share of 25%, with its share rising from the previous year.
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Overview:
Understand the latest market trends and future growth opportunities for the Toilet Care industry in China 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 China, 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 China 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 China?
- Which are the leading brands in Toilet Care in China?
- How are products distributed in Toilet Care in China?
- 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 China - Category analysis
KEY DATA INSIGHTS
Demand for Daily Maintenance Drives a Better Growth Rate for In-Cistern Devices
Demand for Daily Maintenance Drives a Better Growth Rate for In-Cistern Devices
Fragrance Becomes Increasingly Important in Toilet Care to Enhance the Cleaning Experience
Convenience and Demand for Effortless Living Drive Product Innovation
Growing Demand for Safe, Effortless Toilet Care Solutions
In-Cistern Devices Expected to Lead Growth with Convenience and Efficiency
Fragrances and Low-Effort Solutions Will Shape Future Product Development
Leading Brands Maintain Dominance through Innovation and Distribution
Offline Retail Remains Dominant, with Supermarkets the Leading Distribution Channel
E-Commerce Platforms Drive Sales with Convenience and Promotions
Home Care in China - Industry Overview
Laundry Care Dominates Sales in a Low-Growth Environment
KEY DATA INSIGHTS
Laundry Care Dominates Sales in a Low-Growth Environment
Lycocelle Achieves Rapid Growth with Mood-Boosting Laundry Detergent
Health and Wellness Trend Reshapes Product Development and Marketing
Effortless Living Drives Innovation in Cleaning Efficiency
Laundry Care Anticipated to Maintain Dominance with Emotional Value and Premiumisation
Smart Home Technology and Ai to Reshape the Industry Dynamics
Challenges Likely to Persist Amidst Growth Opportunities
Liby Maintains Its Lead through Deep Penetration and a Focus on Niches
Emerging Brands Are Dynamic and Take Share From the Leaders
Offline Retail Continues to Dominate Despite Rapid E-Commerce Growth
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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