Competitive Landscape
Leading Companies Maintain Grip through Established Brands
Toilet care in Estonia is highly concentrated, with the top three companies holding a significant share. In 2025, Henkel Balti OÜ, Reckitt Benckiser Group Plc (RB) and Unilever Eesti OÜ held 23%, 21% and 19% market value share, respectively.
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Overview:
Understand the latest market trends and future growth opportunities for the Toilet Care industry in Estonia 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 Estonia, 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 Estonia 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 Estonia?
- Which are the leading brands in Toilet Care in Estonia?
- How are products distributed in Toilet Care in Estonia?
- 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 Estonia - Category analysis
Key Data Insights
Major Players Drive Innovation with New Scents
Major Players Drive Innovation with New Scents
Economic Uncertainty Fuels Promotional Activity
Toilet Liquids/Foam Expected to Drive Growth
Greener Toilet Care to Emerge as a Key Trend
Leading Companies Maintain Grip through Established Brands
Supermarkets and Hypermarkets Lead Toilet Care Distribution
Retail E-Commerce Slowly Gains Traction in Toilet Care
Home Care in Estonia - Industry Overview
Convenience Preferred Amid Economic Uncertainty
Key Data Insights
Convenience Preferred Amid Economic Uncertainty
Laundry Care and Dishwashing Lead Estonian Home Care Sales
Multifunctional and Cost-Effective Products Remain Prominent
Lidl’S Private Label Drives Growth
Economic Factors to Drive Home Care Growth
Private Label Expansion Set to Continue with Lidl
Procter & Gamble and Henkel Maintain Leading Positions
Hypermarkets and Supermarkets Lead Home Care Distribution
Retail E-Commerce Drives Growth with Convenience and Expansion
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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