Competitive Landscape
Top Players Help Maintain the Leading Positions through Innovation
The toilet care market in Ireland is moderately concentrated, with the top three companies holding a significant combined share. In 2025, Reckitt Benckiser Ireland Ltd led the market with a 27% share, followed by Henkel Ireland Ltd with 13%, and Tesco Ireland Ltd also with 13%.
Manufacturers May Step up Efforts to Differentiate Toilet Care From Bleach
With toilet care products seeing competition from cheaper bleach products, manufacturers might step up their efforts to differentiate between the two in order to justify the higher price point of toilet care. To this end, brands may need to emphasise the additional benefits of toilet care products, such as fragrance, anti-limescale properties or extended cleaning duration, to justify their premium positioning compared to bleach.
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Overview:
Understand the latest market trends and future growth opportunities for the Toilet Care industry in Ireland 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 Ireland, 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 Ireland 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 Ireland?
- Which are the leading brands in Toilet Care in Ireland?
- How are products distributed in Toilet Care in Ireland?
- 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 Ireland - Category analysis
Key Data Insights
Sc Johnson Drives Sustainability with Eco-Friendly Innovations
Sc Johnson Drives Sustainability with Eco-Friendly Innovations
Premium Brands Capitalise on Consumer Demand for Added Value
Toilet Liquids/Foam the Largest Category
Sustainability and Premiumisation to Drive Future Growth
Eco-Friendly Innovations to Shape Competitive Landscape
Top Players Help Maintain the Leading Positions through Innovation
Manufacturers May Step up Efforts to Differentiate Toilet Care From Bleach
Supermarkets Dominate Sales with Wide Product Assortments
Discounters Gain Ground among Price-Sensitive Consumers
E-Commerce Grows Steadily, Driven by Bulk Buying and Subscriptions
Home Care in Ireland - Industry Overview
Steady Growth Driven by Evolving Consumer Preferences and Innovation
Key Data Insights
Steady Growth Driven by Evolving Consumer Preferences and Innovation
Laundry Care Dominates Market Share with Essential Products
Unilever Drives Growth with Innovative Bleach Foam Format
Sustainability and Innovation to Drive Home Care Growth
Dishwashing Leads Growth with Innovative Formats and Rising Penetration
Premiumisation and Eco-Friendliness to Shape Future Business Strategies
Procter & Gamble and Unilever Lead with Significant Shares
Ecover and Unilever Lead the Way in Innovative Sustainable Products
Reckitt Benckiser Divestment Reshapes Competitive Dynamics
Supermarkets Dominate Home Care Sales with Strong Brand Visibility
Retail E-Commerce Grows Modestly as a Supplementary Channel
Discounters and E-Commerce Drive Competition in Home Care
Country Reports Disclaimer
The following categories and subcategories are included:
Toilet Care
- In-Cistern Devices
-
- 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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