Competitive Landscape
Bolton Manitoba Leads Fairly Concentrated Competitive Landscape
The toilet care landscape in Italy is moderately concentrated, with the top two players, Bolton Manitoba SpA (WC Net, the leading brand in toilet liquids/foam) and Henkel Italia Srl (Bref), holding significant shares of 39% and 14%, respectively. The leading companies' shares have seen changes, with Bolton Manitoba increasing from 36% in 2020 to 39% in 2025, while Henkel Italia increased from 8% to 14% over the same period.
Newprinces Spa's Acquisition and Innovative Launches Reshape Competition
A significant merger occurred in July 2025, when Carrefour's Italian activities were acquired by NewPrinces SpA, making it the only Italian group with both food brand production and retail stores. This acquisition is expected to increase the relevance of NewPrinces SpA's private label revenues, potentially impacting the competitive landscape.
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Overview:
Understand the latest market trends and future growth opportunities for the Toilet Care industry in Italy 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 Italy, 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 Italy 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 Italy?
- Which are the leading brands in Toilet Care in Italy?
- How are products distributed in Toilet Care in Italy?
- 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 Italy - Category analysis
Key Data Insights
Rising Incomes and Premium Innovation Enhance Value of Toilet Care in Italy
Rising Incomes and Premium Innovation Enhance Value of Toilet Care in Italy
Sustainability Efforts Gain Traction among Manufacturers
Private Label and Emerging Retailers Reshape Market Dynamics
Premiumisation and Convenience Set to Drive Future Demand and Value
Legacy Brand Resilience and High-Performance Innovation
Sustainable Innovation and Digital Engagement Strategies
Bolton Manitoba Leads Fairly Concentrated Competitive Landscape
Newprinces Spa's Acquisition and Innovative Launches Reshape Competition
Grocery Retailers Dominates Toilet Care Distribution
Retail E-Commerce Gains Traction
Home Care in Italy - Industry Overview
Market Stability and the Rise of Convenience-Driven Innovation in Italian Home Care
Key Data Insights
Market Stability and the Rise of Convenience-Driven Innovation in Italian Home Care
Sustainability Shapes Home Care Innovation and Regulations
Retailers Adapt to Private Label's Growth with New Offerings
Resilience and Adaptation: the Future Landscape of Italian Home Care
Circular Economy Challenges and Regulatory Shifts
The Digital Transformation of Home Care Purchasing Habits
Leading Companies Maintain Strength through Innovation but Private Label Makes Further Gains
Strategic Acquisitions and Innovations Reshape Competitive Landscape
Grocery Retailers Lead Home Care Distribution through Supermarkets
Retail E-Commerce Gains Traction with Double-Digit Growth
Nuncas Opens Live Experience Space to Drive Engagement
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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